Exhibition Objectives To Maximise ROI

Sales Generation Recording

While confirmed sales are undoubtedly the most directly attributable ROI factor, if your primary goal is to cultivate leads, generate new interests, and strengthen existing customer relationships, thorough preparation both on and off-site becomes paramount.

To achieve this, consider the following questions:

• Who is attending the event?
• What constitutes your target audience?
• What are your key product or growth initiatives?

A comprehensive report should encompass key metrics such as the number of booth visitors, completed lead forms, and feedback from essential team members. This data will aid in assessing the extent of your success at the event.

Customer Relationship Management 

Your event objectives might not solely revolve around acquiring new customers; they may also include solidifying relationships with existing ones.

Even if you possess a strong and loyal client base, it's unlikely that your customers are aware of every facet of your business and the full range of products or services you offer. Therefore, capitalise on the opportunity presented by exhibitions to extend invitations to your customers as your special guests. This not only allows you to showcase a broader spectrum of products but also fosters a deeper understanding of their needs.

These chances to connect with new customers or reinforce existing relationships are ideal for maximising the ROI from your exhibition efforts. They enable you to explore potential new business opportunities while revitalising connections with clients you may not have engaged with for some time.

Effective pre-show planning is crucial, and a well-structured schedule can yield numerous rewards. However, it's also important to leave some flexibility for spontaneous meetings and interactions during the event.

Building Your Brand

Events offer numerous avenues to educate the marketplace about your business's unique selling points (USPs), showcase market-leading products, or elevate the profiles of your most influential team members in the midst of competitors.

Here are some tailored strategies based on specific goals:

• If your primary aim is brand-building, consider investing in a custom, attention-grabbing, and innovative stand design.
• If product demonstrations are your focus, explore various multimedia technologies such as Augmented or Virtual Reality (VR).
• Alternatively, you can collaborate with one of the many companies offering experiential opportunities on your stand, specifically designed to draw large crowds.



When evaluating the success of your event, critical data components demonstrating ROI will include metrics like the number of delegates attending your keynote, customers participating in a VR tour, or visitors to your stand. These metrics help gauge the effectiveness of your event strategy.

Public Relations Strategy

A meticulously planned Public Relations (PR) strategy can be instrumental in maximising your visibility at an event.

Success in PR can manifest in various forms, including:

• Securing direct news coverage.
• Obtaining interviews with key media outlets.
• Creating opportunities for more comprehensive feature articles in the future.

Media relations are a pivotal component of this strategy, and exhibitions often present opportunities for one-on-one press meetings, allowing you to provide exclusive insights and commentary to journalists.

To demonstrate the success and ROI of your event PR efforts, consider metrics such as the number of news articles generated, the reach and impressions of those articles, the number of interviews secured, and the post-show opportunities that arise for further coverage. These metrics help showcase the impact of your PR strategy.

Launching New Products

Launching a new product at an exhibition can be a fantastic opportunity, but it's crucial to approach it with thorough research and planning. With a well-crafted PR and Marketing strategy, your company can generate anticipation well in advance, significantly enhancing the success of your presence at the event.

Here are some key considerations:

• Ensure that logistics are well-managed so that your product is available at the event.
• Have both your technical and sales teams ready to address inquiries and engage with attendees during the show.
• Timing and audience are critical, so gather extensive feedback from design studies and prototype testing to maximise awareness and sales opportunities when the launch takes place.

Monitoring various metrics like press coverage, customer inquiries, and lead forms will help demonstrate the ROI of your new product launch at the exhibition. These metrics reflect the impact and reception of your product within the event's context.

Building Channels

Depending on your go-to-market strategy, your business may rely on an array of distributors, resellers, sales partners, and product support specialists to achieve success.

In such cases, you may opt to leverage the exhibition opportunity to:

• Identify potential partners.
• Forge new relationships with distributors and resellers.
• Evaluate niche operators who can help you expand into new strategic areas or bolster your existing network.

If channel building is your primary objective, it's essential to track key metrics, such as the number of new sign-ups or companies expressing interest for follow-up. These metrics serve as critical indicators of your success in building and strengthening your partner network during the exhibition.

Market Research 

Events offer an ideal opportunity to assess your target market's perception of your business, its products, and digital services.

Leverage the event to:

• Collect valuable data through surveys.
• Test the effectiveness of your marketing campaigns.
• Evaluate how well (and where) your marketing budget is allocated.

Information directly gathered from customers often serves as the foundation for insightful reports, areas of improvement, and growth opportunities. This, in turn, enhances long-term strategic value. However, meticulous preparation is essential.

It's worth noting that not all the points mentioned may apply to every exhibitor. Still, a thoughtful consideration of the most relevant items on the checklist will help you measure the success of your participation and enable you to demonstrate significant ROI post-show.