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Be regarded as a manager of the business as well as a manager of trade shows...
by Ed Jones Measurement Tip # 1 Be regarded as a manager of the business as well as a manager of trade shows and events. Your career opportunities expand rapidly if you are seen as a manager who...
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Gather and share information that will satisfy your internal customer – Sales.
by Ed Jones Measurement Tip #2 The sales team is the internal customer of the marketing function. Marketing is employed to generate sales opportunities and to increase the probability of sales. These...
View ArticleTo determine marketing success, you should identify and report these exhibit...
Ed Jones Measurement Tip #3 To determine marketing success, you should identify and report these exhibit metrics: 1) who visited, 2) why they came, 3) what they learned and 4) what your visitors plan...
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Trade Shows can be about more than leads and sales.
by Ed Jones Measurement Tip #4 Cost-savings tactics such as negotiating with new suppliers, reducing travel, recruitment and generating press lower the cost of doing business for your company. And...
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Customer and Prospect Feedback May Be Most Important to Your Marketing Events
by Ed Jones Measurement Tip #5 Although ROI and efficiency measurements are important, customer feedback on the value and effectiveness of your events may be the most valuable information you can get....
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Sales Opportunities Are an Effective Measure of Marketing Success and May...
by Ed Jones Measurement Tip #6 I have often said that the sales team is the primary customer of the marketing team. The marketing function is primarily focused on creating sales opportunities and...
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Use the Payback Ratio to Report and Compare the Value of Your Events
by Ed Jones Measurement Tip No. 7 A great tool for conveying the value of your marketing events is the payback ratio. This is the ratio of the total value of estimated revenue, cost savings and...
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Understanding the Critical Success Factors for Event ROI
by Ed Jones Measurement Tip 8 Understanding the Critical Success Factors for Event ROI 1) The right participants, 2) the right messages and 3) the right action are the three essential elements of any...
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Staff surveys after every event define event effectiveness and gently remind...
by Ed Jones Measurement Tip 9 Staff surveys after every event define event effectiveness and gently remind the staff of their responsibilities! Staff and Stakeholder surveys are one of the most...
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“The Customer is King” and Customer Relationship Management Provides...
by Ed Jones Measurement Tip 10 I hear exhibitors criticized for wasting trade show and event marketing dollars on existing customers. In my opinion, nothing could be more wrong. In fact, this is one...
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Capture Real Time Event Performance Input from Customers, Prospects and Staff...
by Ed Jones Measurement Tip 11 In previous measurement tips I have discussed the importance of gathering feedback from both customers and prospects, as well as from the event staff. Using SMS...
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Your staff is essential to obtaining, measuring and reporting great ROI on...
by Ed Jones Measurement Tip 12 It is a demonstrated fact that a well-trained staff delivers higher event payback. Did you know they are essential to measuring and reporting your results as well? You...
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A Year of Measurement Tips – A Review of Fundamental Concepts for Positive...
by Ed Jones Measurement Tip #13 One year ago I began this series of measurement tips with the theme of “How to become a manager of the business (not just of the events) by achieving and reporting...
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Metrics & More Celebrates One Year Anniversary
This month celebrates a one year of Ed Jones as contributing editor to eConnections. His tips provide practical information that you can use in your trade show marketing. Thanks, Ed, for helping make...
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How to Relate Objectives, Success and Measurement Around Three Factors that...
by Ed Jones Measurement Tip 14 In my classes, I teach “Three Critical Success Factors” essential for trade show return on investment. These factors also provide the template for a compelling set of...
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Start Your Measurement Before the Event Even Begins – Forecasting is an...
by Ed Jones Measurement Tip 15 Forecasting can make a significant difference in how your event is perceived, performs and is evaluated. You are now leaving eConnections. MC² does not control the...
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Win Lose or Draw, How Do You Know if Your were Successful?
by Ed Jones Measurement Tip #16 The first thing asked when the show closes and the team returns home is, “How did we do?” Many times the answers must be based upon basic observations and gut feelings...
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Measure Your Event Marketing Program on Marketing Effectiveness, Not Sales
by Ed Jones Measurement Tip #17 A recent study of CEOs by The Fournaise Marketing Group revealed that a sizeable majority of CEOs perceive that B2B Marketers have “started (wrongly) to focus on...
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What does success look like?
by Ed Jones Measurement Tip #18 Characteristics of a very successful trade show marketing program A client recently asked me to detail the characteristics of the company’s trade show program that set...
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What Are the Best Event Marketing Strategies for a Tepid Economy?
by Ed Jones Measurement Tip 19 How Events Can Help Solve Problems and How You Might Increase Your Own Value in the Process Right now, smart event marketing managers are making recommendations for...
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