How Behind-the-Scenes Technology Shapes the Exhibition Life Cycle [Part 3: After the Event]

Technology Shapes the Exhibition Life Cycle

How Behind-the-Scenes Technology Shapes the Exhibition Life Cycle [Part 3: After]

The final installment of this series brings us to the last leg of the show cycle. If you’ve missed my previous thoughts on the Before and During, check them out now!

We’ve gone through objectives that are significant for each phase of the show cycle: building awareness, the acquisition of well-suited exhibitors, and boosting engagement levels of both attendees and exhibitors during the show. Each element of these very important parts of the process should be achieved with technology to make your efforts more successful and efficient. We’re all about making technology work for you so that you and your team can concentrate on building and nurturing relationships. One of the most important phases of the show process is what is presented and calculated at the end of the show.

Let’s talk about ROI

At the close of the show, exhibitors know if their time spent at your event has been successful or not. They typically base that information on the leads they’ve gathered or the sales that they’ve made. We’ve talked about the advantages and disadvantages of this methodology in the past. The problem with evaluating ROI lies in the fact that the traditional method of these calculations typically don’t work well for exhibitions. Many businesses have long sales cycles, so this means that the only way to tell in the short term if a show was a success or not is by looking at the leads that are produced and comparing them against historical data, a method commonly referred to as measuring the Return on Opportunity. This is why so many exhibitors are now beginning to focus on lead quality, and why show demographics are more important than ever.

Each step in the exhibition lifecycle has lead up to the final summation of the show. If the show utilized the behind-the-scenes technology that we’ve iterated for each stage of the show cycle, you are then successfully able to take the information that’s been captured to prove value beyond just the attendee volume metric.

The exhibition sales teams can effectively sell the spaces based on event history, previous needs, etc. This creates a sales process that is designed to grow revenue. There is immediate access to previously built (and nurtured) relationships, the sales team can better cater their offerings to what was utilized in the past, and what might help an exhibitor produce greater ROO in the future.

#Eventtech Needs a Strong Backbone

This can be largely effective When exhibitor preferences are easily accessed from a centralized location. A strong backbone for these processes is necessary in order to move forward with exhibitor retention in the future. Surveys, always necessary and important, can be sent out to a database of exhibitors with the click of a button, providing fast access to key insights on areas of improvement.

The world of event technology is ever-evolving, but it isn’t only advantageous to attendees. Exhibition organizers who have been able to carry their events through the entire life cycle, while implementing the best practices that we’ve mentioned in this series, allows them ultimate control over the experiences offered to the exhibitors (and then to the attendees as well).

What other behind-the-scenes technology tips or tricks do you think could help exhibition organizers like you? Let us know! And better yet, if you’re interested in additional information on the solutions we’ve mention, feel free to contact Ungerboeck!

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