How To Use An Exhibition Stand To Create A Return On Investment
Exhibit Designers know all too well that the design of exhibition space is often the most important part of producing a successful exhibition. After all, prospective clients judge your company in seconds and it is up to you to make sure that the first impression is a good one.
What drives ROI
There are many factors that can contribute to a successful return on investment (ROI) from exhibiting at a trade show or similar event. The key is to understand what drives ROI so that you can make the most of your exhibition stand.
Exposure and brand awareness are two of the most important drivers of ROI. If your target market is in attendance at the event, then exhibiting can be a great way to generate awareness and interest in your products or services. Even if you don’t make any sales on the day, you can still generate leads that can be followed up after the event.
It’s also important to consider the quality of leads that you generate. Some events will attract a more general audience, while others will be more targeted towards your specific industry or market. Targeted events will usually result in higher-quality leads, as people who are already interested in your sector are more likely to visit your stand.
Finally, don’t forget the power of face-to-face selling. Exhibition stands provide a great opportunity to meet potential customers and build relationships. If you can make a good impression and stand out from the crowd, you’re more likely to win business both now and in the future. Exhibition stand design is a crucial part of any trade show, and your stand will make a big impression on potential customers. Create a stand that fits in with the event but still stands out, while also appealing to your target market.
What doesn’t generate ROI
An exhibition stand is a big investment. You have to pay for the space, the design and production of the stand, and often for travel and accommodation for your team. So how do you make sure you get a return on that investment?
The answer is: don’t focus on the things that don’t generate ROI. That might seem like common sense, but it’s surprising how many exhibitors make decisions based on factors that have nothing to do with generating leads and sales.
Here are some of the biggest offenders:
- Location, location, location… or not?
You might think that the prime spot on the show floor is worth whatever premium you have to pay for it. But the truth is, there’s no guarantee that being in a “good” location will translate into more traffic or better leads.
What really matters is how well your stand catches the eye of passers-by and draws them in. So instead of spending extra on a prime location, invest in making your stand more visible and engaging.
- Bigger is not always better
It’s easy to fall into the trap of thinking that a bigger stand is better. But this isn’t always the case. Though it depends on your business and your goals, you might find that a smaller, more intimate space works best for you.
- Not all marketing is created equal
Even if you have the perfect space and great design, what matters most is how well you use it to attract traffic and generate leads. Instead of spending more on traditional marketing like newspaper ads or flyers, focus on content-based marketing techniques such as social media or digital banners.
These are cheaper than print ads and they can help take your brand to a wider audience – as well as gain valuable feedback from potential customers.
- Don’t get carried away
If your budget is limited, don’t get carried away trying to build the most extravagant and expensive space possible. The smartest way to use your money is to focus on building a small, but highly visible space that is easy to navigate, has everything customers need and nothing they don’t want, and reflects your brand’s image. Don’t spend more on a stand than you need to.
Tips to create a return on investment
When you’re exhibiting at a trade show or other event, it’s important to make sure that your exhibition stand is working hard to generate a return on investment (ROI). Here are some tips on how to use your exhibition stand to create an ROI:
- Make sure your stand is well-designed and eye-catching. First impressions count, so you want to make sure that your stand catches people’s attention and looks professional.
- Use your stand to promote your brand. Make sure that your brand is prominently featured on your stand, and use it as an opportunity to hand out branded promotional materials.
- Engage with visitors. Don’t just leave your stand unattended – make sure you have staff on hand to engage with visitors and answer any questions they have.
- Collect leads. Use your exhibition stand as an opportunity to collect leads from potential customers. You can do this by having a sign-up sheet or giveaway competition.
- Follow up after the event. Once the event is over, be sure to follow up with any leads you collected. This is the best way to turn a potential customer into a paying customer.
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