Trade Show ROI

By Kay Campbell



A successful, productive trade show is more than a booth and trinkets. Small businesses can make the most of their resources by planning, well in advance, to be successful. There are five interrelated strategies for maximizing your trade show return on investment.

In times of carefully allocated resources, an important strategy is deciding which shows to attend. Do your research, ask your customers and talk with owners of businesses similar to your own to find our which shows they attend.

After developing specific objectives for the trade show, build your contact list of prospective and current customers. It is imperative to develop a marketing and networking plan for the show well before you set up your booth. Make arrangements to meet those on your contact list before you set foot in the exhibition hall.

Even if you are not setting up a booth, the same planning is essential for any small business attending a trade show. Develop your objectives and network your contact list, setting up meetings in advance. Mining the trade show for new prospects based on a strategy and armed with information packets provides real-time, face-to-face contact with your future customers or partners.

You do have alternatives to setting up a booth or working the trade show floor. Consider renting hotel space for a day and hosting an off-site open house or hospitality suite. Speaking at seminars and panel discussions at trade shows is a low cost/no cost activity providing free marketing and networking opportunities.

As soon as the show is over, gather those business cards and materials you have collected as well as the extensive notes you have made. Contact each person individually, preferably in writing, reiterating the points that were discussed.

You invest valuable time and resources attending a trade show. Spend the months before the show developing and working your plan to assure you receive a return on your trade show investment.



Kay Campbell is principal of ProMeetings, providing meeting planning and management for the medical, technical, and scientific communities. She can be reached at Kay.Campbell@ProMeetings.com.