BDNY 2019 - Trade show ROI

Attended BDNY this past Sunday. The show provides a great opportunity to view the latest trends in hospitality interior finishes. The “resimercial” influence was pervasive. In flooring all categories were well represented. The Porcelain category was particularly evident.

A key question exhibitors struggle with is measuring ROI from exhibiting at trade shows. Very few companies utilize CRMs or other technology. These technologies can provide the capability to identify various levels of engagement. Actual orders provide revenue so are the “hard” R in ROI. But there are other levels of subsequent customer engagement that are valuable and can be considered the soft R in ROI. These include:

• First time sample requests/project opportunities from a previously opened customer.

• Sample requests/project opportunities from a stagnant (previously active) customer.

• Opening new customers.

• Providing exposure to a new market segment.

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• Events
  • Oct 31, 2019 The Green New Deal: Visionary or Misguided Oct 31, 2019
  • Nov 13, 2019 BDNY 2019 - Trade show ROI Nov 13, 2019
  • Nov 15, 2019 Finding Your Voice Nov 15, 2019
  • Feb 10, 2020 Columbia Private Equity Conference Feb 10, 2020
  • Feb 28, 2020 Fordham Real Estate Institute PropTech Conference Feb 28, 2020
  • Apr 14, 2020 Thompson Research Group’s 2020 C&I Virtual Conference Apr 14, 2020
  • May 13, 2020 SBID Digital Discussions Part 1: Humans and Business May 13, 2020
  • May 13, 2020 SBID Digital Discussions Part 2: Adapting Our Practice May 13, 2020
  • May 13, 2020 SBID Digital Discussions Part 3: Adapting Our Industry May 13, 2020
  • May 13, 2020 SBID Digital Discussions Part 4: Adapting Our Designs May 13, 2020
  • Dec 21, 2020 Marquardt+ Case Study on Nestler Strategies Graphic Communications Dec 21, 2020
• Writings
  • Mar 10, 2020 Changes and Challenges in the Commercial Built Environment - Floor Focus Magazine - February 2020 Issue Mar 10, 2020
  • Mar 25, 2020 Work From Home - Go To Market Strategy - A Few Thoughts - LinkedIn Post Mar 25, 2020
  • Mar 3, 2021 2021 - A Rising Tide May Not Lift All Boats - Floor Covering News Part I Mar 3, 2021

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