Events

Tradeshow ROI

By Ann Jansen

In today's economy, you need to make sure you're getting maximum ROI on your tradeshow activities. Even in today's increasingly "virtual world" of online events, tradeshows can still provide excellent venues for building and strengthening relationships. These events offer an ideal locale for face-to-face meetings with everyone from customers, key prospects, partners and suppliers to industry press and analysts. In addition to power networking, tradeshows provide a valuable opportunity to monitor the latest trends and the competition.

For companies aiming to gain exposure at an industry event, there are alternatives to the traditional "big booth." Here are some to consider.

  • Industry organization pavilions: If your company belongs to an industry organization that exhibits at tradeshows, you may be able to pay a nominal fee for display space in its exhibit. Some industry groups host special pavilions where their member companies can demonstrate products.
  • Hospitality suites: Consider renting a hospitality suite near the main exhibit hall. This allows you to capitalize on the industry decision-makers there for the event in a more intimate setting. Keep in mind that getting people to walk from the show floor to the hospitality suite can be a challenge. Schedule well in advance, send clear directions and provide a cell phone number to call onsite if they run into problems.
  • Rented RVs: Another alternative to costly exhibit space is to park a rented RV close to the show. Check with the show organizers to find out if this is an option. Sometimes you can negotiate great placement by stationing the RV near a major entryway to the event. Use eye-catching outdoor signage to attract traffic.
  • Customer/partner events: Find out if your partners or customers are attending key industry events. If so, you may be able to collaborate to co-market at their exhibit or at least negotiate to hand out company collateral. Or you could even volunteer to help onsite. Many companies are eager to find personnel with product knowledge to staff the booth.
  • Network: Attend social gatherings or after-hours tours coordinated through the show organizers. Take the time to walk the show floor to check out your competition, assess the latest developments and monitor industry trends, too.

Making the most of tradeshows takes planning and creativity. Contact us today to learn how we can help you capitalize on your next industry event.