LONDON — A new strategic partnership between Benchmark Collective and Chloe Richardson was announced, aimed at increasing exhibitor rebooking and show growth through data strategy.
The new partnership provides organizers working with Benchmark Collective with the services needed to bridge the gap between the exhibitor experience and exhibitor evidence through ROI frameworks, data strategy consulting, exhibitor data coaching and enablement programs.
“Realistically, businesses don’t make decisions based on purely data or purely emotion alone. This new module combines the two; empowering exhibitors to justify their gut feeling with the right data. The combination is the sweet spot, and why the new module features both education and clear frameworks,” Richardson said. “We will provide training to both exhibitors and the organizing team, so they can also impart that knowledge and education back in their own customer conversations. For organizers who want to be even more proactive and revolutionary, we will provide frameworks, strategies and technology recommendations, which they can brand and distribute to their exhibitors or customers as they see fit.”
Benchmark Collective is an organization of rebooking experts that provide sales training and growth-driving solutions, while Richardson serves as a consultant for event measurement, communication and data storytelling, and as the Head of Content for the Event Leaders Exchange.
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“Over the last five years it’s become incredibly apparent to me that exhibit leads and field marketers know how valuable attending a trade show is for their business, but don’t always have the right data and insights to prove it to their senior leadership. As a result, exhibit budgets are being cut and investment is going towards other marketing channels, including digital and social, because they have immediate analytics that prove their impact and value,” Richardson said. “Obviously, this is a huge loss to the entire event ecosystem. Business will miss out on the enormous value that exhibiting at a trade show brings, whilst the shows themselves will suffer through losing exhibitors.”
Richardson said she spoke with the Benchmark team about what she was seeing, and they collectively believe that through data collection and storytelling, exhibitors will be better at proving the value and impact of their investment.
“And that is where the organizers come in — as exhibitors don’t always know where to start or have access to the data they should be collecting to demonstrate exhibit performance,” Richardson said. “Our theory is that organizers can often lead the way in this area, empowering their exhibitors to tell that data story through education and data collection frameworks.”
By helping organizers to empower their exhibitors, this partnership will help drive rebooking rates, exhibitor loyalty and sustainable growth.
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