Adobe’s new site CMO.com, which looks like a great resource, has an interesting article that asks marketers and CMOs how they feel about trades shows and events in the marketing mix. The overwhelming response was that they would
die off soon unless marketers can see better measurement.
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“Marketers are looking for new, improved measurement and how to extract value from it.”
What’s most interesting is that the respondents to the CMO.com survey agree that trade shows and events are extremely important to the mix, but unless they can see the measurable results, they may get lost in the marketing mix if they cannot show their value like other marketing media.
“For trade shows, for instance, data should be developed on how much time a potential customer spends at an exhibiter’s booth and not just that the customer visited the booth. Did the customer follow up later by logging onto the exhibitor’s social network? CMOs indicated they want improved, trackable self-check-in technologies as well as RFID-tagged badges and QR codes for conference content. Also high on their list of desires are personal technologies tailored exclusively for attendees’ devices, such as iPads and tablets.”
Many exhibit houses talk about ROO, ROI and measurement, but from this article it sounds like trade shows and events need to quickly kick it up a notch to stay relevant in the marketing mix.
Check out the full article here.
Experiential Ideas 