Like most companies, our client is regularly faced with the challenge of strategically optimizing engagement marketing. Although those in charge have long relied on the instrument of trade fairs, external factors have forced them to make substantial cost savings with drastic consequences for their trade fair participation worldwide. The aim of the portfolio analysis was therefore to create maximum transparency about the previous performance of the current live marketing portfolio, so that a strategically oriented prioritization of the multitude of events is possible.
The planning, organisation and evaluation of trade fair attendance generates data that is highly relevant for the strategic considerations of a portfolio analysis.
In the first step, insidery – in close cooperation with the customer – collected key figures, existing data and third-party data on the trade fair appearances examined: Reach of the trade fair, trade fair booth & social media, booth space, costs, man-days as well as figures on contacts, prospects and leads are only a few examples of the possible indicators already available. Incomplete data sets could be completed by smart operands.
Based on the available data stock and in accordance with the strategic objectives of the company, insidery compiled a data set, which was analysed in detail using evaluation algorithms.
A central aspect of a portfolio analysis is the modelling of the axes of the portfolio model. Trade fairs have always been in the area of conflict between marketing and sales, which is why insidery formed axes for marketing & sales performance, for instance.
The results of the particular trade fairs were represented on these dimensions. Then insidery created individual trade fair profiles and combined the results in a master portfolio – in a personal meeting the findings were presented and options for the future were pointed out.
In general, the company already had more or less all the necessary data and information available. All that was missing was the right tool: The trade fair portfolio analysis is as easy to understand as the classic BCG Matrix, there are also so-called “stars” and “question marks”.
Through this clear classification of trade fair attendances, the live-marketing portfolio in its entirety became transparent and controllable for our customer and the tangible recommendations for action by insidery – for each trade fair – revealed previously hidden opportunities and potentials.
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