Tips to Increase Your Show's ROI with Measurable Objectives

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Determine how many qualified leads you wish to generate at the show

Build a targeted prospect list and invite those on it to your booth. Start in-house with your sales team and your distribution channels. Build a list of customers and current prospects whom you would like to visit your exhibit. Include anyone who has inquired about your products or services over the last 12 months. Ask yourself, 'What types of companies and what job functions/titles do we want to visit our exhibit?'

Add to your customer and prospect list

Rent names of previous show attendees and/or pre-registered attendees or source names from industry publications. Get creative in finding names such as throguh magazine databases you already advertise in, your sales staff, accounts and other resources.

Set a goal for the number of one-on-one meetings you wish to have with buyers and prospects at the show

Get your booth on these buyers' and prospects' agendas before they leave for the show. Remember:

• 76% of attendees arrive at the show with an agenda
• Attendees spend quality time at a show with 26 exhibitors, at most 
• Half of these 26 exhibitors schedule appointments in advance.
  Source: Center for Exhibition Industry Research (CEIR)

Improve your post-show follow-up

Create a customized lead-retrieval form for your company with specific follow-up action codes. Get this done ASAP after the show so as not to lose any momentum created at the show.

Tips to Design Your Display to Sell

Begin with the End in Mind

Before designing your booth display, ask yourself the following questions:

• What product or service will we be showcasing?
• Who are our targeted buyers?  
• What are my competitors' displays like?   
• Will we be conducting private meetings in our booth?
• What is the corporate image we want to project?
• What electrical, telecommunications and other services do we need? 

Graphics With Stopping Power

You have three seconds to grab buyers’ attention as they walk down the aisle. To make sure your display is noticed, design your graphics so they are visible from 30 feet. And make sure the design quickly and clearly tells buyers why they will benefit from coming into your booth. Your graphics must answer these buyer questions:

1. Who are you?
2. What is your product?
3. What is your offer, and why should I care?

Have your graphics professionally designed and then add lighting to make them "pop."

Invite Attendees into Your Booth

Encourage attendees to enter your booth by matching your booth's carpet color with the color of the aisle carpet, so there is no visual barrier between your booth and the aisle.  For the same reason, don't block the front of your booth with tables or product.

Benefits of Renting a Display

If you exhibit fewer than four times a year, you could save up to 33% of your show budget by renting your display instead of buying it. Renting your display will save you the cost of shipping, drayage, carpet, labor and storage — not to mention the price of refurbishing your own display.

Design a Cost-Effective Display— Read Your Show Manuals! 

• Exhibitor Service Manual contains your show's carpet and drape colors, floor plans, facility rules, and display regulations
• The L&FGE Manual tells how to order show services and rent your display. Use the "Exhibitor Assistant" to guide you through the ordering process

 

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