Blog: Industry tradeshows, are they delivering on the needs of exhibitors and attendees?
As we head into Christmas and lock in our marketing and sales commitments for the new year, how often do we stop and question the significant investment we make in our industry tradeshows?
For many companies, exhibiting at tradeshows is one of the most expensive activities in the budget. The stand design and build, the marketing campaign, the product or collateral, the planning, the staffing, the travel and accommodation. Yet are they delivering the best return on investment?
ROI measurements on tradeshows can be debatable but might include a combination of business enquiries, business confirmed, connections made, research shared, brand awareness, products launched, and business growth.
As an exhibitor, when you hand over the hefty registration fees have you considered what the exhibition organiser is really offering you? What data are you being given about attendee behaviour? What information are you being given about the demographics of those attending? How do you make an informed decision about positioning?
As an attendee that is taking precious time away from the office, are the companies exhibiting the ones you want to see? What value will you get from attending? What will keep you on the tradeshow floor that is exciting and engaging?
Most importantly, what is the organiser doing year on year to attract new exhibitors, new attendees and showcase more product?
Here are a few ways your exhibition organiser could amplify your investment and give you better ROI:
Proximity technologies; while Beacons have been widely available for several years, organisers have been slow to adopt this handy technology. Beacons are a small device that can integrate with an exhibition or event app. Once deployed, they target a user’s location and deliver bespoke content as they move around. Data from beacons can also be used to identify prime tradeshow positions when selling space in future years.
Social content; Engagement, engagement, engagement! Your exhibition organiser must have a social media strategy. Live video streaming, interviews with both exhibitors and attendees, competitions, behind-the-scenes, and media coverage should all be considered across a range of platforms. It is important to remember there are people who will be unable to attend the tradeshow, and this is a great way to provide real time content and engage with a prospective and future audience.
Stand presentations; what better way to engage an entire team of prospective clients than group presentations on your exhibition stand. You get to communicate your message and your product to a group of people instead of just one of two. You could also use this opportunity to launch a new product, create an activation or run a mini team building activity. Stand presentations provide an opportunity for exhibition organisers to attract more attendees, and it provides more value for the exhibitors. Win, win.
Education; what professional development opportunities are being provided alongside the tradeshow? When your industry is meeting, consideration must be given to education sessions for attendees and exhibitors. Collaborative pre-event workshops or quick-fire lunch sessions provide an opportunity to upskill the industry.
Before you commit to next year’s industry tradeshow, please don’t shy away from asking more from your exhibition organiser. If you are spending a significant portion of your marketing budget on tradeshows, you want return on investment. Whether you are an exhibitor or an attendee, you expect engagement and you need value.
If these aren't being achieved, perhaps its time to reconsider your investment?