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Exhibiting at a trade show or event can be an excellent way for an organization to drum up leads and get its brand in front of target audiences…
If it’s done well.
Exhibiting is a major investment of time, work, and resources. So, exhibitors should get the best possible return for their investment. This means scrutinizing the entire exhibit strategy to ensure it is focusing on the right shows.
How can exhibitors tell which events are worthwhile? What can exhibitors do to attract more (and better) attendees to the events they choose? And how can show organizers help that happen?
Today, many exhibitors prefer to narrow the focus on fewer events that offer the most value.
Often, they’ll dip a toe in the event waters. They may first attend or sign up to be a presenter or minor sponsor. Once on site, they will walk the floor to get a feel for attendance. If the event seems well-attended by the right kind of attendees, only then will they commit to exhibiting.
Throughout this decision-making path, ROI is first and foremost in the exhibitor’s mind — but frequently exhibitors aren’t clear on how to measure it. Every organization has to set its own priorities, but certain metrics can help provide a clear picture of success, including:
Selecting metrics and then gathering data allows exhibitors to use their budget wisely, delivering the biggest and most effective message for their dollars.
“If you build it, they will come,” may have worked for Kevin Costner, but passively waiting for attendees to pass by a booth is a recipe for lackluster results and unimpressive returns.
Instead, exhibitors can grab the reins and work to boost their own booth traffic long before the show starts with strategies that might include:
Exhibiting at an event can provide significant business results via new leads, industry contacts, brand recognition, and enhanced relationships.
But to boost attendance and maximize value, exhibitors can’t just build a booth and hope people show up. Instead, by promoting the booth and brand, offering something of real value to attendees, and holding show organizers to a high standard, exhibitors can ensure every show they choose is a solid success.
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