4 Ways to Improve Your Trade Show ROI through Custom Exhibit Displays

1. 4 Ways to Improve Your Trade Show ROI through Custom Exhibit Displays Any marketing tool must prove its value to the bottom line or risk getting cut from your marketing campaign. Trade show exhibiting is no different. Unless you earn enough business from exhibiting to reflect a favorable ROI, your trade show days are certain to be numbered. That is why leveraging your custom exhibit displays to improve your trade show ROI can be a smart and profitable move. Following are four ways to maximize your ROI through the use of your displays. Take advantage of trade show technology. Technology that improves lead generation and conversions is now available for integration directly into your custom exhibit displays.

2. These technologies accomplish a number of tasks, all of which contribute directly to a favorable ROI from your exhibiting efforts. For instance, RFID trackers can alert nearby attendees to the products and services being promoted at your booth so you can attract visitors who are already interested in what you have to offer. In addition, integrated TVs, tablets, and video monitors capture contact information for future follow up and offer a digitized way to hold visitors' attention while your sales staff are otherwise occupied. Even animating your graphics can improve your ROI by improving the visibility and appeal of your display. When you take advantage of these technologies, you improve the things that contribute to a favorable ROI, such as the quality and the volume of traffic and leads your booth generates. Target key segments of your audience. Part of your pre show prep should include researching your audience. You can typically obtain a list of attendees from the organizers prior to the show. With a little savvy digging, you can create segments of this list that you want to target with your trade show marketing efforts. The audiences you target should include attendees who possess both decision making power and qualities that make them favorably disposed to your products and services (e.g. employees of a company that is starting a relevant project).

3. Once you know who you want to target at the trade show, you can work with your exhibit company to incorporate design elements into your custom exhibits that will appeal to them. From the promotions you offer to the images you use to the messaging you incorporate, you can label your business as the solution to your target audience's needs. By doing so, you improve the quality of traffic to your site and generate greater business (and a consequently larger ROI). Optimize the appeal of your trade show exhibit design. While pre show marketing should lead to meetings with key prospects, you still want to attract attendees who have not been primed by your pre show efforts. This is where your custom exhibit displays are most valuable. They provide the first impression many trade show attendees will have of your brand, and, therefore, play a key role in whether or not they choose to visit your booth. As a result, optimizing the appeal of your trade show exhibit design is a critical element in maximizing the ROI of your exhibiting efforts. Creating custom trade show displays that will attract the attention of attendees will require collaboration with an experienced and skilled exhibit company, as well as careful thought regarding the messaging on your display.

4. Elements that often succeed at engaging visitors include interactive elements and short, snappy messaging. When your display catches attendees' eyes and draws them in to your display, it contributes to greater lead generation and more business that will result in greater profit. Use your custom exhibit display to host promotional events. Your custom exhibit displays can also serve as a location for promotional events that earn you brand awareness and business at the trade show. For instance, the display can serve as a location for a luncheon and Q&A panel that can answer the kinds of questions that key prospects have about your business. You can hold a product launch at a trade show where you can generate more interest around the new item. You can hold giveaways and raffles that draw people to your booth. With the right display, you can create a space for yourself that is designed to comfortably hold these events. The key to creating a display space that works for the events you wish to hold is to build the display with the events in mind. For instance, if you know you want to hold a luncheon, you should create a space that is conducive to setting up tables and chairs. If you are hosting a giveaway, you might incorporate technology to capture contact information and entries. The result should be a space that serves as an ideal location for promotional events designed to bring in money and improve your ROI.

5. When attending a trade show, it is critical to make every effort to maximize your ROI in order to make your efforts profitable. While there are many steps you can take to do so that have nothing to do with your display, there are also specific methods you can use to leverage the display itself to improve your ROI. By taking advantage of trade show technology, by targeting key segments of your audience, by optimizing the appeal of your custom exhibits, and by using your custom exhibits to host promotional events, you can enjoy maximum profitability from your display.