Tradeshow Planning & Maximizing ROI in 2024/2025

Tradeshows continue to be an important part of many companies' marketing strategies--even for those with a digital-first marketing strategy. The rare opportunity for face time with prospects and current customers can help to attract, close and grow accounts. However, the success of these events hinges on planning and execution. Here are some insights and best practices from your peers in our recent roundtable on tradeshow planning.

Understanding the Value of Tradeshows

While tradeshows can generate high visibility, leads can be a mixed bag without strategic pre- and post-show campaigns to maximize your return on investment (ROI). Companies should strive for a 10x ROI from tradeshows, so plan your goals and time accordingly.

Planning and Logistics

The expense and logistical burden is significant. Here are a few rules of thumb to prevent last-minute fire-fighting and cost.

• 12-6-3 Rule: To make the most of your budget, start booking at 12 months, structure logistics, make your hotel reservations, and pick your product spotlight or theme at 6 months, and plan your campaign and marketing needs at 3 months.
• Plan B: Always have a backup plan. Set up your booth in advance to check for damage or missing parts, pack digital copies of collateral and video on USB, and make note of the nearest print shop in case of lost packages! A 'home base' marketing partner can help with posting and coordinating. 

Wondering if you're getting the most out of your tradeshow investments?

The tools provided in our kit will help you document your plan, chart your goals and ROI expectations, and communicate roles and responsibilities to your team.

Effective Booth Design & Engagement

• Theme and Design: Tailor your booth to a specific theme that resonates with your brand. For example, one company did an AUSA booth for breast cancer awareness by making the booth and merch all pink while still being tailored to their brand. Tailoring to a theme brought a lot of draw to the booth because it offered something new and different.
• Sustainability: Move away from disposable merchandise like pens and notepads. Instead, offer more substantial, single-use items with more draw like Yeti water bottles or backpacks.
• Creative Engagement: A popular choice is having a big lead-up or reveal at the show, creating anticipation and engagement with the booth.

Common Challenges

• Focusing on key elements to avoid a "flea market" feel.
• Having contingencies for issues like lost freight or last-minute printing needs.
• Elevating staff training to ensure they are prepared and engaged.

Make sure staff are trained on product talking points and know which companies are a good fit by setting clear goals for engagement. Staff should also be proactive about engaging with potential leads and avoid barriers like being on their phones. Having a designated host or hostess can help manage these interactions. 

Post-Show Follow-up

The week after the show is the best time for follow-up. Use tools like SPIE's new Conference and Exhibition  app to scan leads and upload them to your dashboard, ensuring all leads are in one place. 

We recommend giving leads about 3 days to readjust after the show. Many people will need to catch up on missed work and your follow up may get lost in the process, however, all follow up should be complete no later than a week after the show. Engage with hot leads first directly via phone or text. Colder leads can benefit from post-show email nurture. 

Tip: ask your leads for 5 minutes at the end of their day to talk. This makes it easier for them to fit you into their schedule.

Tradeshows offer a unique opportunity to connect with leads and customers. By following these best practices and planning meticulously, you can maximize your ROI and ensure a successful event.

Looking for more tradeshow tips on maximizing ROI? Reach out to us to request a meeting and talk through your tradeshow plan.