How to maximise your event ROI
Are you looking to exhibit for the first time or 100th time?
It doesn’t matter whether you are a newbie to the exhibition world or a seasoned professional. Showcasing your company at an Exhibition can be a big investment, so it’s important to consider how to fully maximise your investment.
Before the Exhibition Opens:
1. Notify your customers ASAP
Have you told your existing and prospective customers that you will be exhibiting at HETT? We all know how quickly diaries can fill up, so be sure to give a few weeks’ notice.
We have created a range of assets that you can use to promote your participation at the event including website banners, social cards and copy, pdf invitation and more, which you can access through this link.
2. Get your customers and prospects excited
Share information with the HETT marketing team, and let us know what’s unique about your exhibition booth? Will you be launching a new product? Are you providing live demonstrations? Hosting an event? Our visitors want to know what they’re in for and why they should visit your booth, we can help do the rest.
3. Don’t forget to notify your wider team
If your marketing team are organising your participation at HETT, don’t forget to brief the rest of your business so that everyone is aware of your efforts. This allows your sales team the chance to communicate to your target audience and encourage them to come to see, or talk to your teams at the HETT.
4. Get Promoting
Promotions need to start well before HETT. Is there a broader PR angle, such as the launch of a new product or line, that you could send out a press release about? Build a page on your website, upload your photo gallery, do some social posts and email your database. Find us on Twitter, LinkedIn and Facebook – make sure to tag us in all your posts so that we can do our bit and share them.
Please share your latest press releases with the marketing team so that we can share your news to our prospects and visitors. For any marketing questions, please contact email@example.com.
We are excited to be working with Silver Buck, our Official PR Partner. They are offering our exhibitors discounted rates on PR support so feel free to get in contact with firstname.lastname@example.org.
5. Speak Up
We have a limited amount of speaking opportunities available at HETT 2019 offering a unique opportunity to position your company as a thought leader in front of 3,000+ digital healthcare leaders. We also have a Twitter hashtag #HETT19 which adds an additional layer of conversation and direct promotion to the event.
To enquire about speaking opportunities contact email@example.com.
During the Exhibition:
6. Continuously socialise
We encourage our exhibitors, speakers and contributors to share content and communicate with visitors and other exhibitors via social media networks. As a B2B event we find that LinkedIn and Twitter are our preferred social networks, but it’s important to take into consideration the different content you put in each channel.
i. Have you tagged the exhibition hashtag? #HETT19 #Healthtech
ii. Have you included your stand number
iii. Do you have a relevant offer that you could share
iv. What are you trying to achieve with your communications?
Try to attend any functions organised throughout HETT 2019, these include drinks receptions and exhibitor networking drinks.
7. Keep it personal
Throughout your exhibition, go beyond just capturing visitors name and company. Take note of the discussion you had with them. Why are they visiting HETT? What is the business problem they are looking to solve? What are the elements of your business or product that they find particularly interesting? Keep it personal and be sure to capture the information for targeted post-show communications.
8. Get snap happy!
While we do book an official show photographer to capture the two-day event, we recommend that you take some photos of your stand prior to open and during the show. Smart phones can take high quality photos so even a novice can have a go. Here are some photo ideas:
i. Take photos of all areas of your booth
ii. Detailed product shots
iii. ‘In action’ shots of your booth filled with visitors or simply your teams hard at work.
9. Take a team
It’s hard to get the most out of an exhibition if you’re there on your own – it’s important to take breaks and stay hydrated. Plan well in advance for a team or so that at least one other person can come along with you. Whoever you take along, make sure you brief them thoroughly and rehearse the key messages you want to deliver.
Post the Exhibition:
10. Follow up with targeted communications
It’s easy to do bulk email communications to all the trade booth visitors, but a personalised approach will go a lot further! Go through all the exhibition notes and customise your follow-ups with a relevant and genuine email to a potential customer. Reinforce the conversation you had at the exhibition and provide genuine solutions to their company problems.
11. Post-show debriefs
It’s important to have a de-brief with both internal teams and supplier team to agree what worked well and any areas for improvement. It means next year (when you exhibit at HETT again!), the information is captured, and your exhibition booth and participation will be executed completed in half the time and effort.