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3,453 followers

5mo

🎥 Why should you track trade show metrics? Chloe Richardson with Explori explains in 2 minutes! 🎥 📈Compete with Other Marketing Channels 📈 Demonstrate the value of events compared to other marketing efforts within your company. 💰Justify Your Budget 💰 Provide concrete data to support your event budget and secure your funding. 🧠Proactively Make Decisions 🧠 Use metrics to make informed decisions about future events, ensuring continuous improvement. Understanding and leveraging event metrics is essential for staying competitive and driving success in event marketing. 🔗 For a deeper dive, including Chloe's 7 Pillars of Measurement, check out our article: https://lnkd.in/g9ynemWJ #EventProfs #EventMetrics #Marketing #EventPlanning #EventManagement #MetricsMatter #TradeShows #TradeShowMarketing

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Transcript

You know what? Why should exhibitors track metrics? Like what's the number one reason you would tell them to track it? I think especially. Exhibition teams that fall under marketing, which is in around 75% of cases, that's where they'll report up into. They are competing not with other companies, not with other events teams. They're competing with other marketing channels. And if you don't measure your exhibit performance with robust tangible metrics in the same way that other marketing channels do, then when you come head to head and when these budgets are being split, you have absolutely no leg to stand on. And that's what we're seeing globally is that. Events teams are going back and saying Oh no, but it felt really good, like the atmosphere was amazing. We saw how happy everybody was. That's not the data that digital marketing campaigns are presenting, backing back dwell time, they're presenting back different demographics where these leads came from. That's the stuff that's important to the business. And so we need to start to see ourselves as a competitive part of the marketing mix and in order to be that and be that successfully, we need to capture the right data which in turn. And becomes obviously insights and metrics that you can use going forwards that that's probably the main reason. There are obviously other ones in there as well defending events bend you really want to be able to look back 12 months ago and say we made that decision because of I said that was a data-driven decision. So that's it really kind of supports the event team strategically it stops you from being vulnerable, it stops you making decisions based on that gut feel which you can't always justify retrospectively in the future. And then I guess the the final part is really. If you're collecting the right data and the right insights, you're able to be strategic with your future planning. So you can actually look to your three years and say we're going to do this based on this. And it's because we can use the data we've collected to establish trends, understand how perhaps our audiences perceptions are changing. And when you're collecting the right data, you can do that proactively.

Thomas Wlazlowski

Thomas Wlazlowski

Biz Dev's Best Friend - Marketing Operations Manager @ EDE

5mo

I love the notion of looking at events as a competitive part of the marketing mix so there is no question about the ROI, which will give you so much insight when making your next move! Great convo and tips! 💡

🏒 Jay Menashe, CTSM 💎

🏒 Jay Menashe, CTSM 💎

Driving Growth with Trade Show Marketing | SVP of Sales and Marketing @ EDE

5mo

Who doesn't love a little competition? Let's take ALL the budget! 🤪😁

Chloe Richardson

Chloe Richardson

SVP Growth & Communications at Explori | Community Engagement Director at ELX

5mo

Thanks for sharing team EDE!

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