In today’s trade show world, exhibitors are questioning the ROI (Return on Investment) of participating in trade shows. What’s the problem? Here’s what going on.
- Many trade shows are faltering and this taints the value of the successful trade shows
- It’s difficult for exhibitors to quantify the value of lead generation at a trade show
- It’s expensive. The cost of exhibiting is much higher than just the cost of a booth
- Booth staff have to work at odd times (weekends, evenings, etc.)
- It’s the same show every single year; same old thing
Many trade show hosts are focused more on generating revenue from their exhibitors, through booth sales and sponsorships, then they are delivering value and returns back to their exhibitors. This in turn makes exhibitors and sponsors feel neglected.
Others feel that simply making more calls or increasing the frequency of their email blasts/social media posts will be the magic elixir. It’s much more than a numbers game. It’s about delivering a compelling and demonstrable ROI to exhibitors and sponsors.
Here are our tips for success:
Tip 1 – Work WITH exhibitors to achieve goals
- Ask Questions, LISTEN, and deliver – What are their goals? How can you help them achieve them? By asking, listening, and helping, you have a much better chance of making the sale.
- Partner with them – Make them feel they have ownership in the show.
- Collect and share attendee data. Use your registration system to collect useful data about attendees. What buying decisions do they make or influences?
- Testimonials – Collect quotes and/or videos from exhibitors. What value did they get from exhibiting at the show?
Tip 2 – Focus on attracting qualified buyers to your show
- Give your exhibitors discount codes to send to their contacts/sales leads.
- Partner with other shows to cross-promote each others’ events.
- Source a list of qualified buyers and invite them personally to the show.
- Look at offering special shuttles to pick-up VIP buyers and offer other incentives to entice them to come to the show.
- Make a list of the top 20 to 30 qualified buyer companies, and make a personal visit to them to find out what their goals are for your show. Share this with your exhibitors – existing and potential.
- Testimonials – Collect quotes and/or video from attendees. What value did they get from attending the show?
Tip 3 – Convert pre-registrants into actual onsite attendees
- Starting 4 weeks before the show, inform them why they must NOT miss the show.
- Profile exhibitors and floor demos.
- Who is showing a NEW product?
- Who are NEW exhibitors?
- What are the on-floor demos?
- Offer incentives to attend. If they show up, they will receive further discounts from selected exhibitors, on future association events, or any other incentives.
- Make scheduled appointments at the show between exhibitors and buyers. That will help ensure that they commit to the show.
Tip 4 – Have exhibitor demos on the show floor
- Give a select few some extra space to perform “in-booth” / hands-on experiences in their booth at scheduled times (multiple times over multiple days if needed).
- Create a demonstration area where multiple exhibitors can come together to produce a group demo where all the pieces come together.
Tip 5 – Offer an Exhibitor Concierge
- A single point of contact to help exhibitors achieve their ROI.
- Help them plan their booth.
- Help them train their booth staff.
- Offer helpful tips on exhibiting.
Tip 6 – Create a pre-recorded webinar
- Provide tips for success at the show.
Tip 7 – Keep It Fresh
- Change it up every show.
- Reward large space and long-term exhibitors with prime space or first choice of location.
- See what new technology can be used in booths and on your show floor.
- Go back to old ideas that can be re-used. Just because it’s old doesn’t mean it won’t work again.
All these tips, or even just some of them, will help start the process of gaining new exhibitors, new attendees and putting life back into your show. If you can do only one thing – PLEASE LISTEN!