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From Sucking to Shining – How We Double Our ROI in 90 days!

We remember the days when we used to go to trade shows and find it was like we were handing out winning lotto tickets at our booth. More importantly, the majority of those people were excited and ready to start growing their companies by using our technology and services.

And then we remember the time when things changed, where we experienced the exact opposite. Yep, here is a shameless admission — for some time, shows such as Dscoop, Graph Expo, DMA, etc., from an ROI standpoint, absolutely sucked for us. And we complained about it internally to one another but did nothing about it. Then, the next year, it happened again. Finally, we got fed up with investing and not getting the traffic we had once experienced and the return we had once seen. More importantly, we took ownership of this problem and decided to do something about it.


We created a program by which we aggressively schedule appointments for our sales team so that they show up to solidified appointments with excellent prospects who could truly benefit from our solutions. It seems obvious, right? You would think so, except 1) we didn’t always do this, so clearly, it wasn’t obvious to us, and 2) when we speak to other exhibitors, they have no such strategy and are always stunned to hear the number of appointments we’d set.

As exhibitors, we have a few days with people whose schedules are jam-packed with great educational sessions, speakers, activities, lunches, and fun. That’s all wonderful, of course. We absolutely understand that that’s a key component of going to a conference. However, what that means is that they’re left with very little time to simply peruse the show floor and talk to exhibitors.

So, standing at our booth and hoping the attendees are all going to flood, wanting to talk about our product and service, is not a viable strategy.

I know what you’re thinking…

Okay, so how many appointments did you set? Five? Ten?

No. Over 55.


Well, we created a trade show brief with step-by-step instructions on everything from the setup to the schedule to appointment generation tactics to what we wear. We also make meeting goals based on the number of meetings we need in order to generate the revenue we want.

To help facilitate the scheduling of appointments, we also created a turnkey trade show and event marketing program template that included personalized emails, microsites, social media interaction, and phone calls. It’s plug-and-play and can be rapidly replicated for any show at which we exhibit or for any event we host.

Two years ago, we put all of this into practice at our first show, which happened to be Dscoop. Then we did it over and over for all of the trade shows at which we’ve exhibited in the past few years. Now we have a formula that works, a formula that allows us to set a challenging yet attainable goal of breaking even by the time the show ends—and doubling our investment within the first 90 days of being back.

Yes, you read that correctly.

Trade shows are valuable for many reasons beyond the ROI, but at the end of the day, we simply cannot invest in places that do not generate a return.

So, I ask you:

Are you getting the return you want from the trade shows and events you invest in?

Do you have your team booked with high-value prospects who could truly benefit from your products or services and who are interested in checking them out?

If not — we want to help you. We’ve invested so much time in this that we’ve created a formula that works, and we would like to share that formula with you.

First off, go and check out a skeleton of one of our briefs — you can download that here and use it for any of your trade shows or events immediately!

Second — if you are interested in learning how you can employ this at your company, fill out our contact form here; we’ll be happy to hop on a call to learn more about your challenges and discuss how we can help. You can also call us at 877-560-3473.

Rather than reinvent the wheel, lean on us, use our templates, and transform your trade shows and events!

Cheers to never sucking at a trade show again!

Mackenzi Farsheed

Mackenzi Farsheed

MindFire marketer, yoga enthusiast, lover of health and fitness, and passionate about family and friends.

I believe that our challenges present our biggest opportunities, that being positive and leading with a smile is the best way to live, and my goal is to constantly be learning and growing every moment of every day!

Mackenzi Farsheed

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