Maximising ROI at Trade Shows and Exhibitions

Proven Strategies that can take your average ROI from 105% to 310%

According to the centre for Exhibition Industry Research (CEIR), companies allocate an average of 31.6% of their total marketing budget to exhibitions. With such substantial investment, ensuring strong returns is critical.

Here are the most effective strategies to boost your ROI backed by local research.

Pre-Show Planning Drives Success

The Business Events Council of Australia found that exhibitors with clearly defined objectives achieve 35% higher ROI than those without.

Pro tips: Define 3-5 specific, measurable objectives before the show. Whether generating 50 qualified leads or meeting 5 potential distributors, concrete goals enable targeted efforts and meaningful measurement.

Strategic Booth Location and Design

EEAA data reveals that booths near entrances, food areas, or main aisles receive up to 55% more visitors than those in less trafficked areas. Research from Exhibits Australia found that exhibitors who refreshed their booth design within the past three years generated 28% more qualified leads than those using older designs.

Pro tips: Invest in premium locations when possible (though they typically cost 15-20% more in Australian venues), and update your booth design regularly, even if it is just the signage and product layout.

Staff Training Pays Dividends

A Melbourne Convention Bureau study revealed that exhibitors who provided formal training to booth staff saw a 31% higher conversion of booth visitors to qualified leads.

Pro tips: Conduct pre-show training sessions focusing on qualifying visitors quickly, product knowledge, and effective lead capture techniques. Make sure each staff member has an 'elevator pitch' ready when clients ask what your company does, most times you only have a few seconds to catch their interest or lose them.

Lead Qualification and Follow-Up Systems

According to EEAA, 75% of leads generated at Australian trade shows are never followed up properly.

Companies with a structured follow-up process in place before the show begins report 43% higher ROI than those developing their approach afterward.

Pro tip: Create a lead scoring system and establish follow-up within 48 hours of meeting a prospect for highest conversion rates. At the end each day, send captured leads back to the office so they can be entered into your CRM system, ready for immediate follow up once the event is over.

Technology Integration

The Australian Event Awards reported that exhibitors using technology like RFID badge scanners and digital lead capture systems experience a 29% improvement in lead quality over those using manual methods.

Pro tips: Invest in digital lead capture tools that integrate with your CRM system. Australian vendors typically charge $500-1,500 AUD for these solutions.

Measure What Matters

University of Technology Sydney research shows companies tracking at least four different metrics (cost per lead, conversion rate, booth traffic, etc.) achieved 34% higher returns than those tracking fewer metrics.

Pro tips: Establish a comprehensive measurement framework before the show that aligns with your specific objectives. This is especially helpful when deciding which events to return to and which are just not providing value for money.

With the total cost for a stand at major Australian trade shows regularly exceeding $40,000 (including space, design, shipping, staff travel), maximising ROI is essential.

The most compelling statistic? According to EEAA, exhibitors who implement four or more of these best practices report an average ROI of 310% versus just 105% for those implementing fewer strategies – a difference too significant to ignore.

Let's talk. Schedule a 20 minute chat about your next event.

Email us on sales@tradeshowsolutions.com.au or call 02 8212 4264