E•Connections

For exhibit and event professionals  

Measurement Tip #26

July 3, 2013 By Editor

Measuring The Exposure Generated at Trade Shows and Events
by Ed Jones

Ask a marketer why his company attends trade shows and events and his first answer will likely be “Exposure,” “Branding,” or “To maintain a presence in the industry.” Generating leads or influencing sales are usually cited after exposure related goals. However, few companies have a method to measure this exposure. Instead, most companies base their success or failure on the number of visitors to the exhibit and the number of leads generated. Both are important indicators, but more is required to provide a good indication of the value of exposure. Read more …








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