At the Exhibitor’s Show, Day 5: How to Measure the Value of Trade Show Participation

Remember what I said a few posts back about a “professorial” presenter being the only one? I was mistaken. Ed Jones was by far the most academic guy I’d encountered at this event. But justifiably so: he earned a BFA and then was educated as a finance person, majoring in statistics.

Ed’s presentation centered around measurement as had others at this conference. The difference was Ed layered over statistical justification and facts to give them method statistical credibility. Ok……

I did like his Thinking in Threes approach (wouldn’t you guess). Early on he outlined these three reasons to measure:
1. Justify
2. Improve
3. Grow

They are not just reasons, they are a process. I could have stopped right there. While his statistically analysis was credible and important, it seemed a bit of overkill and far too complicated. I’m a keep-it-simple kinda guy, so don’t weigh me down with too much stuff to make your point.

His payback ratio was a good thing, but could it simplified? I’ll have to re-read.

One of his best lines: he lives in “the Estrogen Ocean” as just about everyone (wife, daughters, employees, colleagues) are women. He used this line to illustrate a point about product (Leggs panty hose) value implied.

Lesson learned: measurement should be statistically valid but credible and understandable.

TTSG


At the Exhibitor’s Show, Day 5: How to Position Your Company Through Trade Shows

Crafting a clear and concise position for your company so that trade shows are effective. That was the key to this session. But I’m not sure it flowed as easily as it should have.

There was a bit of disconnect in the flow from setting up the positioning statement to extracting the messages for use in the exhibit, but I’m sure it will come to me as I re-read my notes. However, Marilyn Kroner’s (Kroner Communications, Boulder, CO) did make a great effort in mapping her process.

Again, the key is defining your company’s position in the marketplace so you can translate it to the messages (and into the form) you want to deliver at your trade show. She capped her presentation with a discussion on how to train your booth staff effectively and engrain the messaging into their presentation and work on the floor.

Marilyn also took to her soapbox (and justifiably so) about trade shows needing to be auditable as other media are (advertising). Thanks, Marilyn, for reinforcing this important cause.

Lesson learned: Bring the right message or messages to your audience by understanding your position in your marketplace.

TTSG

About The Author