Being an exhibitor at a trade show can be a great way to build your brand and generate leads. However it can also be a VERY costly endeavor and a wasted investment. On the 21 Hats podcast, hosted by Loren Feldman, they discussed another option, producing your own events. I’ve produced by own events for many years. You can build powerful brand awareness and have great results. But you can also spend a lot of money with little to no returns.
The question is not necessarily, should you exhibit at a trade show OR should you do your own events. It’s more, to analyze both options and decide to do even do them both, pending your budget and bandwidth to organize.
Here’s a few ways to be a successful trade show exhibitor and get the most ROI.
Plan Ahead and Make Connections
Plan ahead. Successful trade show exhibits begin long before the event. Reach out to attendees in advance. Use social media, email, and industry contacts. Build relationships before the show. Schedule meetings with potential buyers. Your preparation will pay off.
Know Your Audience
Understand who will attend. Research the trade show’s audience. Ensure it aligns with your business goals. Not every trade show is the right fit. Choose wisely. Target the events that attract your ideal customers. Your time and resources are valuable. Use them where they will have the most impact.
Budget Wisely
Exhibits can be costly. Plan your budget carefully. Include everything: booth space, design, travel, and promotional materials. Make your exhibit look as good as possible. First impressions matter. High-quality displays attract attention. Invest in professional design and engaging materials. Your booth is your storefront.
Learn the Ropes
Attend as a visitor first. Experience the trade show from an attendee’s perspective. Observe what works and what doesn’t. Talk to other exhibitors. Gather insights on maximizing your ROI. Understand the flow and dynamics of the event. Use this knowledge to fine-tune your strategy.
Get a Speaking Slot
Many trade shows have opportunities to speak, see how you can secure one. If you do get a speaking slot understand where it is and how to leverage it. Can you video tape it and use it for future promotions. Are you doing your own marketing to drive event attendees to your speaking time.
Brief Your Team
Be sure to brief your team in how to maximize their time at the trade show. Bring them into the entire trade show experience. Some might staff the booth, others might make industry connections.
Related articles:
How to Setup a Successful Exhibit Booth at a Trade Show or Conference(Opens in a new browser tab)
