These days, you can do almost everything online: From shopping to asking a customer service representative for help, it's all right there at your fingertips. However, no matter how much digital technology advances and connects the world, there's no substitute for a face-to-face interaction.

And that's why trade shows continue to be one of the most important and effective marketing events. How can you optimise your strategy to get the maximum value out of your exhibition efforts? 

The value of trade shows  

Why should you be careful not to overlook trade shows when it comes to planning your marketing calendar? Not only do you have access to a 'warm' audience that wants to learn and buy, you can also network with industry peers, receive feedback and stay at the forefront of your field. 

During a road show or other exhibition, the buyer comes to you, with 83 per cent of attendees qualified to make purchasing decisions for their organisation. The same industry research found that nearly three-quarters (72 per cent) of attendees have plans to buy at the show or in the near future and about as many (77 per cent) chose at least one new supplier at the last exhibition they participated in. 

Trade shows give companies access to a warm audience. How can they make the most of the opportunity?Could you be getting a greater return on your trade show investment?

An optimised approach 

So how can you execute an exhibition strategy designed to capitalise on this opportunity? It starts with a well-planned trade show stand that takes into consideration an understanding of your goals, audience and brand image. 

Before the show, attract the right attendees by informing customers you'll be exhibiting and prepare your staff so they know the objectives and hone their presentations.

Then, on the big day, prioritise leads as you go so you're able to efficiently sort through contacts after the event. Customers who are ready to place large orders should be considered 'hot' and contacted promptly. Be sure to follow up with all of your leads, though, to derive all of the possible value from your marketing event. 

As Australia's foremost exhibition display designer & builder, Proj-X can help you create and execute a powerful strategy. Contact us today for a great trade show experience.