There’s more to increasing your trade show ROI than just reducing expenses. Many investments can pay off big, while others are a bust. The aim is to focus your budget into those choices that pay off, without wasting money. So, let’s look at a few critical areas that could impact your next event’s ROI.
Giveaways and Incentives
Giveaways and incentives have become something may trade show attendees expect. But many promotional items that exhibitors spent thousands on end up in the trash the day after the show. Perhaps not an environmentally sustainable approach, but does that “trash” giveaway bring more potential clients into your booth? And if it does, are they good potential clients, or just people looking for “free stuff?”
So, how do you decide what to invest in to create a real incentive that draws in traffic from your targeted audience?
Many less-expensive giveaways don’t provide real value or incentive to booth visitors. If visitors see your offerings as trash, your brand image may be tarnished. Start by considering the demographic group. Do they want a branded coffee mug? A pen? A thumb drive? Or a keychain? Will they be happy to wear branded t-shirts, or will they end up in the closest thrift shop?
Trade Show ROI Depends on the Value You Offer Attendees
If your B2B clients are there to find a new supplier, they may find your latest whitepaper more valuable than a t-shirt. Also, if you are specifically targeting a select group, you can offer more valuable items to fewer visitors. Often, a draw or contest for a larger item, related to your brand or not, can make it easier to get prospect contact information.
So, be sure to customize any promotional giveaways and incentives to match the event and your audience.
Avoid Aggressive Sales Strategies
In some industries, at one time, aggressive sales strategies were seen as the best way to make a sale. While you do need to coax visitors over to your display, overly aggressive sales strategies achieve the opposite.
Trade show visitors have a lot to see with so many displays on the venue floor. And industry experts absolutely agree that a welcoming atmosphere is more likely to capture the attention of attendees, and ultimately make that sale.
Choose and Train Your Event Floor Team
Every team member on the floor of the trade show is an ambassador for your brand. Choose and train them carefully to achieve your event goals. Many companies have complex products, which may require experienced employees to work on the trade show floor.
Other exhibitors are looking more for general lead generation, for which hiring event-specific individuals works wonders. Keep your regular team on-the-job and hire ambassadors to ask to complete the led gen forms. This avoids the trap of team members getting into a long and involved sales presentation during the show.
In Conclusion
The right giveaways and incentives, sales strategies and ambassadors can help you increase your next trade show ROI. Plan carefully, and your brand will get more positive exposure!
