We reveal the secret of R3: The Live & co matrix.
You, communication manager, we’re here to help you. Tools to justify the presence of your brand on a trade show exist. It’s good news. Too often, communication managers lack robust, comparable and quantifiable data. This insight is crucial since it allows you to optimise your communication budgets and maximise the effectiveness of the communication campaign.
SNAPSHOT OF R3, the Live & co matrix.
R1: THE RETURN ON INVESTMENT
BUSINESS IS BUSINESS
It’s the most traditional data. Everyone uses it. It is purely financial and doesn’t allow a full view of the operation. If exploited independently, Return on Investment can distort the real impact of your presence during the exhibition. This data remains a good analysis starting point.
R2: RETURN ON OBJECTIVES
“I NEED KPIs, KPIs!!”
This data gives means to managers to prove the impact of their campaign when it is impossible to link it directly to sales and volumes. Common marketing goals include increasing factors such as reputation, favourability, purchasing intention.
R3: RETURN ON RELATIONSHIP
We speak about qualitative goals such as engagement and interaction between brand and publics, loyalty, sharing potential and reputation. But for us, it’s also a quantitative perspective.
Let’s take an example:
Compare the financial cost of a sales rep travelling day after day to meet his/her clients compared to the cost of the same sales rep working in your exhibition space for a few days. Replace biking, hours spent, external environments with immersion, proximity and interactivity in a vibrant and interactive environment.
Yes, from this point of view, trade shows can be a wholly compelling and economically-responsible communication strategy.