EXHIBITIONS

Marketers are not maximising their exhibition return on investment

By our African Marketing Confederation News Team | 2024

Leverage pre-show, in-exhibition and post-event strategies to capitalise on sales leads and networking, says African exhibition body.

Live events and exhibitions have reclaimed their place as a vital part of the marketing mix following the post–pandemic return of business tourism and people’s need for human connection.

Photo credit: Wikimedia Commons

Trade fairs, which account for the largest share of the exhibition market, have seen a particular rise in interest, with a growing number of events in industries like healthcare, technology, and manufacturing.  

 

But the Association of African Exhibition Organisers (AAXO) warns that marketers are still leaving money on the table by not maximising their lead generation and conversion strategies. 

 

“As the competitive landscape of business continues to evolve, the need for innovative marketing strategies becomes paramount,” says Gary Corin, Chairperson of AAXO.  

 

“For marketers seeking to enhance brand visibility and drive business growth, exhibitions and live events represent an invaluable asset in the media and marketing mix. But many brands are not yet optimising their potential.”  

 

One of the most compelling benefits of exhibitions, Corin believes, is the ability to generate high-quality leads. A substantial percentage of attendees are prospective buyers actively seeking solutions to their needs. Brands can connect with these individuals in real time, facilitating immediate conversations that can lead to conversions. 

 

But to maximise lead generation, it’s crucial for brands to employ effective marketing strategies. Corin suggests the following actions:  

 

  • Pre-show. Leverage social media, email campaigns, and targeted advertisements to promote a presence at the event. Engaging content, such as sneak peeks of product launches or behind-the-scenes footage, can build excitement and encourage attendance. 

 

  • During the exhibition. Implement lead-capture technologies like QR codes or digital forms to streamline the follow-up process, ensuring that no potential client slips through the cracks. Additionally, offer incentives for signing up – like exclusive access to content or discounts on future involvement. 

 

  • Post-show. Brands should prioritise timely follow-ups with collected leads. Personalised emails that reference specific conversations or interests expressed during the event can significantly increase the likelihood of conversion. Furthermore, analysing the data gathered during the exhibition can provide insights into attendee behaviour and preferences, informing future marketing strategies. 

 

Overall, by combining proactive outreach with effective on-site engagement and diligent post-event follow-up, brands can significantly boost their lead-generation efforts and convert more prospects into loyal customers, Corin states.

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