As an exhibitor at podiatric conferences, one of the most critical decisions you’ll face is whether to return to the show. With your brand, competitive positioning, and ROI on the line, this decision carries significant weight. So, here are some thoughts on how to approach this question thoughtfully and strategically…

Prepare Before the Show

Making an informed decision starts before you even set foot on the trade show floor. Here’s what to do:

  • Establish Clear Objectives: Define what success looks like for your booth. Are you aiming to showcase a new product, generate leads, boost brand awareness, or connect with potential brand ambassadors? Clear goals will serve as benchmarks for evaluation.

  • Review Past Performance: Analyze data from previous trade shows. Did you accomplish what you set out to accomplish? What were the ROI and key outcomes?

  • Plan Your Budget: Assess whether there’s financial flexibility to expand or scale back your presence..

Evaluate During the Event

As the show unfolds, gather real-time data and feedback to consider later:

  • Booth Traffic: Is the show getting the traffic you expected? Is your booth getting traffic proportionate to the exhibit hall traffic? 

  • Engagement Quality: Are the conversations and connections valuable? What’s the attendee experience like?

  • Event Support: Assess the organizers’ involvement in making exhibitors successful. Do they communicate well and provide traffic-driving initiatives, such as dedicated booth hours or incentivized attendee activities?

  • Colleague Insights: Visit other booths to observe trends in booth design, messaging, and giveaways. 

Reflect Post-Event

After the event concludes, evaluate your experience thoroughly:

  • Team Feedback: Survey your team on what worked, what didn’t, and potential improvements.

  • Measure ROI: Calculate ROI using this formula: (Revenue – Investment) / Investment x 100. Did the show deliver value?

  • Compare Data: Contrast results with previous years to identify trends in performance.

  • Debrief Stakeholders: Share results and discuss whether the event met the company’s objectives.

Critical Questions to Ask

When deciding to rebook, consider these questions:

  • What happens if we don’t attend next year?

  • What could make us regret staying or leaving?

  • Is the decision based on short-term gains or long-term strategy?

  • Are there alternative events or strategies worth considering?

Final Thoughts

Trade show participation is a blend of art and science, just like any type of marketing. By preparing in advance, gathering data during the event, and reflecting post-show, you can confidently decide whether to return. Ultimately, it’s about aligning the event with your company’s goals, budget, and target audience. 

Most importantly, schedule a specific time right after the event while it’s all still fresh to meet or write your post-event report so you don’t skip over this crucial decision-making step.