How successful is your trade show display? Did all of your hard work really pay off? It can be very hard to know just how intense your traffic is from standing in the midst of it all. One of the key ways to measure any type of marketing is to look at how many people you reach by looking at the data you have. Let’s explain in detail how you can effectively measure (and see the success of) your trade show exhibits.
How Do They Do It Online?
A good way to explain how Cost Per Impression (CPI) or Cost Per Thousand Impressions (CPM) works is to look at how it is done online. Online marketing is often measured in this manner. This method, though it may seem like it is new because of its unique name, really isn’t. In fact, it’s been used in the same manner for decades whether you are talking about TV ads, newspaper ads or even billboards. The same holds true for you, in the exhibit. So, how does it work?
In the world of trade shows, the process for measuring trade show marketing is called Visitor Intensity (VI) and it works in much the same way. This method measures the number of people expected over the period of the show. To create a simple calculation of this information, simply take the number of square feet your exhibit takes up and then multiple this by the number of hours that the trade show will run. Then, take this figure and divide it by the cost you are paying. That’s your VI.
Next, consider how CPI is determined. In this method, marketing efforts are compared by taking the estimated number of people that will see your ad and then multiplying it by the cost per thousand impressions you’ll have. Then, divide this by 1000. When comparing these methods, you’ll see that CPI tends to “look better” but in fact this is based on variance within the marketing audience, (whether it is a targeted audience and the quality of the audience) as well as the ability to meet face to face.
In addition these considerations for what plays a role in your VI measurement and overall traffic intensity, you also have to consider:
- The benchmark: Are you continuously changing and working towards improvement with each new trade show or annual event? Offering the same thing time in and time out will not result in a positive outcome.
- The show selection: Why are you choosing this specific show? You’ll need to consider the audience carefully and see why this show is valuable to you.
- Performance standards: Keep in mind that the way you and your team perform also plays a role in the amount and quality of traffic you get.
Overall, each of these factors pays a role in the overall success you’ll have. Are you investing in the right trade show exhibits as well as trade show marketing to get our message out there?
Blue Sky creates trade show exhibits. We work with companies that are leaders in their industry, that stand for something, and that strive for excellence. Contact us today for more information!