10 Proven Strategies to Maximise Your ROI as a British Motor Show Exhibitor

Exhibiting at a major event like the British Motor Show is a big opportunity, but it’s also a significant investment. To ensure you’re getting the best possible return, it’s essential to approach your exhibition with strategy and purpose. Here are 10 proven ways to maximize your ROI at the show.

1. Set Clear Goals Before the Event

Are you looking to increase brand awareness, generate leads, or make direct sales? Establishing specific, measurable objectives allows you to focus your efforts and track your success. Once you’ve defined your goals, ensure your messaging, booth design, and on-site tactics align with these objectives.

Pro Tip: Use the SMART goal framework (Specific, Measurable, Achievable, Relevant, Time-bound) to clarify your goals and measure success.

2. Design an Eye-Catching Booth

Your booth is your stage, and first impressions matter. Make your display visually striking to attract foot traffic. Use large visuals, bold colors, and dynamic elements like video displays or interactive demos to grab attention.

Pro Tip: Incorporate social media-friendly elements like photo walls or interactive displays that encourage attendees to snap and share pictures online.

3. Create an Interactive Experience

Give visitors a reason to stay longer at your booth by creating an experience, not just a display. Demos, product trials, VR experiences, or gamification elements (like prize wheels or contests) make your brand memorable.

Pro Tip: Offer exclusive access or "first looks" at new products for attendees, creating a sense of exclusivity and FOMO (fear of missing out).

4. Train Your Booth Staff to Be Brand Ambassadors

Your team on the ground is just as important as the booth design. Staff should be personable, knowledgeable, and trained to engage visitors in meaningful conversations. Avoid hard sales pitches and instead focus on asking open-ended questions.

Pro Tip: Conduct pre-show training sessions so staff understand your key messages, objectives, and how to handle different types of visitors.

5. Offer Show-Only Promotions and Discounts

Give attendees an incentive to make a purchase or sign up on-site by offering time-sensitive discounts. Promotions exclusive to event attendees create urgency and drive action.

Pro Tip: Highlight these offers with clear signage and countdown clocks to emphasize the urgency.

6. Capture Leads Effectively

Every visitor to your booth is a potential lead. Use lead capture technology like event apps, tablets, or QR codes to collect visitor data quickly and seamlessly. Incentivize lead sharing with the chance to win a prize or access exclusive content.

Pro Tip: Qualify leads by asking one or two key questions (like buying intent or budget) so you know which leads to prioritize.

7. Leverage Digital Marketing Before and During the Event

Don’t wait for attendees to "find" you at the show — promote your presence before the event. Use email marketing, social media, and the event’s official marketing channels to increase awareness of your booth.

Pro Tip: Share "sneak peeks" of your booth setup or giveaways on social media leading up to the event to build anticipation.

8. Collect Real-Time Feedback

Talk to attendees about their experiences with your product or service. Live feedback is invaluable for refining your approach, product offerings, or booth design.

Pro Tip: Use quick polls or feedback forms on tablets to collect visitor opinions in real time.

9. Amplify the Event Online

Encourage attendees to tag your brand on social media and use event hashtags to extend your reach. Offer "shareable moments" like photo booths or interactive displays that make attendees want to post online.

Pro Tip: Run a social media contest where attendees must tag your brand for a chance to win a prize.

10. Follow Up Fast After the Show

The event doesn’t end when the doors close. Follow up with leads while your brand is still fresh in their minds. Send personalized emails, thank them for visiting your booth, and offer an exclusive post-show promotion.

Pro Tip: Use your lead qualification notes to prioritize follow-ups. Send hot leads a personalized message within 48 hours.

The Bottom Line: Plan, Execute, and Follow Up

Maximising ROI as a British Motor Show exhibitor requires more than just showing up. It’s about strategic planning, engaging on-site experiences, and effective follow-up. By implementing these 10 strategies, you’ll not only see a stronger return on your investment but also create lasting brand impressions that drive future sales and loyalty.

‍