Because?
Because making marketing investments without a clear objective is the job function or professional person and industry email list most dangerous move for your career: if something changes in the environment (your boss attended a marketing ROI seminar, you get moved, or the conditions in your industry become difficult) you will have to justify your activities and when you get the question:
How do we recover the money we invest in trade shows and corporate events?
You can't say:
“I'm just in charge of organizing them.”
On the other hand, if you sound the alarm and get a better return on the money invested in an event that is better not to attend, your circle of influence will grow along with your career.
If you develop events that bring returns to your company, your professional future is assured.
So before you even start planning your event, make sure you answer these questions with your entire organization:
1) Is it really worth participating?
Is it a benchmark event for your industry?
Is your sales force looking forward to it?
Will your potential clients, prospects, or just your competitors attend?
Will only students attend?
2) What is the contribution of the event to your company? Brand positioning or obtaining sales prospects?
You can determine this by answering the following questions:
Does your participation ensure media coverage?
Can this event bring you closer to an important market for your business?
Will you build good relationships with key organizations or individuals?
Does participating in this event meet a key objective for management?
Are potential customers attending? Have sales been made in the past with prospects obtained at this event?
If the answer is yes to any of these questions and it is relevant enough to support an investment, start planning, but if the answer is no: your participation will depend on considering the following:
