How to get more ROI from shows?
Trade shows are among the most expensive, powerful and yet underused B2B marketing tool out there. We will be blunt, it’s not just about the area of the booth or its location, it’s about creating momentum and a customer experience that will drive leads for your entire year.
Listing and picking the best exhibition opportunities is an art in itself. In Southeast Asia, not all exhibitions have truly “regional” potential. Depending on your target objectives and industry, you might want to focus on one… or edge your bets, we can help you make those decisions.
In any case, let’s be honest, between booth space and construction, trade shows do not come cheap. Despite the budget invested in space and construction, few companies are actually driving event preparations at the level required to really generate business opportunities. If you are flying your team in one place for half a week, you might as well be sure you have a system in place to make the most of it! Don’t drive your exhibition like it’s 1995.
Make your presence at an exhibition a memorable marketing campaign with valuable interactions your customers will remember.
Foot traffic and showing up isn’t enough, generating momentum and activities will multiply show ROI by x3.
At Reachlane, we specialize in building marketing momentum and customer experiences that start months before and end weeks after your presence at the show.
3 months before.
Clear event strategy and content availability.
Let’s define the goals of your event at least 3 months in advance and make sure all resources are available to inform and interest prospects. Here are some example of actions:
- Making clear your top management and sales team are aligned on the event goals (leads, solutions to showcase, etc.)
- Introduce your customer and prospect base to your activities at the event. It’s not about selling, it’s about transferring knowledge to your customers and helping them build a business.
- Highjack internet traffic interested about the event to highlight your brand. We will help you think outside the box!
During the show.
High energy execution on the booth and around.
The booth is the epicenter of your presence but your playground is the entire city. Do not limit your actions to square meters, think big.
- Ensure your entire team is on pace with a pre-event internal briefing. Make sure you have modern tools for lead capture, we can support on that.
- Organize an evening in an attractive venue in town for your key customers.
- Organize visits to your factory or a key customer reference.
- Showcase expertise in conference rooms in parallel of the show with exclusive and trendy content.
- We are specialist at implementing “leadgen tricks”: interactive demo, goodies distribution, lucky draws, booth party (and more!) that will drive you contacts at the show!
After the show.
Coordinated and monitored follow up with your team.
We believe this phase is about speed of execution and precision of the data harvested during the event.
Reachlane runs all exhibitions with LeadIndexer, a web app developed by our company to accelerate the treatment time of paper lead forms. Thanks to this A.I tool, we can provide same-day reporting in a dashboard and daily leads exports to our customer, ready to import into their CRMs. LeadIndexer trade show lead scanner is free to try for your own events as well, feel free to give it a try.
For low intent leads, Reachlane recommends to follow up with “lear nurturing campaigns” which will keep visitors engaged with your brands with regular news over several months.