How to Get the Most Out of Your Tradeshow Program
Events can be a successful marketing, engagement, and networking technique—if done correctly. Unfortunately, many organizations settle for mundane, outdated, and unimaginative events. So much so that when some people hear the word "event," they may roll their eyes.
A national Harris Interactive survey found that three-quarters of executives are looking for greater return on investment (ROI) from corporate events. That may seem daunting to achieve, but there are tried and true ways to increase event ROI, including using behaviors that drive happiness, such as the surprise factor and authentic interaction.
If you know me you’ll know that I have conducted some major events over the years and each time, the ROI was Here are five tactics you can use to ensure your attendees thoroughly enjoy your events and, in turn, ensure ROI.
1. Understand how the brain works
If you are incorporating a speech or presentation, keep it short. Research shows that your brain can focus for roughly 7-10 minutes on a presentation, and then the brain needs a break.
Incorporate a change of pace—a song, a video, something interactive- to allow the brain to take a break and move on. This allows your message to sink in and resonate better—not go in one ear and out the other.
2. Make a positive memory
Daniel Kahneman, who wrote a book called Thinking Fast and Slow, writes, "We don't choose between experiences. We choose between memories of experiences."
Incorporate that thinking into your event. For instance, when people leave the event to get their car, you wouldn't want them standing in a long, disorganized line because that is what they will remember the most about the event—not the fantastic time they had there.
For instance, to create and elongate a positive memory, consider creating a "valet lounge" where attendees could relax on couches and continue that wonderful experience while waiting for their cars.
3. Keep it cool
Literally, keep the temperature cool in the room. Warm/hot temperatures make everything feel like it's going slow, and the warmth will put your attendees to sleep. Have refreshing ice-cold drinks on hand, too, so everyone will feel rejuvenated.
Instead of a typical ribbon cutting, for example, try re-inventing the cutting by having ribbons fall from the ceiling on a grand scale with a kabuki drop. The audience won't expect it, and it will incorporate an element of surprise!
You can infuse new life into an event, without costing a penny, by rearranging the interior design.
For instance, if you're hosting an awards ceremony, designing a "runway style ballroom"—by arranging the audience chairs on either side of an aisle—can work great. And by shortening speaker sessions and adding live music, the energy stays high, similar to a fashion show.
5. Kick up the interaction
Instead of having guests engage only with the people to their right or left at their table, make it more interactive and inspiring. For instance, in Chicago, Alinea makes dessert right on the table as a form of art. I often get my inspiration from these types of services, and I try to figure a way to incorporate these into my events.
You can replicate that sort of experience, and guests can interact with the chefs, the desserts, and each other. It creates a unique and fantastic experience and sets an energizing mood for conversing with each other.
I’ve had speed artists at trade shows that were there to be a crowd draw for my in-booth presentation but also gave away the paintings, so it was a contest to win and then a walking billboard of my brand through the show.
Check out the Art of Innovation
Apply this five-step process.
Here are five steps to take, including questions to ask yourself before, during, and after an event.
Learning: Determine what success looks like. Do you want attendees to learn more about your company's services, visit your website, or donate to your nonprofit? You need metrics in place before you even start the event. If you want attendees to go to a website, do you have the systems and data in place before your event so it can be measured afterward?
Reaction: You want attendees to have a great time and come back again. Poll their response to something, whether it's the inclusion of music at the event or their thoughts about a keynote speaker.
Implication: What happens when the event is over, and attendees leave? How do they apply what they've learned or what they've been exposed to, and how are you tracking that?
Impact: After you measure the first three items, what is the event's effect?
Financial: Once you have taken care of the first four items, you will have gone a long way toward deriving a positive ROI from the event.
Published on February 1, 2021