How Fintechs Can Maximize Their Trade Show ROI

Looking ahead, as summer transitions into fall, the trade show and conference season for fintechs and financial institutions will be a busy one. Whether it’s large events like Money 20/20, Finovate Fall, or more focused events like Lend360, the Auto Finance Summit or National Mortgage News’ Digital Mortgage conference, there are proven strategies that exhibitors and attendees can use to help ensure that they generate a good return on their trade show investment.

In the last century, our agency’s cofounder, Bill Mills Jr., published a detailed guide to help our clients maximize their participation in industry events, and it’s striking how much of it still applies today.

Deciding on an event:

“Is participation a good investment? Can you quantify the results? Could the investment have been better spent in additional business advertising or the hiring of one or more salespersons?”

Before the event:

“Consider making a pre-convention mailing to registered attendees including a personal note to those you are especially interested in seeing. Consider using your positioning theme as a convention theme…on the booth, giveaway items, etc. This will help tie in your convention exhibit with the advertising campaign you are running.”

During the event:

“Ask for action. Depending on which audience is before you, pre-plan the action you would like to see taken and ask for it. This might include asking for a demonstration, a major proposal, the mailing of some specific material, etc.”

After the event:

“This is a very important facet of your attendance at the convention. You have spent valuable dollars and effort to develop leads and to follow-up on existing leads. You should be as conscientious and aggressive in follow-up as you were in exhibiting.”

Of course today, most of the promotion and communication around your company’s presence at a trade show is happening through the digital channel, whether that’s through LinkedIn, email marketing, digital banner advertising, or even text or phone call. But, the foundation of Bill’s commentary still holds true. As an agency, we are proud of our history and excited about our future.

To see Bill Mills Jr.’s full “Suggestions for Maximizing Trade Show Participation” click here.

To download the William Mills Agency Trade Show Guide, click here.