ROI

Getting the best return

Always begin your trade show experience with a plan. Start by setting some measurable and realistic goals that you hope to accomplish by exhibiting at the Golf Industry Show. Ask yourself:

• Who is my target audience
• What do I want to accomplish

Below are some of the more popular reasons people attend trade shows. Look to see if there are ways you can fulfill the attendees’ expectations while accomplishing your goals. Most people attend trade shows to:

• Gather competitive intelligence
• Generate ideas and plan for future products
• Gain hands on experience with products
• See new products
• Talk with experts
• Study industry trends
• Examine products first-hand and comparison shop
• Acquire personal development and training
• Network

Once the trade show is over, you must evaluate your goals to see if you achieved an adequate return on investment, or more importantly, return on objectives. Below are some measurable items that will help you evaluate your trade show experience:

• Total number of leads gathered (with the Golf Industry Show’s lead retrieval service, this is easier than ever!)
• Attendance at your booth
• Number of pre-show vouchers turned in at booth
• Show sales
• Amount of promotional items or samples given away
• Visitor response to your booth
• Press coverage received
• Costs per visitor or per lead
• Follow-up and post-show sales

As a first time exhibitor at the Golf Industry Show, gathering this information will allow you to compare your return from this show to others in which you participate. Regular exhibiting at the Golf Industry Show is an important part of your marketing plan and helps to promote your reputation and brand. As each show passes, you will begin to see a pattern of return and will be able to develop ways to make that return even larger.

Most importantly, have fun!

*Arnold, Marlys K., Build a Better Trade Show Image (Tiffany Harbor Productions, 2002)