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Maximizing Your Trade Show ROI: Tips to Get the Most Value from Your Exhibition
By: Erin Eldridge
Trade shows have long been a cornerstone for companies looking to expand their reach, forge new partnerships and showcase their latest innovations. Yet in a landscape crowded with competitors and ever-evolving technologies, simply showing up is no longer enough. Maximizing your return on investment (ROI) requires an intentional strategy and the right partners. Here’s how you can make every trade show count, and why Rogers is the solution that brings your efforts full circle.
Trade Show KPIs: How to Set Objectives and Measure Results
Every successful trade show starts with clear, measurable objectives. Are you focused on generating qualified leads, launching a new product, strengthening brand awareness, building industry relationships or all of the above?
Define those objectives up front and determine your key performance indicators (KPIs). These may include:
- Number of leads generated
- Cost per lead
- Sales conversion rate
- Revenue generated
- Number of new customers or partners
- Website visitor spikes
- Social media followers and engagement
As you track your KPIs from each trade show, use the results to adjust and plan for the next event. Measuring your results helps identify what to scale and what to fix. Over time, this steady cycle of measuring and refining results in better outcomes, more qualified opportunities, stronger partnerships and higher ROI.
Lead Capture and Qualification: Make Your Best Trade Show Leads Stand Out
One easy way to improve trade show ROI is to gather more qualifying information on each lead scanned in your booth. Then use your CRM to score and evaluate your trade show leads, flagging your highest-intent contacts for immediate follow-up.
Even without a CRM, most of today’s lead retrieval systems enable custom questions so you can gather the most pertinent information about the contacts you made at a show. A good first step is to collect quality signals like B.A.N.T. (Budget, Authority, Need, Timeline). When combined with the demographic/firmographic information gathered during attendee registration, your best leads become more apparent.
Booth Design, Marketing and Logistics to Drive Traffic and Increase Dwell Time
Optimize your booth design with bold, brand-forward visuals and clear headlines that explain who you are at a glance. An open footprint, strong sightlines and intuitive wayfinding help turn curiosity into action. Impactful graphics, compelling messages, lighting and interactive demos result in higher stopping power and longer dwell times.
Need help maximizing your booth layout? Check out our Leads Estimator Tool to see what you’ll need to reach your target lead count.
Pre-event marketing can make a world of difference in your trade show ROI, as well. Use the event organizer’s marketing platforms to spread the word about your booth. Ensure your company categories and key messaging are included on the event’s website and in its promotional materials. And don’t underestimate the value of targeted outreach. Leverage email, complimentary registration, your website and social media to build buzz and invite your ideal audience to visit your booth. Most top-performing exhibitors start creating connections before the doors even open.
Of course, seamless logistics can make or break your trade show success. Coordinating shipments, ensuring your assets arrive intact, meeting set-up schedules and getting on-site support are crucial to showcasing your brand and products. Rogers offers turnkey solutions so you can focus on engaging with attendees rather than managing details.
In Booth Engagement: Make Better Connections on the Show Floor
Once the show starts, your team must work together for the best results. Role-based staffing and strategic scheduling keep your team fresh and focused. Equipping booth staff with product training, knowledge of who you are targeting, how to qualify leads, and your show objectives helps everyone contribute to better ROI.
Avoid huddling behind counters, scrolling on phones and breaking out the laptops to do work. Be present and approachable. Ask questions so demos can be tailored to the visitor. Capture lead details in real time and be clear about follow-up actions so post-show outreach is fast and relevant.
Post-Show Follow-Up: Lead Management for Optimal ROI
Perhaps one of the most critical factors for a positive trade show ROI comes in the follow-up phase. According to the Center for Exhibition Industry Research (CEIR), the value of a lead diminishes quickly after a show. A structured lead management plan and follow-up standards will significantly contribute to your trade show success. For example, assign someone to call your highest value leads within a few hours of their visit. Then send a follow-up email, connect on LinkedIn, send a text message and call again. Establish how many touches you’ll have within a defined time, use a mix of outreach methods, and leverage the strength of your inside sales, customer service and marketing teams to get the job done.
Every marketer knows – the faster the follow-up, the more likely the win. Simply put, many buyers award the first company to respond. A clearly defined follow-up action plan is crucial to achieving a fantastic trade show ROI.
Why Rogers is Your Partner for Trade Show Success
With Rogers, you don’t just get a service provider, you gain a partner invested in your success. Rogers delivers:
- Expert booth design and branded environments with more than 80 years of experience
- Strategic planning and project management
- Seamless logistics and real-time support
- Proven results with clients in a multitude of industries
From comprehensive preparation to in-booth experiences to successful trade show marketing, Rogers empowers exhibitors to reach their maximum potential.
Let Rogers show you how to turn every event into a business-building success story. Talk to an expert today.
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