Blog: Maximise Your Event ROI with Smart Strategies​

Informa Markets         Jan 2, 2024        3 minutes read

Why Events Matter More Than Ever

Events and exhibitions are more than just gatherings; they are powerful platforms for brands to connect directly with their audience, showcase innovations, and drive sales. Yet, standing out amidst the hustle and bustle of a crowded trade show floor requires more than a flashy display. It demands strategic planning and the right tools to turn fleeting interactions into meaningful connections.

For exhibitors, the stakes are high: every interaction is a potential lead, every conversation a chance to make an impression. But if they fail to identify quality leads – and worse, to retrieve those leads and turn them into valuable sales – then the event could end up a waste of resources. In this guide, we’ll explore how businesses can tackle event challenges head-on and make their participation count.

Challenges Exhibitors Face in Maximizing Event ROI

Despite its importance, exhibitors face common challenges that hinder event ROI, such as:

1. Lack of Awareness and Presence

In a competitive B2B event environment, generating excitement around your booth and brand during the pre-event period is essential, as limited brand awareness and presence can significantly hinder your booth’s success. When attendees are unfamiliar with your brand or cannot easily find and identify your booth, you risk low foot traffic, missed opportunities for lead generation, and a reduced return on investment.

Solution:

  • Utilize social media to announce your participation on what attendees can expect at your booth. Additionally, you can leverage the event’s official website or app with engaging descriptions and visuals.
  • Generate buzz around your booth through referrals by inviting your clients or utilize organizer’s database to reach wider audience.

2. Limited Engagement Opportunities

On a crowded trade show floor, every exhibitor is doing their best to stand out. The challenge isn’t just getting attendees to stop by your booth – it’s creating memorable, meaningful interactions that grab eyeballs. Traditional strategies like giveaways and live demos can still be effective, but they often need a creative twist to cut through the noise.

Solution:

  • Exhibitors incorporate interactive elements like touchscreens, VR experiences, or gamified activities. You can also engage attendees on social media with contests or live streams
  • It is highly recommended to utilize digital tools like event apps for scheduling personalised interactions and meetings with attendees. This can better help with your onsite planning and schedules.

3. Inefficient Lead Capture

Manual methods of lead collection, such as exchanging business cards or filling out forms, are not only time-consuming but also prone to errors. Data can be misplaced, and the process of entering information into a CRM post-event adds unnecessary delays.

Solution:

  • Utilize lead capture tools to streamline the process, enabling exhibitors to scan badges, capture data accurately, and eliminate manual entry. These tools integrate seamlessly with CRMs, ensuring that follow-ups are timely and efficient.

4. Complexities in Lead Qualification and Follow-Up

Not all leads are created equal, and without proper qualification, valuable time can be wasted on low-priority prospects. Traditional methods often provide limited insights into an attendee’s interest or position in the buying cycle, making it difficult to tailor follow-up strategies.

Solution:

  • Advanced lead capture solutions offer tagging, categorisation, and note-taking features, allowing exhibitors to prioritise leads based on interest level and potential value. Real-time analytics provide deeper insights, enabling personalised and impactful follow-ups.

Introducing LeadGrab by Informa: A Cutting-Edge Lead Capture Solution

Designed to eliminate the challenges of lead capture, LeadGrab makes lead capture and retrieval effortless so you can focus on building business relationships and maximising ROI.

5 ways LeadGrab enables exhibitors to enjoy seamless lead capturing and conversion:

Effortless Lead Capture in Seconds

Simply scan attendee badges to instantly capture critical details (Full name, Job title, Company name, Contact information).

Instant Lead Qualification

Qualifying leads on the spot is key for effective follow-ups. With LeadGrab, you can tag leads by priority, record key conversation with notes, and upload business cards for safekeeping.

Real-Time Reporting and Insights

LeadGrab’s analytics offer insights into total leads, peak engagement times, and lead categories, helping you refine strategies and maximize ROI for future events.

Simplified Team Collaboration

LeadGrab simplifies team collaboration with user management, team performance tracking, and centralized lead data access via the Exhibitor Portal.

Seamless CRM Integration

Export lead data in CRM-compatible formats for easy follow-ups and tracking, ensuring a seamless transition from event to post-event actions with LeadGrab.

LeadGrab’s offline functionality ensures uninterrupted data capture, even in low-connectivity environments, while its cloud-based system allows for seamless data retrieval anytime, anywhere. Click here to learn more about LeadGrab

Ready to Transform Your Event Strategy?

Connect, engage, and convert like never before: Learn how you can leverage LeadGrab for your next exhibition.

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