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  • Kevin Gray

Maximizing R.O.I. at Industry Events for Asphalt Paving Businesses

Updated: Sep 17

From Booth to Business: Turning Industry Events into Profitable Opportunities




Introduction

From setting up an eye-catching booth to developing effective networking strategies, this episode is a must-listen for anyone in the paving industry looking to boost their event ROI. In this information-packed episode of the Pave It Forward podcast, hosts Kevin Gray and Phil Metzger share their wealth of experience on how asphalt paving businesses can make the most of industry events.



Episode Highlights

  • The evolution of Kevin's approach to industry events over the years

  • How to create a welcoming booth presence without being overly aggressive

  • Strategies for meaningful conversations with potential clients

  • The importance of supporting event organizers and building relationships

  • Setting measurable goals and tracking success at events



Approach to Industry Events

  • Shift your mindset from immediate sales to building relationships

  • Focus on having genuine conversations

  • Be approachable and available without being pushy

  • Remember that not every interaction needs to lead to a sale



Create a Welcoming Booth Presence

  • Leverage your booth setup to attract the right clients

  • Use visuals that clearly communicate your services

  • Incorporate technology like QR codes for easy information sharing

  • Create a comfortable space for conversations



Supporting Event Organizers and Building Relationships

  • Promote the event on your social media channels

  • Acknowledge and thank organizers for their efforts

  • Be a team player to open doors for future opportunities



Setting Measurable Goals and Tracking Success at Events

  • Set clear, measurable goals for each event

  • Track the number of quality leads generated

  • Monitor QR code scans and website form submissions

  • Identify "hell yes" opportunities that align with your ideal client profile



Follow Up Effectively After the Event

  • Develop a system for organizing and prioritizing leads

  • Create personalized follow-up messages based on conversations

  • Set a timeline for reaching out to maintain momentum


Maximizing your ROI at industry events requires a strategic approach that goes beyond simply showing up with business cards. By focusing on building relationships, supporting event organizers, and setting clear goals, asphalt paving businesses can turn these networking opportunities into valuable sources of leads and long-term partnerships.



Resources


PASER Manual: PASER Manual

Residential PDF Slide Deck: Residential Slide Deck

Commercial PDF Slide Deck: Commercial Slide Deck




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