The ROI (return on investment) is a performance indicator. It shows whether a marketing operation (advertising campaign, event, etc.) has been successful in terms of financial profitability.
The ROI is expressed as a percentage and is calculated using the following formula (Turnover – investment) / investment
How to increase your ROI by participating in a trade fair?
Choose a trade fair that is relevant to your sector of activity:
First of all, it is necessary to choose the trade show you want to participate in. Choose the trade fairs that are relevant to your sector of activity. Make a list of the trade fairs that interest you and rank them from most important to least important. To do this, take into account the number of visitors expected, the profile of the visitors, and their interest in your company.
Establish a budget forecast
To ensure that your ROI is positive, it is necessary to estimate the cost of your financial investment before participating in the exhibition. Therefore, it is necessary to take into account the factors that can make these costs vary. Here are some examples that will help you budget your event: the reputation of the show, its geographical position and the standard of living in the country (France, EU, USA, Asia), the rental of your location, its surface area, the design of your stand, and the additional services you wish to offer your clients (catering, bar, coffee machine, goodies and gifts, etc.).
Set up a provisional schedule
A few months before the date of your exhibition, we advise you to draw up a provisional schedule for organising the event. An important element not to be neglected: your communication. In order to optimise your ROI, don’t hesitate to inform your customers about your participation in the event. Send email campaigns, create newsletters and advertise to encourage potential customers to come and meet you to present your activity.
Do a post-show review
In order to improve your ROI from year to year, do a post-show review. If possible, do it as soon as possible so that you don’t forget anything. At this stage, ask yourself the right questions. Was my stand visible enough? Did I manage to stand out from my competitors? Was the space adequate? Did I get the expected number of contacts? Once you have answered these questions, you can draw up your specifications for the next trade fair taking these remarks into account.
Calculating your ROI: return on investment
The calculation of your ROI is done after the exhibition. It is essential to compare the financial investment, the expected turnover and, in the long term, the visibility of your company. Thus, the return on investment is measured in two ways. Firstly, thanks to the direct gain: this corresponds to the contracts signed during the exhibition. Secondly, and especially for trade shows, the long-term investment should not be neglected. This is the increase in the company’s visibility and the creation of contacts that will lead to the signing of contracts in the more or less near future.
What is the return on investment for participation in trade fairs?
The investment of companies in trade fairs and exhibitions is very important for one reason. They know that their return on investment will be very high. That is why they do not hesitate to spend time and money (including investing in a customised stand).
According to a study by INSEE, for every euro invested, participation in a fair or exhibition brings in 8 euros in turnover for general public exhibitions and 10 euros for trade shows.
As you can see, exhibiting at a trade show brings a more interesting ROI and can be an investment that a company should not neglect. Of course, you will have to study in detail the exhibition costs and the design of a customised stand before each participation.
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The AB Prestige Communication team based in Lyon (Auvergne Rhône Alpes region) will be delighted to help you design your exhibition stand!