Measure the Value of Trade Show Marketing

Four steps to help you prove your face-to-face marketing program's worth, while identifying important metrics for establishing benchmarks and tracking incremental success. By Ed Jones.

Let's face it: Most exhibitors are unable to efficiently communicate the true value of their marketing efforts. In fact, according to EXHIBITOR Magazine's 2015 Sales Lead Survey, only 35 percent of marketers track the percentage of leads sourced at trade shows that yield actual sales. And less than half of exhibitors routinely calculate the return on investment of their trade show participation.

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Simon Lunt