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If Your Going to Exhibit, Make it Worth Your Time |
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ROI CASE STUDY #2 - TRADESHOW ATTENDANCEA manufacturer of a premium food service coffee maker invests $25,000 in booth and staffing costs to attend a regional tradeshow. Their challenge was to increase return on the show investment through the in-booth sale of their coffee makes, which yield a profit of $3,000 each. Flash drives were mailed to pre-selected buyers attending the show. A pre-loaded link tool took them directly to a web site, where they were asked to fill out a questionnaire about the kind of coffee maker they were seeking. At the end of the questionnaire, they were invited to stop by the manufacturer's booth for a gift valued at $100 (no purchase necessary). The buyer was simply asked to invest 15 minutes of their time for a brief presentation. The cost of the flash drives and the mailing to 500 buyers was $15 per piece for a total of $7,500. The cost of the web site was $1,000. The information was extracted from the web site and the leads were divided among the sales force. Each sales rep e-mailed their group of buyers with a specific time to visit the booth for their 15 minute presentation and gift. Result – of the 500 recipients of the mailing, 150 filled out the questionnaire and visited the booth for a presentation (resulting in gift investment of 150 x $100, or $15,000.) ROI - $41,500 |
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