Maximising your ROI
Exhibitions and other events are highly significant new business generators, the opportunity to meet prospects face-to-face, gather targeted leads, and make a major impact with a product launch. Making the most of these events is essential, as the cost of attending – in terms of exhibition space, stand build and personnel – can be very high. This is where Alto can help.
Planning your pre-event, on-site, and post-event marketing activities will greatly help with budgeting and good ROI. Here are some things that we take into account when we are working with our clients. Contact us if you’d like to know more.
When deciding which exhibitions and conferences to attend, consider:
- Suitability of the show for a particular business/product area/product launch
- Delegate group – do they constitute the key target audience?
- Benefits of being associated with a relevant society/conference organiser
- Media attendance – would this be a good place for a product launch/press event?
- Potential to make an impact and be seen
Once you’ve decided to attend, you’ll need to consider how best to present your products and services, including:
- Booth position. Make sure you’re going to be easy to see eg near to coffee/food, poster areas
- Presentations and posters
- Customer/key opinion leader seminars
Raising awareness with pre-show promotion
Build up to the event by letting people know you’ll be there. Use a selection of activities to drive people to your booth:
- AdWords – linking your company/product with the event
- PR and show previews
- Emailers (to internal, third party and/or pre-registered delegate lists)
- Sponsored show specific e-alerts
- Add the event to your email sign-off, advertising etc
Increasing booth traffic
Help improve your on-site brand awareness and increase quality lead generation through:
- Show sponsorship packages. These can include a number of marketing aids and materials. Some shows will also be associated with societies/publications which offer other avenues for promotion
- Competitions and branded giveaways – can increase booth visits and data capture
- Booth tours & product demos – e.g. for larger booths with many products or to really push a specific product or technology
Whether to introduce a new product, reinforce your expertise through key opinion leader talks, or simply to show appreciation for your valued customer relationships, a customer event provides a more relaxed and personalised forum for networking.
Spend time with the media
Build strong relationships with your core media. Regular media liaison is still key to a good PR and marketing campaign, and depending on the significance of your ‘news’, on-site media activities might include:
- One-to-one meetings – allows journalists to find out more about a new product or service offering and talk to relevant personnel and senior management
- Press conference – for a significant product launch or corporate announcement
- Press lunch/dinner – a more personal and relaxed approach
Making the most of the leads that you get
Getting the leads is the first stage. Maximising the conversion of prospects to customers is the final objective, so leads need to be followed up through visits, calls and emails. It can be easy to finish one event and start working on the next without finishing this vital step, so develop a follow-up plan in advance.