Maximising Your Trade Show: Ways to Ensure Return on Investment

Trade shows can be an excellent lead generator, a way to connect with customers, and boost brand visibility. Not to mention a fantastic source of content for social media and other marketing communications. Without the right strategy, you can really miss out on making sure you are getting the most out of these prime opportunities. At Totemo Consulting, we’re here to ensure that doesn’t happen. If you’re a small or medium-sized business looking at using trade shows as part of your marketing strategy going forward then here are some of the ways you can maximise your investment and leave a lasting impact.

1. Negotiate Those Costs

Exhibition fees can be expensive, but always remember they are very rarely set in stone. Don’t hesitate to negotiate. Whether it's asking for a discount on booth space, multiple events, or inquiring about any bundled services such as electricity, Wi-Fi, or promotional opportunities within the event materials, every little bit helps. You want to make sure you are making the most out of your show. It is very rare that we would recommend simply just ‘taking a space’. You want to make sure that attendees know you are there, without having to walk past you. Trade show organisers are very often open to discussions, especially if you are bringing something unique to the table. With that in mind:

2. Negotiate Exclusivity

When negotiating your presence at a trade show, an important and powerful strategy is to request exclusivity—ensuring you are the only exhibitor offering your specific product or service. This prevents your direct competitors from being present and helps you capture the full attention of your target audience. As part of this approach you will need to speak directly to the organiser early on, highlighting the unique value your business brings to the show. You may have to be prepared to offer something in return such as an enhanced sponsorship or a more substantial marketing presence for the event. We recommend you check the clauses of booking that allow competitors into the same space and negotiate around those. You want to make sure you are solidifying your status as the go-to provider for your niche at the event.

3. Pick the Perfect Spot

Location is everything at any event, whether it be a trade show, market or other exhibition opportunity. Never just accept the spot you are offered, you want to request a high-traffic, high-visibility area. When finding the right spot you will want to study the floorplan and event map carefully. This is particularly beneficial if many bookings have already come in. You will want a spot near the entrance, popular brands, or food stands to draw more eyes to your booth. Take into consideration toilets, there will always be someone waiting outside for someone else. Having said this you do want to make sure that the space is not going to be too overcrowded and a particular pinch point for the event. Too many people will restrict access to your space and will likely block any signs or branding that you have displayed. It is always worth requesting a layout map in advance to see which areas are likely to get the most foot traffic with a balance of space and avoid overcrowding. It is not just about being seen but being in the right location for your particular target audience.

4. Ask for Attendee Data

One of the best ways to prepare for a trade show is by knowing your audience. You will want certain information about the event before deciding whether or not it is a good opportunity for you, and to calculate possible return on investment. Always, always, ask the event organiser for attendee data and demographics details ahead of time. You can ask for the predictions based on the current event and where they are promoting the event and existing ticket sales, but you can also request previous show information. This tends to give you an idea of who is actually attending vs who they are targeting. This will also allow you to tailor your materials, booth design, and even your sales pitch. The more you know about who is attending, the more targeted and effective your approach will be.

5. Maximise Your Presence

Having a booth or stand is not the only way to attract attention at a trade show. Look for additional opportunities to get your brand into event brochures, leaflets, and even goodie bags. If they are looking for speakers you may want to do this. Pay attention to networking events around the event such as after parties and attend these too. Additional touchpoints ensure attendees walk away from the event with your name in mind—even if they didn’t stop by your booth. Many trade shows offer sponsorship packages that include these kinds of branding opportunities. It’s all about extending your reach beyond your booth.

You may also want to invite specific clients to the event and hold your own networking event in the evening. These can be particularly successful, especially as many delegates will be busy on the day and so any additional time you confirm to meet with them is beneficial. You may also want to consider booking appointments. This will give delegates a specific time to attend your booth, rather than just walking on the off chance. This will not only make sure they come to see you, but will ensure they have some time carved out specifically for you. 

6. Pre and Post-Show Marketing

Never wait until the day of the event to make an impression. You want to take as much advantage of your presence as possible, both before, after and during the event. You will want to promote your presence at the trade show in advance by using your social media channels, newsletters, and even your website to let customers and potential leads know where they can find you. You may want to offer exclusive deals or giveaways for those who visit your booth. Build anticipation so people have a reason to seek you out. This will also be beneficial for the organisers and will give you favour when negotiating for the next event. They will see you as driving traffic to the event. Make sure you make a note of how many people have booked either through your specific link or recommendation.

Trade shows are also a fantastic opportunity for content creation. Having something to say on social media, in newsletters, on your website etc can be difficult. One benefit of booking a trade show is the massive opportunity for creating relevant content! Take advantage of the event by capturing behind-the-scenes footage, live videos, and customer interactions at your booth. You can share snippets on social media in real-time to create buzz and engage your audience. After the event this content can be repurposed into case studies, highlight reels, or blog posts that keep the momentum going long after the event ends. One particular reason we like to recommend showing the behind the scenes content is to share all the hard work and preparation that has gone into attending an event. For those that have never done one it is hard to understand everything that goes on in preparation. You might be creating specific samples, designing specialist products or creating limited editions for these events. Sharing all of this allows you to demonstrate your expertise as well as even justify pricing. This is something we can talk with you more about in a future blog.

7. Follow Up is Key

The real work in terms of lead generation and nurturing starts after the trade show. During every show you want to make sure you are gathering as much data as possible, obviously while following GDPR procedure. You want to make sure that you follow up with every lead you captured within a few days. Make sure you personalise your outreach by mentioning the conversation you had, or reference something specific about them. You can do this by ensuring you are taking notes after speaking with potential customers. This can be hard in terms of managing time etc, but if at all possible we have seen this personal touch make a real difference. Making sure you have this will increase the likelihood of converting a lead, so though this may seem like a ‘waste of time’, trust us, it is worth it. A good way to do this is to have a private area of the stand, or as private as you can get. Somewhere you can quickly run to in between speaking to people to give you the minute of time and space to make your notes. Then you can come out and concentrate on your next inquiry. Whether it is a thank you email or a special offer, timely follow-up is really key to turning connections into customers. Make sure you have time blocked out after the event, not to catch up on work you have missed, but to make sure you are making the most of the event you have just attended. Then carve out time on top of that to catch up with everything else that you will inevitably need to work on.

Here at Totemo Consulting, we specialise in helping SME business owners develop strategies that make the most out of every opportunity. Trade shows are no different. There is more to them than you first think. If you need expert advice on how to prepare, stand out, and turn an event into long-term growth, we can help guide you every step of the way.

Get in touch with us today and we can make sure your next trade show provides you are much return on your investment as possible. Trade shows take up so much time and energy, we want to make sure you are getting the most out of them as possible.