Trade shows offer a unique and powerful marketing opportunity for brands. By attending industry relevant events, you place yourself right in the heart of a densely populated jungle of high-quality, low-barrier leads.
After an event wraps up, you can be eager to jump right into the data of how well your sales team did. However, it’s important to take the right steps heading into the trade-show in order to have a clear view of an individual’s sales performance. It is also critical to approach this analysis through the proper lens. It all starts by establishing your goals for the event.
Establish clear goals heading into the event
What do you want to get out of this investment? Is it brand awareness, lead education, social engagement, website traffic or pure sales? From individual metrics to overall data points, you can motivate your team by setting these expectations before the trade-show.
This will set the bar for the post-show evaluation, so that there are no surprises. This should also inform your team of what they need to do in order for the event to be a success.
How well equipped was your team?
You set clear expectations heading into the event, but did you equip your team well enough to create a booth that’s worth interacting with? Even the best of closers can be overshadowed if all they have to work with is a table with your company name draped across it and some branded pens.
The point is, context matters. If your team is capable of achieving a high conversion rate, it may be worth it to go the extra mile by investing in engaging booth tech and collateral.
Know your starting point
Before your trade-show team has worked their magic, take note of your current analytics so that you can analyze the full impact of the event. Beyond just pure sales numbers, tracking the increase in social followers, brand mentions, back links, email subscribers, website traffic, SEO rankings, etc., is also extremely valuable. All of these metrics will likely lead to future revenue and therefore, should absolutely be included in your post-show evaluation.
You can make individual analysis easier by giving certain team members specific tasks or metrics to focus on. By placing a single team member in charge of social engagement and another in charge of capturing emails, you simplify post show analysis. While certain pieces of data can be attributed to the overall performance of your trade-show team, these individual metrics can reveal a specific team members performance:
- Leads connected to
- Emails captured
- Sales closed
- Landing page visits - This is different from general website traffic if a team member is promoting a specific initiative or advertisement.
- Specific social engagement - A team member may be in charge of a branded photo booth with a specific hashtag to track actual engagement.
- Deliverables, products, swag or marketing materials handed out - Branded giveaways can improve brand awareness. Tracking which employee(s) gave away the most swag could be an indicator of who is the most engaging and approachable person on your trade show team.
Why team performance matters
Although sales tends to be a very one-to-one piece of data, putting together a trade show team of your best lone-wolf closers may not result in a better overall sales performance. There is a lot of nuance that goes into trade show organizing, setup and execution.
Example: Jan’s individual event sales performance was average, but she added a few key insights to other sales conversations that lead to 10 more conversions, she saved day 2 by coming up with a unique solution to a technical problem at your booth, she’s provided exceptional mentorship to your company’s trade-show newbies and she raised a question during a Q&A section of a presentation that brought brand awareness and authority to a room packed with high-quality leads.
These are the sorts of qualitative insights that can inform how you devise your dream trade-show sales teams. When you’re out on the road, it’s great to have versatile employees that are capable of thinking on their feet and are great team players.
In the world of trade show sales, closing techniques are always going to be pivotal in your overall success. However, understanding the other insights you can gain from your trade show analysis will help you maximize your overall trade show impact with every event you attend.
At WorkTrip, we help companies optimize their trade show experience by streamlining the event and travel communication process. Find out more here.