{"id":8631,"date":"2019-02-08T15:15:22","date_gmt":"2019-02-08T02:15:22","guid":{"rendered":"http:\/\/newtw.tourwriter.com\/?p=8631"},"modified":"2023-10-10T01:44:56","modified_gmt":"2023-10-10T01:44:56","slug":"travel-trade-show-roi","status":"publish","type":"post","link":"https:\/\/www.tourwriter.com\/travel-trade-show-roi\/","title":{"rendered":"How to maximise your ROI at your next travel trade show"},"content":{"rendered":"

How to maximise your ROI at your next travel trade show<\/h1>\n

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Although trade shows have been commonplace since the 1700\u2019s<\/span><\/a>, nowadays they are often disregarded due to associated costs and difficulty measuring a return. In <\/span>part 1<\/span><\/a> of this series we debunked some of the common misconceptions around travel trade shows and uncovered 3 reasons why your 2019 marketing budget should include travel trade shows. <\/span><\/p>\n

In this follow-up you\u2019ll learn everything you need to prepare and make the most of any trade show you attend this year; we\u2019ll also dish out our tips for enhancing and measuring your trade show investment ROI. To make it simple, we\u2019ve broken it down into four easy sections to work through; The initial plan, before you go, while you are there and once you leave.<\/span><\/p>\n

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Before you sign up to just any travel trade show, start with the basics and have a think about your <\/span>purpose<\/b>. What would you like to achieve by attending a trade show? People attend trade shows for a multitude of reasons, whether it be connecting with business leads, generating sales, networking, casing out your competitors, building brand awareness or a combination of all of these. There\u2019s no right answer, but understanding your desired outcome will allow you to set specific goals and guide the rest of your planning process. <\/span><\/p>\n

The next step is to decide <\/span>which trade show<\/b> or shows are worth attending, and which staff member\/s you will send. \u00a0If your purpose is purely networking with others in the industry, you may want to choose a trade show closer to home in order to cut down on travel and accommodation costs. If you plan on establishing business leads, selling to potential customers, or splashing out for an exhibit, it could well be worth your while to invest a bit more money and time into the trade show you plan on attending. Ultimately, all that matters is making sure you select the right one\/s for <\/span>your business. <\/span><\/i><\/p>\n

Lastly, set a<\/span> budget, <\/b>and stick to it where possible. It\u2019s always important to have an idea of how much you are willing to spend and that you get the greatest ROI possible.<\/span><\/p>\n

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\"\"<\/b>Logistics<\/h2>\n

Regardless of whether you are selling or networking, it\u2019s important to consider where you are going to stay. It may seem like an odd thing to prioritise, but trust us, it\u2019s important. <\/span>Hotels associated with the event <\/span><\/a>unsurprisingly have a lot of guests that are attendees of the trade show too. Choosing the right hotel could increase the opportunities to network and make connections. If your hotel is within walking distance to the show, you can easily request to meet business leads in the hotel bar or cafe, a calmer place to chat away from the hustle and bustle of the exhibit hall. As is the case with any major event, the longer you wait to book accommodation, the more restricted you will be in terms of location and availability.<\/span><\/p>\n

\"\"Think outside the box with your giveaways<\/h2>\n

It\u2019s standard procedure at trade shows to end the day with a bag full of miscellaneous items such as pens, lanyards and stress-balls with various company logos emblazoned on them. Although exciting at the time, the reality is that the majority of these most likely end up in the landfill sooner or later. <\/span><\/p>\n

There are a <\/span>million reasons why giveaways are important,<\/span><\/a> but we think it\u2019s just as important to really think about why, how and what you are giving away. Not only will environmentally friendly merchandise help reduce your footprint, but it will also help align your brand with a cause that both you, and <\/span>many of your prospective customers care about<\/span><\/a>. Check out these great ideas for <\/span>eco-friendly giveaways<\/span><\/a> to get some inspiration! <\/span><\/p>\n

\"\"Scope out the guest list<\/h2>\n

It always pays to be prepared. As an exhibitor, you will likely be given preferential access to a list of attendees easily accessible on their website. Check out who is attending, exhibiting, speaking and sponsoring so that you can plan everything; from who you want to talk to right down to the specific questions that you ask. If you don\u2019t have the privilege of receiving the attendee list, try social media – many trade show organisers will create an event or page on Facebook or LinkedIn where you can check out some of the attendees ahead of time.<\/span><\/p>\n

\"\"Set up meetings<\/h2>\n

Contacting potential leads <\/span>before<\/span><\/i> the trade show is such an easy way to make sure that you spend your time effectively while you are there. Most people in attendance will likely have their own personal schedule, so trying to arrange meetings at the time may be futile. \u00a0Following up before the event to confirm your meeting is also paramount. Potential customers are much more likely to follow through with a meeting if they feel a personal connection to you. A social obligation has been created, which does not happen when dealing with a name on a computer screen.<\/span><\/p>\n

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\"\"Make the most of your conversations<\/h2>\n

There\u2019s going to be thousands of people and businesses in attendance, so don\u2019t be afraid to get creative in order to stand out. After all, you are in the travel industry, it\u2019s exciting and dynamic. How can you show off your offering in a memorable way??<\/span><\/p>\n

If you are focussed on selling, you may want to think about the types of questions are you likely to get asked, or perhaps you have a short video you can use to get your point across quickly. If you are focussed on buying or networking, prepare questions and conversation starters beforehand. And above all, put yourself in front of as many people as possible – sometimes it\u2019s just a numbers game.<\/span><\/p>\n

\"\"Connect Connect Connect!<\/h2>\n

Travel Trade shows can be massive. At ITB Berlin in 2018, there was over <\/span>110,000 trade visitors and another 60,000 members from the general public attending<\/span><\/a>. With everyone in attendance potentially engaging with a couple of hundred people over a few days, it\u2019s imperative that you find a way to differentiate yourself and make the most of the connections you\u2019ve put the time and effort into making. <\/span><\/p>\n

Business cards are usually the knee jerk reaction in these types of situations and while they are no doubt useful, giving someone your business card puts the ball in their court when it comes to getting in contact later. An easy way around this is to ask for their business card or contact details instead. Better yet, use an app like<\/span> Zoho Card Scanner<\/span><\/a> or utilise social media, allowing you to follow up immediately. So of course, this leads us to our next point\u2026<\/span><\/p>\n

\"\"Get Social!<\/h2>\n

Whether you are a lover or a hater of social media, it\u2019s usefulness as a networking tool, especially at travel trade shows is undeniable. It\u2019s an instant, easy and free tool to use for both connecting with potential customers or business contacts, as well as promoting your brand once you leave. <\/span><\/p>\n

Learn more about how social media can be a powerful tool for your tour operator business <\/span>here<\/span><\/a>.<\/span><\/p>\n

\"\"Organise the finer details<\/h2>\n

It\u2019s often the little niggly things, important but easily forgotten, that can make or break your productivity and time at the travel trade show. Organising ahead and planning well will make sure that you don\u2019t run into any of those sorts of troubles. <\/span><\/p>\n