Optimising Expo ROI

Whether you love them or loathe them, there is no denying that exhibitions are impactful and drive results. They are fundamental to any marketing strategy elevating your brand presence, providing a platform to showcase products and services to cut through to highly targeted audiences. Most importantly, they will place your brand in front of thousands of consumers giving you the opportunity to connect with prospective buyers who are looking for companies that can provide a solution to their needs.

So now that you're committed to exhibiting, how can you optimise your expo investment? Anyone can rock up, erect some pull-up banners and hand out brochures but there's a lot more to consider so you're attracting the right type of buyer to your stand. A consumer who is primed to buy, is already engaged and familiar with your brand will be more likely to commit to a sale.

There’s never been a better time to level up your expo game!  If you're serious about capitalizing on the opportunity (which can be whatever you want it to be), it's worth investing time and strategy into making sure you have the right plan that will deliver the results you're looking for.

Here's some observations from businesses who 'crush' it at our expos (+ a few of my own thoughts);

Make an Impact - A well presented stand that invites interest and lures the consumer onto your floorspace will pay dividends and set the tone for the right sales conversations. Expos are busy spaces and it can be hard to stand out from the crowd. The appearance of your stand can mean the difference between someone stopping to find out more or passing by without a second glance. Interactive booths that bring the outside world into the expo will help the consumer visualise your product in their space leaving a lasting impression. The more visually appealing, the better plus your visuals whether its product or artwork will act as an illustrative reference point and prompt when explaining your product or service.

Tailored Marketing Campaigns - Investing in a consumer show is the most effective way to get in front of thousands of qualified buyers BUT, it shouldn't be in isolation. A targeted marketing campaign to the right audiences that get your brand seen before, during and after the expo will secure much better results as the consumer will already be familiar with your brand. The next 4 weeks after the show are particularly critical.  Following up on leads and having a marketing campaign in place that continues to place your brand in front of the consumer will lead to higher sales conversions.

Leverage Every Promotional Opportunity - Exhibition organisers run aggressive marketing campaigns to drive visitor numbers to the show. Make sure that you're capitalizing on opportunities to promote and position your brand as the industry leader. This may include brand positioning in the Buyers Guide, Social Tiles promoting the event on your platforms, Sponsorship opportunities, participating in Door Prizes and Speaker Sessions so you can educate more consumers about your brand.

Capture Every Single Lead - Make sure your teams are capturing consumer information. This can be managed through a lead generation app or your own internal systems.  While you’re doing this, don’t forget to get them to follow you on your Facebook, Insta, Tik Tok (whatever your flavour is) so you can continue engaging with them well beyond the expo.  Remember - your business is just 1 out of many businesses vying for their attention too - with some potentially selling similar products to yours.

Bring Your 'A' Game - It's important to have your team aligned with your goals and expectations (long-term, short-term and immediate). It's also important to use experienced staff who understand your product, are strong communicators and represent your brand well. They are the face of your brand and first impressions do count! Leading with enquiring questions that help you understand the customer requirements will deliver much better sales outcomes and build trust and respect. Don't sell it, tell it is great advice.

Interactive & Experiential - Creating an interactive experience will grab people’s attention and participation which will often attract a crowd. Live demonstrations, touch screens, and featuring new technologies like virtual reality are super effective techniques to make your brand memorable.

If you're planning on exhibiting in 2024 and would like to have a chat about how you can get the most out of your expo experience, email me at daena@poolspalife.com.au.

Pool & Spa runs a portfolio of expos across Australia and New Zealand in conjunction with magazines and digital marketing campaigns ensuring exhibitors are connecting with more consumers to drive the right sales results.