One of the biggest issues that many small businesses face when planning for a trade show is that they are unable to get their aims and objectives straight. You can’t really claim that your trade show was successful unless you are able to determine your targets and then meet them. Studies have shown that the objectives you set can have a major impact on your trade show ROI. While they may be quite important, it is important to note that trade shows are just one of the many channels of marketing.
To ensure that a trade show contributes to your overall marketing aims and gives you a solid return on your investment, you need to make sure that it integrates into your overall marketing strategy. In the end, it’s all about generating sales, improving awareness about your brand, and building key relationships with other businesses in the industry.
Aligning Your Goals
One of the main keys to aligning your goals is to speak with stakeholders in other departments and get a better idea about how they perceive success, and the metrics that they use to measure it. You can talk to your sales manager about the demographics that they use to get the highest rates of conversion and then optimise your marketing campaigns to get the best results on the trade show floor. You can also review the projections made by your company about its growth and then determine how the trade show backdrops will help further your organisational objectives.
Communication and Quantifiable Goals
In order to get the best results from a trade show, you need to divide your goals into two separate categories: communication-based goals and quantifiable goals. The following are some communication-based goals for you to consider:
- Enhancing attitude towards the brand and helping grow your company’s reputation and general perception amongst the audience.
- Promoting a specific message between your clients or popularising a slogan or a new campaign.
- Setting your company apart from other competitors in the space.
- Pulling up the curtains on a new capability, service, or product.
On the other hand, some of the most popular quantifiable goals are as follows:
- Consult with a certain number of prospects at the trade show and have your staff gather a certain number of established qualified leads at the show.
- Conduct some brief market research as well as custom surveys with industry friends to find out more about what people think about your products.
- Calculate the revenue gathered by your staff on the sales floor. This will help you get a better idea about whether your industry aims are being met or not.
If you really want to maximise the ROI at a trade show, make sure that you choose the right event, and be sure to also make a strong pre-trade show marketing push, so that you are able to promote the event before it actually takes place. You can make use of the social media profiles of your company to generate more interest!