Hi Tech Manufacturing Equipment

Measure the Sales & ROI Impact of Trades Shows & Events

Our client, a leading manufacturer of high tech manufacturing equipment, invests heavily in trade shows and client conferences to drive its sales pipeline. The events are held throughout North America, Europe and South East Asia and are targeted at influencing both technical and business decision makers.  Despite the large investments, relatively little was known about how to improve the events or how effective they really were in building pipeline or what their real ROI was. Although on site paper surveys were done on the last day of the event, response rates were low, survey formats were highly variable and data and learning’s were not widely shared within the company. In adddition there was no measurement of the ROI or sales pipeline impact of these events.          
Our Trade Show Measurement & Optimization approach was used to address these issues. MDS developed an online survey in 4 languages that could be centrally deployed to measure the impact of their events on sales pipeline. The surveys are sent to all registered conference and trade show attendees within 3 days of event close. Detailed diagnostics on how to improve the events are delivered to the client within 10 to 14 days. In addition MDS’s approach has provided a framework to measure the ROI and sales pipeline impact of the events so that rational budget allocation decisions can be made. This approach has resulted in budget reallocations across event formats, and locations and some specific events have been scaled up and offered more frequently. Click to download

 

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