A Quick Guide for How to Get the Most Trade Show ROI
Are you considering exhibiting at a trade show? When you consider all that goes into trade show planning–space rental, exhibit design and purchase, graphics and promotional materials–justifying the expenses may feel like a daunting task. However, we have a few tips for how you can get the best trade show ROI, while putting both your CMO and CFO at ease.
Why Should You Invest in Your Event Marketing?
Trade shows provide a brand experience unlike that achieved with a brochure, a billboard, or even your website. You can meet with prospects face-to-face, forging a human connection that trade show attendees (hopefully) won’t soon forget. Where your website lives on the Internet, or your brick-and-mortar location is miles away, you are bringing your products and services directly to potential customers. Leads can figuratively “kick the tires,” ask questions, and start a conversation with you.
With that said, your event marketing strategy should be one that:
Stretches your event marketing budget by making smart purchases. For example, it may be more cost effective to purchase a trade show booth that can be used for many events instead of paying recurring booth rental fees.
Makes your brand stand out from the competition. If you have high-end clientele, you need to have a high-end look and feel to your exhibit and promotional materials. Like a department store’s display that makes you want to wander into the store, it’s worth investing in having a polished brand presence that speaks to your company’s product offering in a way that grabs attention.
What Strategic Investments Will Maximize Your Trade Show ROI?
It’s easy to get carried away with swiping the company credit card in the name of having the ultimate trade show experience. However, here are a few tips we recommend to our customers to getting the most out of their face-to-face marketing investment.
Invest in an eye-catching display. You don’t have to go over the top to draw in the crowds, but at minimum, be sure to have:
- Visible signage with your company name and logo. Be creative, and experiment with digital signage.
- A display that suits your staff’s capabilities and needs. Have an aggressive trade show schedule? Consider purchasing modular or portable displays that can be easily transported and assembled.
Have an irresistible offer. You might use video, music, a unique display, or free giveaways to get people to your booth. Once attendees arrive, make sure your employees give their best pitch for your company. Each one should feel empowered and knowledgeable to answer trade show attendees’ question: what’s in it for them? Offer a free trial, a complimentary strategy consultation, or a giveaway that contains your contact information. Whenever possible, exchange some of these freebies for guests’ contact information so that you can do the next step.
Be sure to follow up. Being at the trade show is only a first step to increase your brand awareness and build relationships, but don’t let it end there. Follow up with the contacts you make at the show. Build a network (e.g. send them an invitation to connect on LinkedIn, add them to your CRM, etc.), and stay front of mind through post-show marketing efforts. Send them additional information about your company, and invite them to visit you at future industry events.
Don’t blend into a sea of competitors at your next trade show. GraphiColor can help you make eye-catching displays that will bring attention to your booth and help you succeed at your next trade show. Schedule a free consultation today.
