We all know that measuring ROI from tradeshow participation is like painting a moving car. Buyers are at various stages: awareness, consideration, preference and purchase. Often, it takes multiple touches to move buyers closer to purchase. Face-to-face interactions tend to either accelerate or better qualify the buyer’s stage.
Back in the good old days (three – five years ago), buyers primarily evaluated products by walking the tradeshow floor and kicking tires. Today, they do advanced online research and have a more targeted approach to tackling the show floor. They want to use their time as efficiently as possible.
Likewise, exhibitors need proof to justify their investment to participate in your tradeshow. One way to deliver that proof is to arm them with analytics. And analytics from interactive online exhibit listings are extremely powerful, often delivered in real time. More.
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