Improve Your Trade-Show Marketing ROI

While some marketers may believe that all marketing has been boiled down to simple SEO practices and conversion optimization, the truth is that face-to-face marketing remains to be one of the most effective closing strategies. Face-to-face marketing builds trust, increases buyer familiarity with concepts and products, and creates a personal connection that lays the foundation for follow up with interested clients.

Trade-show marketing is one of the most effective forms of face-to-face marketing. Because attendees have self-selected, you can be sure that the demographic you'll be targeting at the show has some degree of interest in your products. Right away, your sales process is several steps ahead of where you’d be starting with other forms of marketing. So how can you improve your trade-show marketing ROI—especially when there are so many closely-related products competing for buyer attention?

Timothy Carter published a comprehensive list of trade-show tips and best practices in Small Business Trends. Paraphrased below, they are:

1. PLAN YOUR WORK AND WORK YOUR PLAN.

Pre-show, at-show, and post-show are distinct segments that each comprise a set of important activities. All are important and can't be slighted. You can't overspend in any one area to the detriment of others. Break them down in detail and work with your budget to track effectiveness and ROI.

2. PRE-SHOW PROMOTION IS KEY.

You do not want the success of the show to depend on the off-chance that a prospect may decide to stop by. Give propects and leads a reason to visit via social media buzz, promotions on your website, and personalized emails. Regular mail can also be effective.

You want potential buyers to know that it’s worth it to show up. Advertise any potential incentives, such as a grand prize, a VIP happy-hour wristband, or after-show get-togethers. Incentives like this do add to the overall cost you’ll incur, but they also provide an opportunity to develop your relationship with prospects and turn them into long-term customers.

3. STAND OUT FROM THE CROWD.

The Center for Exhibition Industry Research (CEIR) says that the average visit to a trade show is between five and 15 minutes. That doesn't give you much time. You might add tablet kiosks, video displays, and interactive touch screens to give your booth a measure of "stickiness." Scheduled demonstrations, contests, and raffles that require registration can help bring more visits, and in turn, provide you with more contact information for later follow-ups.

4. HAVE ONE-ON-ONE SPACE.

Designating specific one-on-one space eliminates all of the other items that are competing for the customer's attention, which makes the face-to-face interaction more personal and conducive to closing sales.

5. STAFF SELECTION IS KEY.

Consider staffing the booth with your most outgoing and engaging employees. Yes, they must have product knowledge, but try to pick people with whom visitors will want to interact, who can capture contact information, and who know how to qualify customers.

6. DON'T HIDE IN YOUR BOOTH.

Speaking publicly about your industry's relevant topic builds trust and credibility in both your company's brand and you as a representative of the company. After you speak, make yourself available to answer questions and schedule appointments with prospects.

7. LIMIT YOUR MARKETING COLLATERAL.

Less is more! Don't invest in a lot of throw-away items of little value. Pick one or two pieces that you exchange for contact information.

8. OFFER A UNIQUE GIVEAWAY.

Branded giveaways can help boost product and brand awareness among prospects, which contributes towards your overall ROI. You can tie the giveaway in with topical trends or items in the news to add a relevance factor, but above all, be memorable!

9. LEAVE THE BOOTH.

Check out your competition and what they are offering. See what drives interest and visits at other booths. Observe people’s interactions with products and promotions. Learn what to consider for next time, and also what to leave out.

10. FOLLOW UP.

You now have collected hundreds of contacts of varying worth. Have a plan to follow up appropriately with a different approach depending on the given contact's qualification. Your CEO, CFO, or Director of Sales may be the correct level for some, and others may be more appropriately handled by Customer Service or Inside Sales until more information has been obtained.