When budgets get tight, AV is often seen as the first thing to scale back. But here’s the truth: your audio-visual investment is one of the most powerful drivers of booth engagement, lead quality, and brand impact. The challenge is proving it.
That’s where ROI—Return on AV Investment—comes into play.
Why AV Deserves a Seat at the ROI Table
Trade shows are crowded, noisy, and competitive. Your AV setup is what stops attendees in their tracks. Whether it’s a massive LED wall, a slick touch interface, or a perfectly timed product video, AV is often the first impression—and a key reason people engage with your brand on-site.
So how do you connect the dots between what they saw and what you earned?
Define What ROI Means to You
Before the show, align your team on what success looks like:
- Lead volume (qualified vs. scanned)
- Dwell time (how long people stayed in your booth)
- Engagement rate (interactions with a specific AV element)
- Social mentions (photos or tags of your booth)
- Sales pipeline impact (attributed deals or follow-ups)
Your AV should support one or more of those goals.
2. Track Engagement with Interactive AV
AV isn’t just flashy—it's measurable. Here’s how:
- Touchscreens: Track clicks, page views, or product interest.
- Video walls: Use motion tracking to monitor viewing time.
- Gamification: Count participants and outcomes.
- Lead capture tools: See which AV experiences lead to form fills or badge scans.
Ask your AV partner (hi, 👋) to help build in those tracking tools.
3. Compare to Baselines or Past Shows
If you’ve exhibited before, compare metrics:
- Did the booth attract more foot traffic this year?
- Was engagement longer with the new LED wall?
- Did lead quality improve when you used video instead of printed materials?
Even a modest improvement in conversion or follow-up rates can more than justify the tech.
4. Connect to Pipeline, Not Just Impressions
One of the most powerful ways to show ROI? Connect engagement to actual deals. If you collected 500 leads and 12 became paying clients, that’s measurable revenue—especially if many engaged through your AV experience.
Ask: What would we have lost if our booth didn’t stand out?
5. Bonus Tip: Ask for a Post-Show AV Report
At Stamm Media, we can provide post-show summaries on what was used, what performed, and how your team can improve results next time. We’re not just there to set it up—we’re part of your event strategy.
TL;DR
Your AV isn’t just eye candy—it’s a revenue-generating tool. With the right planning, tracking, and follow-up, it can be one of the most cost-effective parts of your entire trade show strategy.
Let’s make your next booth unforgettable and undeniably worth it.
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