The major mistake that marketers make is that they treat a given trade show as a stand-alone event rather than as an element of the company’s overall marketing strategy.
The expenditures made on trade shows can, however, be turned into demand-generating investments through advanced planning, innovative displays, and persistent follow-ups.
To ensure a superior ROI from trade shows, the following tips should be considered carefully.
Set Goals
One can have more than one goal, but it pays to be very clear about what one hopes to achieve from one’s participation in a trade show. Is your participation in a trade show being used to launch a product or boost its sales? Or is it being used primarily as a marketing tool to increase awareness of a product? The more clear you are about your aims, the greater the benefits you can expect to achieve.
Do Research
Select the right trade shows to give your business the best ROI in terms of your objectives. Don’t be misguided by the title of a show. So some research to find out which particular trade show will best address the audience you are targeting. There is nothing wrong about asking your customers which trade shows they attended last year. Studying your audience closely will enable you to make the proper arrangements. Furthermore, be sure to ask the organizers questions related to the expected number and demographics of the participants. Also, ask them about their plans to promote attendance at the show. Try to know as much as possible about the location of the show, competing exhibitors, expected traffic, space, lighting, and other conditions that might affect your presentation. Finally, keeping the knowledge you’ve gathered in mind, consider the types and quantities of the promotional material you will require.
Advertise Your Participation
It isn’t enough to just show up at a trade show. Spread the word about your participation in the event. Let your customers, contacts, suppliers, and others know about your attendance at the show. Invite them to visit your stall. Mention your participation on your website. You may also want to offer some incentive to attract a larger audience.
Make Your Display An Impressive One
The quality of your display can determine the overall effectiveness of your participation in the trade show. Make sure your display is organized and convenient for your visitors. Keep the products at eye level and mark any prices clearly. Interactive displays, such as quizzes, games, contests, and demonstrations, that can effectively engage attendees will attract more enthusiastic visitors to your stall. Some prizes can be offered to encourage more participation. Take care to always keep your stall manned — someone should always be there to greet visitors and answer their queries.
Be Certain to Follow Up
As soon as you are back from your trade show, thank any visitors who enquired at your stall. Follow up on the contacts you made and the leads you generated at the trade show within three days of the event. The faster you contact them, the more business you are likely to get.
By following the simple tips above, you will go a long way towards ensuring that your participation in any trade show will be a profitable endeavor.
