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The Trade Group Adds Strategic Event Consulting to its Repertoire of Offerings
Many trade show and live event managers are challenged with figuring out the return on investment (ROI) of their face-to-face marketing program. For many, collecting the data to report to management seems like an impossible dream. Truth be told, most companies don't even try to measure the ROI of attendee engagement at live events, even though doing so can reveal the true value of face-to-face marketing programs and help maximize results.
Is measuring the effectiveness of live events really that difficult and that necessary? YES!
As with any marketing initiative, the more event managers understand about what works (brings in revenue) and what doesn't (wastes money), the better positioned they are to get more bang for their marketing buck over time.
When it comes to trade shows and live events, The Trade Group's Strategic Event Consulting team knows what to measure, how to measure it and how to translate that data into an actionable plan that boosts results (more leads, more sales, more brand recognition, etc.).
The Trade Group Makes It Easy to Measure, Calculate and Accelerate Results
There are a number of reasons people don't evaluate the ROI of their face-to-face marketing programs because:
There IS a way to get a bigger return on investment for trade shows and live events. The Trade Group's experienced Strategic Event Consulting experts have been helping organizations get the most out of their face-to-face marketing programs for years and are here to help.
- They struggle to prove the effectiveness of their face-to-face marketing program to their C-suite, because they simply don't know how.
- They believe it's impossible to calculate the ROI of trade shows, due to a long sales cycle or various other reasons, so they don't try.
- They wish they could get more leads at live events, but they don't know how, because they don't know what is and isn't working.
How TTG Demystifies the Process to Set Up Clients for Success
The Trade Group doesn't believe in the old "throw it against the wall and see what sticks" philosophy. They will do a deep analysis of a client's existing face-to-face marketing program, then recommend a strategy and appropriate technology to gather, monitor and analyze results. They also provide the training a client's staff needs to make the most of each and every event. Here's how it works:
Step 1: Discovery. TTG's intensive discovery process includes auditing existing initiatives, event research, situational analyses, stakeholder interviews, workshops and more. During this time they listen, probe and observe.
Step 2: Develop. Once they have a thorough understanding of the client's existing initiatives and company goals, their team will create a customized face-to-face marketing strategy with specific recommendations for measurement methodology, technology selection, marketing campaigns and more.
Step 3: Deploy. They will guide client staff through technology training and integration, as well as proper data gathering techniques. During events, TTG can monitor client staff to see if additional training is needed and walk the floor to conduct a competitive evaluation.
Step 4: Document. Using time-tested methods and technology, TTG transforms the data gathered into easy-to-understand, customized reports, including performance analyses, training manuals, business intelligence overviews and more.
Step 5: Discuss. With data and analyses in hand, their team can report on specific results and provide actionable recommendations to the stakeholders for the short- and long-term. They also make it easy to compare the effectiveness of a client's event marketing program side-by-side with other strategic marketing initiatives.
To learn how to calculate the ROI of face-to-face marketing programs, gather more leads and/or close more business at trade shows or amplify brand awareness at live events, call The Trade Group at 800-343-2005 to speak with one of their Strategic Event Consultants today.
ABOUT THE TRADE GROUP
The Trade Group is an award winning, full-service event marketing and creative design firm, specializing in trade shows, esports events and activations, corporate events, brand activations, retail merchandising, commercial graphics and experiential solutions. Since 1986, our team of live event, design and engineering experts has helped thousands of clients amplify their brands and successfully navigate a wide range of events and experiences. Clients rely on The Trade Group for: event ideation, creation and production; esports expertise; exhibit design and fabrication; graphic design and production; strategic marketing solutions; technology integration and more. For more information go to www.tradegroup.com.
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