Trade Show Marketing ROI

- Monday, November 19, 2012

B2B companies who measure their trade show ROI are able to increase the effectiveness of their exhibit marketing investment and determine which trade shows are working.

Many companies keep doing trade show exhibiting without much hard analysis of if the trade show is generating a positive ROI.

Determine if a trade show is worth the investment.

1. ROI

The best way to track ROI is using this formula:

ROI = Gross Profit – Marketing Expenses

It’s important that the gross profit number reflects deals that happened due to attendance at the trade show. For the purpose of the calculation, you would assume that the deals would not have happened if you didn’t attend.

2. Tracking

To determine what leads and sales were generated as a result of the trade show, a CRM tool is recommended. CRM (Customer Relationship Management) is software for managing a company’s interactions with customers, clients, and sales prospects.

During or immediately after the show, enter every lead generated (via badge scanning, business cards, or email addresses collected). Then set up reports to monitor the performance of those leads, and when a lead becomes a customer, calculate the lifetime value of that customer and enter it into an updated ROI calculation for that show.

As the lead matures, you will be able to determine which shows are generating a positive ROI and which shows might actually be a drag on earnings.

For help with your trade show exhibit, contact The Exhibit Source.


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