Optimize your Exhibition ROI
It is very important to plan and execute an effective Exhibition Marketing for higher ROI. If you follow the below mentioned tips you have a very good chance to increase your Trade Show Return On Investment:
• It is very important to make sure that while planning a new trade show, you must relate everything with your set overall business goals. Those goals are the foundation for your exhibition specific objectives. Every trade show, exhibition or conference event needs its own, specific, targeted set of objectives. They must not be always the same.
• Treat your exhibition like an asset investment. Both require long term thinking, a sufficient budget, and a solid ROI calculation (in advance and after the show).
• You must start preparing your trade show marketing strategy at least 4 to 6 months in advance before the show starts. Exhibition marketing is a very systematic and strategic process, which involves giveaways, offline and online promotions related to your exhibition objectives. It not only helps in achieving high Trade show ROI, but also gives a financial boost to the company.
• Start your exhibit promotion far before the event starts. Your pre-show marketing is an important key to your exhibition success. Therefore spend some time on setting up a strong pre-show action strategy.
Contact the event organizer of your show to find out whether they will publish the list of pre-registered attendees for the exhibitors some weeks in advance. This would be one reliable list with high potential. Those people are already scheduled their exhibition attendance and you can invite them directly to visit your exhibit.
Contact this list prior to the event through direct LinkedIn InMails, attractive post mails or personalized postcards, email, phone calls, or even better a combination of all. Offer them a special attractive incentive that encourages them to visit your booth during the show.
• You must identify and streamline your online and offline call-to-action (CTA) strategies, which involve achieving your business goals by metrics, goals, booth, landing page and signs related to your company or organization. It helps the visitors to subscribe for a product demo, webinar and newsletter. This CTA helps in connecting with your marketing goals by achieving them in effective manner.
• At the same time, it is essential to approach other colleagues in your organization for their thoughts and personal info on the upcoming trade show. You will undoubtedly hear thoughts that the exhibit division might not have long ago acknowledged and find better approaches to consolidate your business activities into the system. Finally, verify everybody at your organization knows why you are participating in this trade show and why it is paramount. Organizations often must invest a significant amount of funds on exhibiting, and it is useful for their decision makers and representatives to demonstrate why it is a paramount business activity.
• Use all available social media marketing channels like a Pro. Social media gives a great platform for creating a boost to your exhibition marketing and these social media sites include Google+, YouTube, LinkedIn, Facebook and Twitter. These sites support strongly in complementing your other marketing activities like press releases, phone campaigns, and email blasts. So, this will surely boost up your Trade Show ROI and will increase popularity of the company all across your target market.
Check out whether the organizer has created a special #hashtag for the show. If yes, use the hashtag intensively.
Create a specific individual circle on Google+ for each of your trade shows and invite your followers within other circles to join. Check out available and thematic fitting Google+ communities, join them, add at first some useful comments and publish one or two articles of interest (without any direct promotion of your company or brand), and to the end you invite the community members to visit your booth.
Optionally you could also organize a “sneak” hangout session on Google+1, for example to present new products to the public as a special pre-view event. This again could be worth taking special marketing actions for.
• Use online press release(s) for more booth traffic. Take advantage of the large market influence and brand visibility by publishing professionally created online press releases. And this is not expensive at all, if you use the right suppliers. We have recently paid less than 40 Bucks for a perfect 500 word press release text including the nationwide distribution within the most important news sites with a further submission to more than 700 online news sites and blogs.
• Please keep in mind that the booth itself, the stand construction with perfect signage etc. is only one part of the whole picture. This means that it is important for a successful exhibition but definitely not sufficient!
• See your booth structure with graphics as the hardware which only runs properly with perfect developed and customized software. Your stand team is that software! Spend some funds on sophisticated stand team training by a professional experienced trade show trainer. If your show budget is tight you should rather spend less for stand building, give-aways and/or hotel rooms, but never forget the professional team training.
• Choose the best staff possible. In order to select the team members that will accompany you during the trade show, you must choose them by their attitude more than for just being part of your sales or marketing department. Remember that to promote a positive impression about your company, people who are in touch with attendees must be nice, kind and above all must be well informed about the product or service they will expose. Trade show team participation should not be an incentive nor a company funded vacation time. It’s simply hard work.
• Convince your booth staff to always behave absolutely attendee focused. From the first to the very last minute before the exhibition closes. Therefore NEVER phone, eat or have a small talk to other staff members visible for the attendees walking down the aisle.
• If you are propelling a giveaway or a contest, you ought to likewise bring a social component to it. Try to encourage individuals to begin spreading news around your trade show and conceptualize a few thoughts to remunerate them for their evangelism. There is not at all like a little rivalry to get individuals energized. Making a challenge to pull in actively present people to your stall territory is an extraordinary path for individuals to look into your brand ahead of time and be more energized before they stroll into your space. Keep in mind to have the challenge identify with your trade show objectives.
• Get to know the attendees who visit your booth space and try to ask them what challenges they confront in the products they use and evaluate how your company can make their business lives less demanding. Unite with them in an individual personal manner so you get more paramount to them. Write down immediately all the points you have discussed with people who come to your booth. This data will be crucial when you follow up with them for future reference.
• Qualify your leads. Simple badge scanning is not sufficient! It makes no sense at all to go for maximizing the pure number of (unqualified) leads. Therefore – as already mentioned before – please write down all acquired information about your visitor and his needs directly after he has left your booth (and not hours, days later or not at all).
• Follow up immediately. Studies reveal that 80% of attendees at a trade show do not receive any kind of follow up after the show ends, so this can be a great opportunity for your business.
You should not wait until you are back in your office. Since most competing exhibitors will start their follow up actions after the exhibition (if at all), you would get hidden within the email pile. Convince your team to get the business card data and additional information into your CRM system during the show day and follow up that same evening or night with an e-mail, LinkedIn and/or Google+ connection, and a first phone call the next day.