Transform trade shows, launches, and promotional activities into measurable business processes.
Trade fairs, store openings, new collection launches, dealer meetings, architect events, and client invitations are important sales and brand development activities for the furniture industry. However, when these activities are managed solely as calendar events, their commercial contribution cannot be adequately measured.
Event management should consider information on purpose, target audience, budget, tasks, invitations, attendance, potential customers, opportunities, and results all together.
Event lifecycle
Defining the purpose and target audience of the event.
Planning of budget, resources and responsibilities.
Space, service provider and materials management
Creating guest and participant lists
Registration, appointment scheduling, and meeting planning.
Potential customer registration during the event.
Recording product interest, samples, and interview notes.
Assigning follow-up tasks to sales teams.
Tracking the conversion of opportunities, offers, and orders.
Budget-actual and return on investment analysis.
Connect the effectiveness to the sales process.
Instead of keeping business cards or contact information collected at the event in separate lists, they should be transferred to customer and opportunity processes with permission. A responsible person, follow-up date, and expected next step should be defined for each potential customer.
Measure the success of an event not only by the number of participants, but also by the relationships, opportunities, orders, and long-term business value it generates.