How to Maximize Your Trade Show ROI?

1. How to Maximize Your Trade Show ROI? As a trade show exhibitor, your going through this post proves that you are actively looking for ways to maximize your trade show ROI. Well, if you really want to increase your ROI from a trade show, you need to work on and understand your customers’ buying process. Proper knowledge of your customers’ buying process will assist you in coming up with a proper strategy to meet your customers’ needs. Following is given the five-stage buying process that has become popular in in modern times (Jin & Weber, 2013). All of these five steps are sales-oriented and can be easily integrated into your trade show plan. ●Creating Awareness Among Visitors Many attendees participate in exhibitions to gain awareness on industry or a product or service. And, trade shows are known to create awareness among visitors. This is very important for start-up, small and mid-sized companies. This is so, because the trade shows are known to provide opportunities to find new customers. This helps in spreading awareness which plays a deciding role in consumer decision-making. If attendees start recognizing your brand because of the event, you will be on their consideration list when they actually buy. ●Understanding Customer Needs and Providing Solutions This is the second step in the consumer decision-making process. Simply creating awareness and waiting is not enough. You now need to move ahead and inform them how your offering can solve a particular problem. For this, you need to understand your consumers’ problems yourself. Apparently, after knowing the needs of your target audience, you could show them how your offering could solve their problem. ●Experience Although not completely, but this stage can be relevant to some extent at trade shows if your visitors can experience your products. For this, you need to let your visitors try out samples and models at your trade show booth. It helps attendees experience the actual advantage of your offerings and creates an unforgettable memory. ●Evaluation After experiencing your offerings (if you manage to get them to use the samples and models), your booth visitors will certainly evaluate your offerings thoroughly to decide whether to purchase immediately or in the coming times. As an exhibitor you should present your visitors with a comprehensive information pack or follow-up with this lead after the trade show is over. By showing your offering itself it can help reinforce that the offering solves the problem of the visitor. ●Adoption This is the final stage of the consumer decision-making process. If your trade show booth visitors are at this stage, they in all probability, are already aware of your offering, shown interest in it, experienced it

2. and evaluated it. You or your sales should not have to put a lot of effort into convincing visitors to purchase in such cases. Judge and change your pitch accordingly.