Maximizing trade show ROI beyond the booth

Loupe Americas is right around the corner. It will be the largest gathering of brand owners, suppliers, manufacturers, converters, OEMs and industry thought leaders for the label and packaging community. Attendees and exhibitors will gather to explore and evaluate new equipment, materials, services and partners. 

The show presents many opportunities to network and learn about innovation impacting every aspect of label and package design and production, from supply chain and workflow to materials, AI and sustainability. 

How do you calculate your return on investment (ROI) for attending trade shows such as Loupe?

“The key to success is planning. Do your research so you are not wandering the floor and looking for booths or customers”

For exhibitors, the ROI for a trade show is a straightforward formula. The total cost of exhibiting, shipping, travel, training and marketing equals the total cost. This number is divided by the number of new leads plus new opportunities with existing clients. 

By scanning badges, collecting cards, and monitoring follow-up from show conversations, exhibitors can calculate the cost per new lead and new business generated by show activities.  
As an attendee, consider planning the best use of your experience to deliver an ROI for your time and travel. Learning and networking will happen across show floor interactions, conference sessions, keynote presentations and hosted social events. To make the most of your time at Loupe, plan to allocate your time in the following categories:

• 30 percent in the exhibit hall
• 30 percent attending keynote/educational sessions
• 30 percent networking 
• 10 percent doing something fun in the Chicago area.

The key to success is planning. Do your research so you are not wandering the floor and looking for booths or customers. Inquire about dinners and receptions to see colleagues. Wise planning will deliver ROI for your conference. With over 400 exhibitors, the agenda includes:

• Live technology demonstrations with real-world applications
• Education on digital transformation, workflow, sustainability and market trends
• Keynote sessions and workshops
• Networking with converters, brand owners and innovators
• Comprehensive coverage of labels, flexible packaging and folding cartons.

Client meetings

I expect some readers and sales teams may have taken advantage of the advice from my last column (L&L Issue 2) and scheduled client planning meetings and calls over the summer before Loupe. The purpose of these quarterly business reviews (QBRs) and strategy planning sessions was to uncover business needs and goals for your customers’ future projects. 

Armed with this critical information, your schedule will include several meetings with customers to discuss your specific offering and how it can achieve their business objectives for labels and packaging. 

With jam-packed agendas during the show, your customers will have plenty to fill their calendars. Take the time by phone or email to confirm customer and supplier meeting times, locations and central time zone details one to two weeks before the show. The day before important meetings, reconfirm by text to secure productive face-to-face meetings with your customers and partners. 

Planning means reading the show agenda, website and news updates to determine which educational sessions, keynotes and demos you want to attend and which exhibitors you want to meet. Do your research to find conference sessions or keynote presentations that will enable you to learn and network. With the expanded number of conference sessions and workshops, consider suggesting relevant sessions for your customers to attend with or without you. They will remember you as a resource focused on their business goals. 

Innovation and sustainability

Brand owners across many verticals are grappling with balancing sustainability with cost, performance, appearance, regulation and speed to market. They also need to manage SKU proliferation and brand differentiation. Brand owners attending Loupe will be seeking new partners and technology to meet their evolving label and packaging requirements. Have key messages ready to address the innovation and sustainability your products and services provide.

Make new contacts

Networking at a conference is a great way to meet new colleagues and find new resources for your company and your customers. You will be surrounded by people at hotels, restaurants and venues around the show. Be curious, be interested and be friendly. Ask the person next to you about the most innovative thing they have seen at the show. Your new customer or partner may be one conversation away.

I look forward to meeting new colleagues and catching up with friends at Loupe Americas. See you in Chicago!