subject: Trade Leads From Trade Shows [print this page] However, cancellation of a trade show appearance can be a self-defeating action. Executives of companies large and small need to stick to the basics and do a cost-benefit analysis regarding trade shows.
If you "save" the $25,000 cost of participating in a trade show but miss out on the $50,000 of contract or sales opportunities that the trade show could have generated, you are not coming out ahead. To make sales, you must make contacts.
You need to took at the amount of leads you can gain from a particular trade show and the potential clients that can result from those leads. Show your trade show attendance as a positive investment instead of another expense.
If you cannot manage to have positive numbers from a trade show then could be doing something wrong. Carefully review the message that you are conveying, the booth design, your communication and the current strategies.
Keep in mind that 3/4 of trade show attendees are decision makers who are eager to find new business partners. The last thing they want is to come back empty handed. These events allows you to meet these executives in person.
Evaluate the cost associated with the trade show before and after the event. This is definitely a good way to analyze the success of your attendance.
Expenses include travel, booth design, registration, speakers, exhibits etc.
Trade leads, sales revenue, company advertisement, increased awareness for your products/services and media coverage are examples of benefits of a trade show.
Remember, your boss at the trade show is named ROI: return on investment.
