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KPIs To Measure ROI At A Virtual Trade Show



With so many industry conferences and trade shows going virtual, the standard key performance indicators (KPIs) are not necessarily applicable. However, measuring KPIs is still important to determine the return on investment (ROI). Thus, it’s important to adjust your strategy to measure your success. Here are some KPIs to measure at your next virtual trade show.


1. Visitor Behavior


Although virtual trade show booths do not offer the same experience as in-person booths, they do have one key advantage. Most virtual trade show booths allow you to track the activity and behavior of visitors. You can track the number of visitors to your booth and what they do there. You can see how many downloaded your marketing materials, tried out your demos, and joined your sessions. This information will help you review your marketing strategy’s effectiveness and better understand your target market at your next virtual trade show.


2. Target Audience Attended


If you ran a pre-show marketing campaign, you should track the efficacy of that campaign by seeing who in your target audience came to your trade show booth. If your campaign was successful, you should have a high turnout of your Target demographic. If not, this information can be used to help you better refine both your pre-show marketing efforts and your buyer personas.

3. Brand Visibility


Brand visibility is harder to track than other KPIs. Brand visibility is often subjective, so it can be a bit tricky to determine. However, there are some metrics that you can assess to help you understand your brand visibility impact. First is how many people visited your virtual trade show booth. Second, is how many people saw your booth, advertisements, and marketing materials. Lastly is how much your website traffic and social shares increased after the event. Evaluating these metrics together can help you assess your brand impact and help you determine how to increase your brand visibility at the next virtual trade show.

4. Business Demand


Finally, the best KPI is the impact on demand for your business. Track both who attended the trade show and your post show sales. If you have a lengthy sales cycle like many B2B companies, you can measure where in your sales funnel the attendees are following the show. Then compare those metrics to identify how the trade show increased your sales or if you need to change your strategy for future virtual trade shows.

Tracking these KPIs will help you perfect your virtual trade show marketing and help you prove the value of attendance to your company. For more tips on how to be successful at virtual trade shows, make sure to follow our blog at Lighthouse Exhibits. We offer a range of helpful advice to make sure that your trade shows, whether in person or virtual, are a success.