Looking to optimize resources and build on the success of your last trade show? DC-based associations shared stories of using data to power their trade show sales and marketing efforts at an IAEE DC event on March 11.


IAEEDC 1The panel, which included the National Confectioners Association’s Jenn Ellek and ASIS International’s Mary Higham, and was moderated by Bear Analytics’ Joe Colangelo, explored how quality trade show data can lead to year-over-year growth.


Ellek, a Sr. Director of Marketing and Communications at NCA’s Sweets & Snacks Expo described the importance of using existing marketing data to better understand attendee behaviors. After an analysis of NCA’s data from its database, NCA learned the percentage of first time attendees and the number of no-shows. This information will affect how they prepare for future, according to Ellek. “We are way away and it allows me to focus on content and personalizing my messaging,” Ellek said.


Meanwhile Higham, Manager of Exhibits & Sponsorships at ASIS, explained developing highly loyal companies through an analysis of exhibitor data. ASIS Annual Seminar and Exhibit’s data emphasized the importance of a small portion of companies, and maintaining the relationships with these companies can be crucial for an trade show.


Both Ellek and Higham’s experience demonstrate that data is an important tool in trade show marketing and sales. So why aren’t more trade shows utilizing their data? More often than not, it’s that the data isn’t actionable. According to a survey conducted by Bear Analytics in October 2015, 62 percent of organizations say that their data is too fragmented and 24 percent said their data is too dirty to yield useful insights.


Actionable data is powerful data, and it’s crucial to growing trade show and revenue.


Actionable data is powerful data, and it’s crucial to growing trade show and event revenue. The question then becomes, how can you make your data power exhibition sales and attendee marketing?


Here are three ways that you can effectively capitalize on data from your events and trade shows:

  1. Prioritize your priorities — have a data roadmap going into the event so that you know what to get out of the trade show data.
  2. Establish & confirm event and trade show performance benchmarks — this serves as a good gut check for understanding the success and health of your event.
  3. Easily implemented & strategically aligned marketing and sales vision — the ways that you plan to use your data should be consistent with the goals of your marketing and sales departments.


The value of data from your events and trade shows can’t be understated, so why wait to put it to work? Now is the time to make sure that you continue to see success at your event and trade show.

Join us on March 30th to learn more about how to get started in using your Event Data and making it Actionable.