Focused on the Future, Finding New Opportunities
The Value of Trade Show Participation is Qualified Lead Generation
Many firms make the mistake of trying to use trade shows as sales opportunities; in fact, the true value of the time and money invested in tradeshows comes from generating qualified sales leads. Trade shows are an excellent opportunity to meet potential new customers, to introduce your product or service to new markets, and extend your reach to potential future partners, vendors, or referral sources. The focus of all activity at a tradeshow must be on the identification, cultivation, and development of future new business opportunities.
77% percent of firms surveyed score their trade show events as a 4 or 5 on a scale of 1 – 5 for lead generation and driving demand. Trade show events were identified as the 2nd most effective marketing tactic, trailing only direct marketing, but surpassing content marketing, email marketing, paid search advertising, and webinars.
Maximizing Your Trade Show Opportunity
3 Major Keys to Trade Show Success and Return on Investment
Investing time, resources, and materials in a trade show can be a significant part of a marketing and sales budget, which makes it imperative that the investment be made wisely and the desired results are known, achieved, and most of all, profitable. All team members must understand the reason for trade show participation, their role in achieving the identified objectives, and commit to delivering a positive ROI for the investment in this program. Trade show activity must be approached as a method for generating leads that feed into a sales pipeline, with that activity tracked and measured to assure ROI objectives are met.
Three key steps are necessary before, during, and after your trade show participation in order to achieve the desired results:
Qualify & Justify
All trade shows are not the same. Simply attending an event because “we always go to this show” is not a proper reason to invest your time and money. Each trade show opportunity needs to be evaluated on its merits to assist your firm in reaching its corporate goals and objectives. Know in advance who is going to be present from the external customer, potential new customer perspective.
Plan & Budget
The timeline for proper event execution must be no less than 3 months prior and the 3 months after the event for budget and planning purposes. The published plan needs to provide detailed assignments and necessary budget to achieve your goals.
Staff & Execute
Establish and communicate goals for the event, determine who will be present from internal staff to meet with external customers and stakeholders to ensure their roles and responsibilities align with the set goals for the event.
Over 50% of exhibitors don’t measure ROI on their trade show events.
(Source: Display Wizard)
Atomic Revenue’s Trade Show Program Services
Understand. Plan. Execute. Analyze. Optimize.
Achieve better results and increased ROI at trade shows when you team up with Atomic Revenue. Our data-driven trade show services help you achieve your goals while achieving a high return on investment. We help you determine your goals, justify attendance, staff the event, and track the metrics for success through three key services.
Trade Show ROI Audit
The Atomic Revenue Team will review your company’s prior attendance at events for the past two years, as well as the upcoming plan to determine ROI of event attendance and identify opportunities for greater success and improved results.
Trade Show Key Performance Indicators (KPIs)
Once we understand your company’s goals, we work with you to develop KPIs that your team knows and understands in order to achieve set goals and ROI.
Trade Show Staffing
Atomic Revenue experts will help your team select and train the right people for the right event, helping determine the right team of professionals to produce meaningful results. Our brand ambassadors can also augment your personnel when the right skill set or experience is not currently available within your organization.
What Our Clients are Saying…
The Financial Operations Model by Atomic Revenue was instrumental in gaining traction and generating revenue for our software service company. Throughout the process, our pricing structure was revised multiple times but more importantly, we grew a much better understanding of every fine detail in regards to what it cost us to provide our service and product. This perspective was crucial to making a variety of decisions about our product and how to best deliver it to the market. Continuing to use this financial model as a way to evaluate our operations has made it much easier to make evidence-based decisions on how to grow our company.
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Marketing Operations Director, Enterprise Bank & Trust
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Atomic Revenue has greatly impacted my work experience at OMiga, by shortening my sales ramp-up period. Their sales tools have helped me communicate real value to the 17 new clients I have on-boarded since joining OMiga only 7 months ago. I appreciate OMiga’s understanding of the importance of putting the right infrastructure in place to allow me to be successful from the start. Atomic Revenue has worked with us to create highly compelling rationale on exactly why customers should buy from us.
Sales Executive, OMiga
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As good as I thought I was at sales and marketing, and I’ve been doing this for 20 years, I’ve learned through working with Atomic Revenue how little I actually knew about the integration of marketing and sales, and how much money I have wasted over the years. I look back at all the middle-market companies that I have worked for over the years and none of this revenue strategy is even on their radar.
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