Maximizing Your Trade Show Return on Investment
TRADE SHOWS PRESENT EXCEPTIONAL OPPORTUNITIES FOR PRODUCT MANUFACTURERS; IF APPROACHED STRATEGICALLY.
Achieving a successful return on investment (ROI) from a trade show requires careful planning, strategic execution, and a keen understanding of the particular show, its influence, and its attendees.
Read our roadmap on how to unlock the full potential of your trade show participation.
TRADE SHOW PREPARATION
Pre-show Promotion and Preparation
When it comes to generating media coverage and enhancing visibility throughout, before, and after a trade show, aim to have all essential assets ready about 4-6 months ahead of the event. These assets should include product photography, product descriptions, and any event details - such as unique activations, parties, and giveaways.
Utilize a combination of PR, social media, email marketing, and paid media to generate buzz about your show presence. These efforts should translate to securing appointments and engagement at the show.
Research and Ask the Right Questions
Walk in the shoes of an attendee. Before you commit to exhibiting at a tradeshow attend the event first to ensure it caters to your target market. Consult show administrators for insights on previous year attendees and promotional support.
Here's the reality check – is your company ready for a trade show? Do you have the financial flexibility for this venture? Have you considered the logistics of product shipping and booth setup/teardown? And most importantly, have you equipped your staff for the sales and educational aspects required?
A STEP-BY-STEP GUIDE FOR BOOTH DESIGN, EXPERIENCE, AND STORYTELLING
1. Focus on your Brand
Prioritize the integration of your brand's story, values, and mission into a unified visual identity when designing your booth or showroom. This overarching concept sets the stage for a cohesive experience that resonates with attendees. Enlist the help of a booth or showroom designer if your budget allows. Their expertise can translate your brand story into a creative and cohesive concept that leaves a lasting impression.
2. Stand Out
Purchase a booth that is at the front of the expo center near the entrance - those tend to get more traffic than the booths in the back or in the middle. Pay attention to signage; make sure that your company name is large enough for people to see and that your products are well-labeled. You should also show off any achievements such as certifications, award wins, and organizations you belong to (eg. B Corp. or MindClick). Make sure your booth is well-lit and colorful. If the products you offer aren’t very colorful themselves, fill your booth or showroom with plants and/or flowers to add some “life” and draw the attention of attendees.
3. Make it Interactive
Incorporate instructional or brand videos that play on repeat in your booth. These videos can offer insights into your product's use and your brand's values. You can also plan programming including live product demonstrations, expert panels, and Q&A sessions that align with your brand's core themes. Creating an immersive experience during the show helps attendees connect with your brand and products on a deeper level. Entice attendees with memorable giveaways or swag adds an extra layer of intrigue.
4. Plan an Activation
To enhance attendee engagement, consider hosting events or activations. Whether it's live music, celebrity or influencer appearances, or photo booths, creative activities can draw people into your booth or showroom.
DURING AND AFTER THE SHOW
1. Take Notes
A lot of people love to collect business cards and after the meeting write a quick note about their conversation on the back of the business card - simple and genius right? The best way to sell is through a personalized approach. Including something personal in your follow up will make that potential customer feel more connected to you, and subsequently your company and product.
2. Utilize Social Media
Leverage social media to amplify your exposure. Share live updates, photos, and videos from the tradeshow on your social media channels. Use event hashtags, mention speakers or exhibitors, and engage with attendees online. After the event, continue to leverage social media by sharing photos, videos, and testimonials from the tradeshow. Use this as an opportunity to thank attendees and generate leads.
3. Measure and Survey
To gauge the impact of your trade show participation, it's essential to measure various key aspects: visitor metrics, social engagement, sales activity, and increased brand awareness. Gather input from your team about their perception of the event and its importance within your organization.
Whether you are a seasoned trade show exhibitor looking for a fresh outlook or strategy, or a newcomer trying to make a splash, we hope that these steps act as a guide for you to reach your full potential and make the most of your investment.