Improving Trade Show Return on Investment

Before the show, be sure that the audience is the right one for you. Also know what you're going to do in advance, so that your degree of success can be measured afterward. Make goals clear, and set targets in terms of the amount of leads you want. Make sure to put it in writing, with a schedule including designated assignments. The best exhibitors select one message and communicate it to many.

Compelling headline text and attractive art can catch eyes and bring people to your booth. Mail invitations out to your best-known leads and offer free passes. Then, just before the big day, why not phone your leads to remind them about the event, offering a good reason for them to come by to visit you? Train your exhibit staff before the event, so they will fully understand how they can help. This training should include news about products, as well as basic business values and info.

At the time of the show, live demos are great to bring people over to your booth to have a look. Also, this method works for getting a consistent message to a number of people at the same time. Exhibit staff should know that their job is to generate sales leads; encourage them to provide notes about their conversations and observations during the workday.

When the show's over, immediately send out materials to those who inquired, using the format they've requested. A quick response time can help set the positive impression that you made at the event. Prospects who have shown interest should get assistance from you in realizing how to take the next step. Be sure to take a look back when all is done, to evaluate what worked and what needs work. This is the type of feedback that can help you constantly improve your return on investment from your marketing efforts.