Saward Marketing

Helping brands connect through powerful events and experiences

We often get asked: “What’s the secret to a successful exhibition?”

The reality is, there isn’t one single secret. Exhibitions work like machines — hundreds of moving parts all need to come together at exactly the right time. But over the years, our team at Saward Marketing has noticed a few things that consistently make the difference between a good exhibition and a great one.

Jack Saward

Helping People Succeed Through Seamless Events | Business Owner | Co-Host of The Events Insight Podcast

November 5, 2024

In today’s fast-moving business world, retainers aren’t just a smart choice—they could be a strategic advantage. For businesses looking to adjust operations and focus on growth, retainers provide the consistency, expertise, and flexibility needed to stay ahead.

Working in event management often means staying behind the scenes. Whether it’s because clients prefer discretion or we’re supporting our industry peers and fellow event agencies, a lot of what we do can’t be shouted about.

That doesn’t mean we’re not incredibly proud of the work, or the relationships. In fact, it’s quite the opposite. We value those collaborations just as much as the ones we can share. It’s just a different kind of partnership.

We have to admit though, some of the projects we’re delivering right now are incredibly creative, fast-paced and genuinely exciting… and I’d love to show them off!

If you’re looking for an event partner who can slot seamlessly into your team, work discreetly, and deliver time and time again, get in touch. We’d love to support you.

I’ve been on the client side, juggling five different agencies to get one event over the line.

It’s stressful, inefficient, and too often things slip through the cracks.

So we built a service that does it all: creative, logistics, delivery, even your evening entertainment if it’s requested! The full package — it doesn’t matter where the location is.

One team. One brief. One point of contact. And a whole lot less to worry about. After all, you have your day job to get on with.

We’re all in, from first idea to final pack-down.

Sound good? Let’s have a chat. My inbox is always open.

We were proud to see our very own Jack Saward featured in the latest StandOut Magazine (Stand Out Live Events Magazine) article on something we feel passionately about… working with other production companies, not against them.

When you’re onsite at a large-scale event, it’s not about who’s logo is on the side of the van. It’s about getting the job done, safely, smartly, and as one team.

Jack said it best: “Once we’re on site, it’s not about logos or job titles, it’s about coming together as one team to deliver something brilliant, safely and on time.”

We’ve collaborated with plenty of people who might technically be “competitors”, but the truth is, shared purpose and mutual respect always go further than going it alone.

🗞️ Read the full article

💬 Have you ever partnered with someone in the same space as you? Let us know what you learned from it.

We’re proud to have been part of the PlantWorx journey since the very beginning, working closely with both the show team and exhibitors to deliver event spaces that truly showcase the strength of their brands.

This September, the event finds a new home in The Newark Showground and we’ll be right there again, supporting both new and returning exhibitors in creating spaces they can be proud of.

And for us at Saward Marketing & Events, it’s never just about the build.

We provide personal support every step of the way. From those first conversations about what you really need, through the planning and logistics, onsite during the show, and even during your post-event review.

We know how much work has to go into making these events a success. So we’re here to help ease that pressure and make sure your stand not only looks the part but performs too.

If you’re exhibiting at Plantworx this year (or even just considering it), let’s have a chat. We’d love to support you.

Trade shows are pivotal for industries like quarrying, recycling, and bulk materials handling. They offer a unique platform for networking, showcasing innovations, and generating business leads. To maximise benefits, it’s crucial to evaluate the success of these events effectively. Key metrics for assessing trade show success include Return on Investment (ROI), Return on Objectives (ROO), visitor feedback, team feedback, and other relevant outcomes.

Return on Investment (ROI)

ROI is a fundamental metric for evaluating trade show success. It measures financial return compared to the cost of participation. To calculate ROI, consider:

• Direct Sales: Immediate revenue generated from leads and deals closed at the trade show or afterward. This can be hard to measure as the lead time between a show and an eventual deal can be lengthy.
• Lead Generation: Potential future revenue from leads acquired during the event.
• Cost Savings: Reduction in marketing and sales expenses due to direct interactions at the show.

Return on Objectives (ROO)

While ROI focuses on financial returns, ROO assesses whether non-financial goals were met. These objectives might include:

• Brand Awareness: Measuring the increase in brand recognition and presence in the industry.
• Product Launch Success: Gauging the reception and interest in new products introduced at the show.
• Market Research: Gathering valuable insights about industry trends, competitor activities, and customer needs.

ROO can be evaluated through predefined KPIs such as the number of product demonstrations conducted, media mentions, and social media engagement. ROO is just as important as ROI.

Visitor Feedback

Visitor feedback provides qualitative data that can inform future participation strategies. Effective methods for collecting feedback include:

• Surveys and Questionnaires: Be careful with these during live events as they can impact on your visitor experience. Post-event, these can be effective.
• Interviews: Conducting brief interviews with visitors can yield in-depth insights.

Key questions to ask might include:

• What drew you to our booth?
• How would you rate our product presentations?
• What improvements would you suggest?

Team Feedback

Your team’s perspective is equally important in evaluating a trade show’s success. They can provide insights into:

• Booth Engagement: Assessing which tactics effectively attracted and retained visitors.
• Operational Efficiency: Evaluating the setup, management, and dismantling processes.
• Lead Quality: Judging the calibre of leads collected.

Team feedback can be gathered through debriefing sessions and structured feedback forms post-event. This ensures your team feels part of the process and helps shape future shows.

Other Outcomes

Consider other hard and soft outcomes to gain a comprehensive evaluation:

Hard Outcomes:

• Customer Acquisition Cost (CAC): The total expense of acquiring a new customer through the trade show.
• Conversion Rates: The percentage of leads converted into customers post-event.

Soft Outcomes:

• Networking Opportunities: The value of new connections and potential partnerships formed.
• Brand Positioning: The perceived enhancement of your brand’s industry standing.

Final Thoughts

Evaluating the success of a trade show involves a multifaceted approach, combining quantitative metrics with qualitative insights. ROI and ROO provide a solid foundation, while visitor and team feedback offer a deeper understanding of performance. Other outcomes, both hard and soft, enrich the evaluation, ensuring a holistic view of the event’s impact. Effective evaluation of trade show participation not only justifies investment but also shapes future strategies for greater success.

The recent Labour budget statement introduces policy shifts that businesses may need to factor into their 2025 event and exhibition strategies. From economic adjustments to reformed corporate taxation and new incentives for skills development, there are fresh considerations for making event budgets go further and work harder. Yet, as the landscape evolves, so do the opportunities to keep events vibrant, impactful, and in tune with changing market needs.

Key Budget Impacts on Event Planning

Cost Management in Light of Corporate Tax Changes

Labour’s tax adjustments could mean refined budgets for some companies, making ROI and ROO even more essential. Exhibitions that demonstrate clear, measurable returns and directly align with business goals will be priorities. But this is an exciting challenge — events and exhibition spaces that stand out and show real value will naturally rise to the top.

Supporting Talent and Skills Development at Events

With the budget’s emphasis on workforce and skills, businesses can reframe events as hubs of learning. Beyond lead generation, companies may see strong benefits in offering sessions that enhance skills, showcase expertise, and engage both attendees and employees in growth opportunities. By aligning with this focus on skill development, companies can amplify their event budgets while investing in their teams. We often chat about who are the best individuals to run event spaces — education now becomes part of that conversation.

Making the Most of Event Opportunities

Even as budgets may be reevaluated, businesses can still create memorable and high-impact events. A few strategic shifts make it possible to stand out and connect effectively:

Prioritising Direct Engagement Over Scale

Investing in smarter, more interactive stands with direct engagement activities can yield deeper connections without extensive costs. Streamlined displays and spaces for conversation allow for meaningful interactions, ensuring each attendee connection has a lasting impact. This is a moment to focus on quality of engagement over sheer size or number of products displayed.

Leveraging Partnerships and Collaborations

Partnerships — whether with other brands, associations, or organisers — offer greater reach and shared costs. Through co-hosted presentations or shared event spaces, companies can expand their exposure while optimising their investment.

Embracing Digital Elements

Digital engagement is a powerful tool for enhancing reach and capturing data without overspending. From event apps to QR codes for follow-up, digital elements create touchpoints that build on in-person engagement and extend an event’s impact well beyond the days you are physically at the show.

Final Thoughts

The recent budget may ask us to adapt, but that’s where innovation begins. By focusing on strategic engagement, collaboration, and targeted planning, businesses can harness these changes to elevate their events. These economic shifts may refine our approach, yet they’re also a chance to innovate, connect, and make events more purpose-driven than ever.

For those ready to embrace adaptable, purposeful planning, the events of 2025 will offer meaningful opportunities and lasting value. We’ve already started these conversations with our existing clients, and we’d be happy to chat to you too.

With thousands of trade shows happening annually across the globe, deciding where to exhibit can be a daunting challenge for any business. As an event management professional with over 30 years of experience working globally across corporate and trade events, I’ve seen firsthand the complexities companies face when determining whether a trade show will deliver a return on investment or simply add to their marketing expenses.

One of the biggest hurdles is aligning a trade show’s audience and objectives with your company’s goals. It’s not uncommon for businesses to choose events based on their reputation, size, or location without fully understanding whether the attendees are their target audience. While some shows boast tens of thousands of visitors, the question remains: are those visitors decision-makers or influencers in your market?

Exhibiting at a trade show requires significant investment, not only in stand space and design but also in travel, staffing, and pre- and post-show marketing. Without the right audience, that investment may not pay off.

The decision becomes even more complex when considering international trade shows. The global stage offers enticing opportunities to expand your brand presence and reach new markets. Shows in Europe, the Americas, and Asia often attract a diverse, multinational audience. However, they also come with additional logistical challenges, cultural considerations, and higher costs. Moreover, many companies grapple with the question of whether these global events offer more value than the trade shows available at home in the UK.

In my experience, the answer is rarely straightforward. International trade shows shouldn’t necessarily replace domestic events but can complement them if approached strategically. UK trade shows often provide excellent networking opportunities and access to a highly concentrated market. Exhibiting at home can also help businesses refine their messaging and tactics before taking them to a broader, more complex international stage.

Conversely, global trade shows can open doors to partnerships and business opportunities that might not exist domestically, but only if you’ve thoroughly researched their relevance to your objectives.

Walk Before You Exhibit

Walking a trade show instead of exhibiting can sometimes be a smarter choice. Attending as a visitor allows you to assess the event’s atmosphere, gauge competitor presence, and understand attendee demographics. It’s a low-risk way to determine whether the show is worth your investment in future years. Walking the floor also provides invaluable insights into the latest industry trends and innovations, which can inform your marketing strategy and product development.

Final Thoughts

Whether at home or abroad, trade shows remain a powerful tool for businesses, but only when approached with a strategic mindset. Make informed choices, and your efforts will undoubtedly lead to stronger connections and greater success in your market.

If you’re navigating this decision and need guidance, let’s start a conversation. With decades of global event management experience, we’d be happy to share insights and help you make the most of your trade show strategy.