Trade Show Planning: Get the Best ROI

With marketing budgets constantly being scrutinized, the importance of maximizing the return on your trade show investment is more important than ever. According to the Center for Exhibition Industry Research (CEIR) and the Promotional Products Association International (PPAI):

• Eighty percent of trade show attendees pre-plan a “top ten list” of exhibitors they will visit, but only 20 percent of exhibitors do pre-show promotions (CEIR)
• Exhibitions are more effective in generating leads and orders, introducing new products, promoting brands, increasing company awareness, and entering new markets than advertising, direct mail or public relations (CEIR)
• Trade show attendees are 52 percent more likely to stop by an exhibit and 20 percent more likely to remember the booth if a giveaway is staged at that booth (PPAI)

As we all know, coming up with great ideas that set your exhibit apart and attract trade show attendees are sometimes hard to find.  Planners also need to keep in mind that even best ideas fall flat if messaging is inconsistent with other marketing strategies employed by their company on a regular basis.

Building a successful exhibit

What follows are some initial guidelines/things to consider as you build your successful trade show exhibit:

• Decide on a traffic building tactic to get the attention of your attendees and create a “buzz” about your booth throughout the trade show.
• A successful trade show promotion begins before the show.  Take advantage of mailing lists offered by show organizers to pre-promote your exhibit.
• Create an attractive exhibit that highlights your company’s professionalism and offerings.  Decide on apparel for your staff that adds to the overall uniform look of your display and acts as a walking reminder of your company as employees wander the trade show floor.  Also consider which prizes and giveaways will attract your target audience and have life after the show.  A pen might get thrown in a drawer, but a unique premium item can become a desktop display that keeps your business top-of-mind.
• Close the circle of communications after the show by following up with leads you gather at your booth.

While there are many books and online resources available to help you plan for your next trade show circuit, we think the best place to start is at Proforma.  Give us a call at 800.554.2920 to learn more about our experience developing successful trade show strategies for our clients and what we can do for you. 

Comments

[Werbegeschenke]

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[Show Exhibit]

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