ROI & Measurement
ROI & Measurement
| BPA 2009 EXHIBITOR Show Post Show Report
STRATEGIC IMPORTANCE (Reason For Attending) The EXHIBITOR Show like TS2 is an “exhibitor-centric” event. Attendees represent a wide range of event marketing in relationship to their job title, how many shows they do per year; their purchasing authority and budget spend. EXHIBITOR allows us to reach out to these event marketers in one place for three days to create awareness of third-party audited data they need to ask for. Conference session speaking opportunities are also possible. BPA’s Events Audit Strategy and Tactics contain a key element initiative called the “Exhibitor Awareness Program”. This initiative was started two years ago to try and create demand for third-party audited data among trade show organizers by way of a grass-roots effort of brand marketers to ask their organizers for the data. Organizers have told us they will begin to audit their shows when their exhibitors start asking for the information. Our current S&T plan calls for us to reach out to brand marketers any way possible (webinars, trade shows, sponsorships, viral marketing of letters to organizers, association partnerships) to make them aware of the service we offer and to educate them on the benefits of having this data with which to market their businesses and justify their marketing efforts. The BPA target market for this effort is the Exhibitor Advisory Board member. These individuals sit on advisory boards for their particular events and are most often highly invested in the show – both financially and philosophically. There are a small number of for-profit and association show organizers who attend EXHIBITOR. While they are not the primary focus of our at-show contact generation objective, we would find interaction with them to be valuable as a possible revenue generator. Full Report |
|||
