Kevin Gray
- Sep 15
- 2 min read

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.