Maximising Exhibit Measurement in Marketing – Why setting the right objectives is the key to a tracking success

In the realm of marketing, exhibits stand out as a cornerstone of offline activities. Yet, despite their pivotal role, exhibits often face a glaring disparity in measurement compared to other marketing channels – especially those online. This disconnect is especially concerning given the substantial investment required to exhibit at trade shows and exhibitions. In today's word where strategic budget decisions are increasingly data-backed, it's essential to apply the same level of precision to the measurement of our exhibits, as we do to our online marketing channels, if we want to protect the future of this channel.??

Cost considerations are inevitably at the front of every marketer's mind and exhibits are no exception. Event marketing makes up nearly 20% of all offline marketing budgets, and accounts for more than any other channel, both offline and online (Gartner CMO Report 2022). With 67% of event marketers stating that exhibit-related costs are rising faster than any other organizational costs (Exhibit Leader Insights Report 2023), the pressure to justify success and tangible returns is increasing substantially.?

Superficial Metrics are Not Enough

The traditional approach to measuring exhibit success often falls short because superficial metrics such as booth traffic or total lead counts fail to provide a comprehensive understanding of the exhibit's impact on broader marketing objectives. In addition, relying on gut feel and anecdotal feedback from individuals within the business is not sufficient to back up strategic decision making.??

To address this gap, marketing teams must embrace a data-driven approach to exhibit measurement. Just as digital marketing campaigns are meticulously tracked and analyzed, exhibits should adopt a similar approach. Gone are the days when the success of an exhibit could be gauged solely by anecdotal evidence or gut feelings; in today's data-driven landscape, decisions must be informed by empirical evidence.??

Leveraging basic technologies such as lead retrieval systems, is a good start, as it enables you to capture detailed attendee data and track who you engaged with. Other technologies such as RFID/beacon booth tracking, and even facial recognition can be used to track movement, booth engagement, and dwell time. This type of data can help optimize an individual exhibit strategy, however, its value is severely limited when it comes to informing the strategy of a scaled exhibit program.??

The challenge with this type of tactical data is the limited insight it provides. For example, let's say you know that you achieve X amount of booth traffic and a Y amount dwell time of. So what? What does that tell us? It could be that you were giving free coffee away or that people were just cutting through your booth to get somewhere. Booth traffic and dwell time are not indicative of higher engagement with your product, service or brand. It doesn’t tell us whether we achieved what we set out to, nor does it help us evaluate true performance and guide exhibit program strategy.??

Don't Focus on Revenue

Another approach that business fall foul of, is trying to measure the success of an exhibit based solely on its ability to generate revenue. In most cases, the goal of marketing activity is to ultimately generate revenue. However, this shouldn’t be the objective for a B2B exhibit, and we shouldn’t be judging their success against it.

Revenue generation sits too far removed from the exhibit activity to be an appropriate measure. There are myriad of customer touchpoints, both prior and post exhibit, (not to mention the length of sales cycles) which make it impossible to accurately and effectively allocate revenue to a single exhibit activation.??

Set The Right Objectives

The core of strategic exhibit measurement involves setting clear, measurable objectives for each exhibit and implementing robust data collection mechanisms to assess performance against these defined goals. Exhibit objectives must be carefully aligned with broader marketing and business goals, and while generating leads is often a primary objective, exhibits also serve as platforms for brand awareness, product launches, or customer engagement initiatives, so it’s important to measure against these as well.??

Like the famous quote about judging a fish by its ability to climb a tree, effective measurement entails evaluating outcomes that are directly relevant to the exhibits purpose and objectives.?

By clearly defining exhibit objectives and tying them to measurable outcomes, we can demonstrate the true value that exhibits bring to the organization. When exhibit measurement is done effectively, marketers can accurately assess exhibit performance, make data-driven adjustments to future initiatives and confidently navigate budget discussions. This not only enhances the efficacy of exhibit programs but also strengthens the case for continued investment in this crucial marketing channel.?

Exhibits represent a critical component of the marketing mix, deserving of the same level of measurement and analysis as other marketing channels. By embracing a data-driven approach that focuses on setting the correct objectives to measure against, marketing teams can unlock new insights, optimize performance, and demonstrate the tangible value that exhibits bring to the organization. In doing so, they not only safeguard the future of exhibit programs but also elevate their role as strategic partners in driving business success.?