There are countless costs that go into running an event stand, from renting space in the event hall to purchasing materials for the stand itself. To make it worthwhile, you want your return on investment (ROI) to not only recoup the costs you spent on the stand, but to exceed it several times over.
This might sound easier said than done, but there are actually plenty of steps you can take to boost your ROI, no matter your business’s type or your stand’s focus.
At Extreme Group, we’ve been designing, building, and managing event stands for close to 30 years. Read on to discover 7 proven tips for supercharging your event stand’s ROI!
1. Choose the right events
It might go without saying, but it’s important to make sure the event you choose has the right crowd for your brand. Even the most well-designed stand won’t do well if the attendees have zero interest in what you’re offering!
Look for events where you can connect with like-minded individuals, and avoid those that don’t fit your brand. For example, if your brand is all about fun, youthfulness, and high-energy, you might not get the best results at a serious event for older professionals.
2. Set clear goals and objectives
Before you start thinking about colour schemes and layouts, you need to have a clear vision of what you want to achieve with your exhibition stand. Having specific and measurable goals, like generating a certain number of leads, making sales, or boosting brand awareness, will guide your strategy and help you track your success.
3. Design an eye-catching stand
When designing your stand, keep it simple, clean, and professional. An overly complicated or cluttered stand can be off-putting, so focus on clear branding and effective messaging rather than going overboard with flashiness.
That doesn’t mean your booth has to be boring, however! It should still catch the eye and pique the interest of attendees, so use eye-catching graphics, well-designed signage, and some clever lighting to make your booth visually appealing. A well-designed booth will draw more visitors and create a positive impression.
4. Keep attendees engaged
Once you’ve drawn in passersby, you need to make sure they stick around. Having experiential features and hands-on activities will make your booth much more memorable, so try incorporating product demonstrations, contests, or gamified experiences to capture attendees’ interest. You could also offer show specials or discounts to incentivise on-site purchases during the event.
Remember: the more engaged attendees are, the more likely they are to remember your brand, and the more likely they are to use your services in the future.
5. Train your staff
The people working at your booth play a key role in its success. They’re in charge of engaging with visitors, answering questions, and – most importantly – pitching your products or services and gathering leads. To make sure your team is well-prepared, provide thorough training on your offerings and check they can effectively communicate your value proposition.
It’s also a great idea to bring in a photographer to capture photos and videos that showcase the energy and positivity at your booth. You can use this content in your future marketing materials.
6. Follow up soon after
The work doesn’t end when the trade show does! Reach out to the leads and contacts you met during the event while the experience is fresh in their minds. You can do this by sending them friendly, personalised emails or making calls to keep the conversation going and guide them further down the sales journey.
Make sure to follow up with everyone whose contact details you collected, even if their interest seemed a bit muted at the time – you never know who you’ll be able to convert into a customer!
7. Analyse data to refine future strategies
You’ll have collected a lot of data and feedback during the event, so don’t let it go to waste. Analysing this data will help you see exactly how much it cost you to be part of the exhibition in comparison to the revenue or leads you gained, allowing you to calculate your ROI. Use this insight to improve your strategy for exhibitions to come.
Maximising your exhibition stand’s ROI is an ongoing process, and each event presents an opportunity to learn and improve. By setting clear goals, creating an attractive booth, engaging with attendees, training your staff, and following up diligently, you can skyrocket your chances of success at future trade shows and exhibitions in the future.
Talk to the experts in event stand design and management
Extreme Group are your go-to experts for all things related to event stands. Over the decades we’ve been in the industry, we’ve created and managed stands for both small-scale businesses and multinational conglomerates, always centring our approach around their specific goals. No matter what kind of ROI you’re aiming for, you can count on us to go the extra mile to meet – and exceed – your expectations.
Ready to get going? Book a consultation online or give us a call on 01202 620550 today!
