The importance of exposure monitoring
In an increasingly hostile global business and financial market, companies must find new ways to generate business or maximize existing marketing methods. While it is true that many companies already use exhibitions as a means of generating new business, many fail to maximize the potential of such events. Although exposure tracking is tedious and somewhat boring at times, it is necessary for any business, no matter how large or small. It is the contacts and customers in these roles who can help your business thrive and progress to the next level.
A clear and specific follow-up strategy is required to turn interest into sales and results. You can just have the exposure and wait for the business to start showing up. You need to actively search for clues you may have and quickly remove clues that will lead nowhere. There is no point wasting your valuable and expensive sales staff time on clients who are simply not interested in what you have to offer. With a campaign to call and recall potential customers, you will make a big profit for a relatively small investment and you will alienate customers from your competition.
Finally, while it suggests that the goal of the show is to generate new business, it is also designed to maintain the trust and loyalty of your existing customers, so make sure you don’t neglect them. Done properly and efficiently, exposure tracking can make it one of the most profitable marketing tools.