Tracey Schropp - Exhibitor Magazine

MANAGEMENT OF RESULTS REPORTING
Nordson ASYMTEK’s overall tradeshow marketing strategy is to showcase products
and technologies to specific audiences and prove to our customers that we are the
preferred solutions provider. This is accomplished through various elements as listed in
Section 3 - MEASURABLE OBJECTIVES.
Measuring Tradeshow Objectives:
As mentioned earlier, our company did not traditionally set qualitative goals to measure
the success of each objective specifically. Based on what I have learned through the
CTSM program and while writing this portfolio, I will be able to help improve this
process. However there were measurement programs that did exist, and these enabled
the reporting of some qualitative results for Productronica 2009.
These measurement programs were designed around our company objectives for
participating in tradeshows as learned in Session 20501: “What’s Your Show Worth
Proven Tools for Measuring Show Results” and will be reviewed in more detail in this
section to discuss lead capture (Objectives 1 – 3) and cost reporting (Objective 11).
Other objectives to Nordson ASYMTEK’s exhibiting at tradeshows that were not
measured in qualitative terms yet were still considered successful to ROO included
face-to-face networking and meetings (Objective 4), and public relations surrounding
the tradeshow (Objective 8). We could value the success of PR surrounding the
tradeshow by the press visits. With 13 meetings with editors fulfilled at the tradeshow,
plus one video shoot, together we gained exposure to a total of 17 individual trade
publications, and resulting in 4 articles published after the show.
Introduction of new products (Objective 5) and to prove to our customers that we are the
preferred solutions provider (Objective 7), were also accomplished through the trade
publication exposure and through the press releases picked-up on the Business Wires.
The Innovation Guide that was placed on display in the lobby of the Expo Center was
also a measure of the success of these objectives.
In addition, the product demonstrations and displays backed by an experienced
technical engineering staff in the booth reinforced the success of promoting our new
products, proved our technical expertise, and provided the live demonstrations onsite
(Objective 6).
Turning the subject back to those quantitative measurement programs that were in
place, the following discussions will focus on the successes and the tools that were
CTSM Portfolio – Tracey Schropp Page 33