Planning and Marketing Your First Trade Show? Data is Key

A group going through collected data According to experts, the key to attracting the right leads during a tradeshow or conference is maximizing data.

Brands, however, are at varying stages of using data-driven marketing. Veterans in trade show marketing, for instance, already use data when planning future content and finding new audiences. Some organizations, meanwhile, are still looking for ways to collect robust data pertinent to their event.

Keep Updated Data at Hand

The quality of data organizations have at hand can make the difference between success and disaster. Outdated, disorganized data about the attendees, prospects, and exhibitors yield small to no growth. Good data, which include accurate existing information as well as new sources of pertinent data, meanwhile, can drive the event to success.

Brands that use reliable data when inviting participants to tradeshows and conferences are likely to see more response. Companies that use the same data year after year, on the other hand, can be preaching to an empty choir, as old prospects may not anymore need the same products or services.

New Technology Makes Data Collection a Breeze

Event organizers collecting data can also benefit from using new technology like Radio Frequency Identification (RFID). Such technology helps organizers gather data around attendee activity. It lets organizers, for instance, determine how long participants have stayed in the seminar or within the event venue. This information can be of great help when planning future events, especially when considering the type of content that interests attendees.

Sensor tiles that are heat activated are also an interesting technology to use at tradeshows. Such a device lets organizers view a heat map that communicates how engaged attendees had been over individual elements of your exhibit.

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There are endless ways to use data in making sure your tradeshow goes off without a hitch. The key, however, lies in knowing which among the existing data you can still use, what other information you need, as well as what you can do to get hold of the missing data that can paint the perfect picture of the event.