Tradeshow organizers face substantial new challenges as marketers have additional options to showcase their companies and products. Demonstrating return on investment (ROI) is critical. Here are 6 steps you can take:

Invite exhibitors to ask for your buyer/attendee demographics. Demonstrate the quality of your attendees. Provide exhibitors easy access to portions of your database--perhaps titles and companies and locations, so they may see the types of buyers you deliver.

Make it easy for buyers to justify their investment in attending your show. Provide tools to help them to find appropriate solution providers, conference sessions that can improve their knowledge. Simplify the registration process and always ask attendees how you can make their show experience more productive.

Facilitate meetings--offer matchmaking services and encourage exhibitors to promote their products pre-show. These offerings demonstrate to exhibitors your willingness to provide valuable services that help deliver buyers.

Encourage "serendipity"--the things that happen "by accident" because buyers, sellers and thought leaders are in the same place at the same time. Provide places for informal meetings to happen (e.g. host coffee breaks, offer eating areas with large tables, or encourage conference speakers to ask attendees to identify themselves before sessions begin).

Conduct buyer research--ask for the value of business placed during and immediately post-show (or the level of annual buying budgets). Publish your findings. Find out what buyers like and dislike about your event. Seek their opinions on ways to improve the show.

Conduct exhibitor research--find out what they like, dislike and ask them for ideas to improve the event. Then do what you can to respond to these needs and communicate how you've listened and enhanced the event.

Contact us if you want to discuss ideas to build and expand robust tradeshow events! howard@hftradeshow.com