So how was the show? Yes, but what kind of impact did your company really make? If that kind of question brings you out in anxiety bumps, a Sunnyvale, California company will be delighted to give you a definitive answer – at a price, naturally. The company is Infoprobe Inc, which describes itself as an information, intelligence and research firm, and it will initially offer its new service exhibitors at Comdex/Fall ’87 in Las Vegas at the beginning of next month. It aims to audit subscri-bers’ sales leads collected at the show, and suggests that not only do audits offer a valuable feedback process for companies that spend considerable sums to articulate their message, but has to be conducted independently for the results to be objective. It promises to conduct interviews confidentially and anonymously, covering six standard topics plus two write-in topics. Standard topics to be audited include what do prospects associate the client’s company with; what they like most about the company and its products; what concerns they have; how does it stack up against the competition; what impressed most about the client’s showcase; and what are their buying intentions. Infoprobe admits that the service is new and experimental but hopes that the exercise will provide new insights into trade show exhibiting techniques, as well as offering firms specific feedback on their own impact. At the end of the show, Infoprobe will ask companies who sign up for the service to send in copies of their sales leads, and telemarketing techniques will be used to conduct the surveys. The Comdex/Fall ’87 audit will be $1,500 plus $15 per lead, with minimum of 100 leads another $1,500 minimum. It wants $200 in advance, and looks to turn the first 100 leads round in three weeks, taking one week extra for each additional 100 leads.
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