How to Boost Your Trade Show ROI
Plan in Advance
The first step to improving trade show ROI is by creating an engagement timeline to support you company’s strategic marketing plan. To achieve an action-oriented goal, make sure to look at the whole communications picture, including the following:
- online marketing
- media relations
- public relations
Your messaging needs to align with your overall marketing strategy and clearly explain how your products or services can benefit customers and prospects. Include information that demonstrates concrete value, such as research data and comparisons. Having competitive data readily available will help you communicate user-benefits rather than solely self-serving your brand. Create real answers and data in advance so you can earn trust and demonstrate your company’s best talents.
Build Quality Traffic
Be prepared to reach out. Engage your customers and prospects well in advance of any event. Also, make it clear how they stand to benefit from visiting your booth. Some great examples of incentives include the following:
- special show pricing
- access to exclusive research or information
- in-booth gifts or activities that provide meaningful experiences
Make sure to put your information on your company’s website.
Also, social media platforms such as LinkedIn, Twitter, Facebook, Instagram and Pinterest make it easy for brands to engage with customers and prospects.
Contact the show organizer to obtain the media list of those that will be in attendance at the show and reach out to the press with news and information about your company.
Additionally, ask for the attendee list and utilize email or direct mail to invite visitors and make appointments if permitted by the show.
Consider sponsorship opportunities to co-promote with the trade show organizer to help boost traffic to your booth and buzz around your participation.
Keep a variety of new and traditional communication channels such as social media, video, email, direct mail or print advertising when planning a pre-show marketing strategy.
Your team plays a significant role in boosting your trade show ROI. Therefore, don’t let your efforts fall short due to an uniformed booth staff. Instead, transform each salesperson into a high-trained brand ambassador.
It is essential to invest the time and effort to train your on-site staff. Get the staff excited – make it fun, but also incentivize them to reach sales goals. During the training process, make sure to clearly articulate the criteria your sales team needs to use to qualify visitors and determine whether they are high-quality leads. Also, develop a protocol to ensure a smooth process when VIPs show up.
To notice a bigger trade show ROI, don’t stop working toward your goal just because the event is over. Communication with customers and prospects doesn’t need to end when the trade show does.
The show itself is just the starting point of the sale. For a more effective follow-up, take action at the show. Clearly annotate the leads and rate them based on your sales and closing criteria to ensure the best leads get immediate attention.
These are just a few tips on how to boost your trade show ROI. Our team at Awards & More can help you with all your trade show promotional item needs. Contact us with the link below to start on your promotional products today!