Best practice guide: Maximise event ROI
Exhibiting can give you the opportunity to speak one on one with hundreds of prospects in a way that no other marketing channel can. Shows like Marketing Week Live give you the freedom of meeting prospects face-to-face and presenting a solution to their problem. But events marketing is expensive, so how can exhibitors ensure they are getting back maximum ROI?
Many people fail to follow up their leads correctly and ultimately, miss out on getting the best results from each show.
There is a lot of planning and work that goes into executing a successful exhibition, including your stand, sales teams, and overall event strategy, and for successful exhibitors the work does not stop when the show days are over.
During your expo.
An important factor, and one that is often overlooked, is ensuring you have an efficient way of collecting data while you are on your stand. Most events provide exhibitors with easy-to-use scanners for capturing your data that can allow for easy exportation back to your in-house team. Check out the Marketing Week Live Ops Manual to find out what’s available for you.
Imagine walking into a shop, spending time speaking to the shop assistant and finding the exact bag you were looking for. You pay for it, and then leave the shop without it. That is what wasting event data is like.
When should you follow up on your leads? The most impressive exhibitors have followed up their leads before the show has even finished. Most data capture tools allow you to download all your data on the same day, meaning you can contact your prospects, remind them who you are and thank them for their time. Don’t forget that event visitors see multiple stands throughout the day, so you need to stand out from the rest.
When calling prospects, it’s important to reference the key topics of the conversation had at the exhibition. The call should be a follow up from where you left off at the exhibition, not establishing new grounds. Research their business, and read up on the notes from the event. This will impress your prospects, making them more inclined to offer you their time to discuss any opportunities further. It’s worth having someone in your team who is proficient on the phone who can dedicate to this activity. If you do not have the in-house capacity for this, you could outsource work to an agency.
Don’t worry if the sales do not happen immediately after the exhibition, some prospects will take longer to nurture. While your prospects may not need your services right now, once the relationship has been built, they will most likely keep you in mind later down the line when an opportunity arises.
Whether you have exhibited before or are just looking to attend as a visitor, attending more events will benefit your business in the future. Exhibitions are an excellent platform for building brand awareness and building a pipeline of new business opportunities.
Coming to MWL as a visitor?
If you are lucky enough to have a day out of the office to attend as a delegate, make sure you get the most out of your visit. Use online show guides to plan which stands you want to visit and which seminars you want to attend. Most speakers attract big crowds so you need to make sure you arrive early for their slot to make sure you get a seat! Exhibitions provide opportunities to network with your peers and keep on top of what’s new in your industry and come away refreshed with some great new contacts (and hopefully a few cool freebies in your show bag!).
Want to know more? Visit MarketMakers on stand ME42 during the show.