Trade Shows and How to Maximize Your ROI

Icon Blue Shares 3 Tips on How to Optimize Your Trade Show Efforts

Most businesses attend trade shows either as an attendee or an exhibitor. This article aims to help trade show exhibitors get the most out of their marketing dollars and better ensure positive results.

If you’ve ever attended a trade show, you’ve probably noticed some booths are better than others and we are going to focus on three primary elements that make for a great exhibit:

1) STAFF – Attentive and helpful
2) VISUALLY ATTRACTIVE BOOTH – an enticing, cohesive theme
3) GIVEAWAYS – effective giveaways to stay top-of-mind long after the show

The booths that garner the most attention are the ones with friendly, alert, and available staff. Trade shows are expensive, so it is worth investing in your staff—have enough employees at the show so that people can eat, use the restroom, or take breaks and still have at least one person at the booth. Booth staff should engaging with passing foot traffic to get as many visitors as possible into your booth.

Most exhibition attendees know within 15-20 feet if they are going to stop at your booth. This is why it is important to design your booth with the intention of drawing attention from a distance. Table covers, retractable banners, prize wheels, and colorful signage are all elements that will attract attention and focus from a distance – remember that you are competing with other booths for the attendees’ time, so help them make the decision to speak with you even easier.

You’ve managed to have an engaging and effective presence at the show – now how do you transform that into measurable results? The answer is to stay top-of-mind after visitors leave your booth and the best way to do that is to have smart giveaways ready to hand out. Food items may help attract people to your booth, but they won’t help your prospects to remember you days or weeks after the show has ended. Product ideas such as desk items (mouse pads, phone stands, etc.) that have a high utilitarian value are more likely to be kept and used—generating more impressions of your logo. This helps increase the legs of your trade show marketing campaign and will stretch your dollars further.

These are just a few of the main points you want to consider when planning your trade show. If you’d like to learn more, Icon Blue has a comprehensive guide to maximizing your trade shows that will help you get better returns on your marketing spending. Call us today at (323) 634-5301 and see how we can help you to get the most out of your trade shows!