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How to Determine the ROI of a Trade Show

The task of determining ROI on trade shows has been daunting, especially for those new to investing in exhibitions. How does one go about it? What are the best practices for it? Well now we have the answer.

Exhibit Surveys, along with several trade show industry organization (IAEE, CEIR and PCMA) have created ROI Tool Kit that any exhibitor can use to determine the effectiveness of their trade show program.

And the best part - it is free!!

You may have been to a show earlier this year and want to assess the value of that activity, as you plan for next years show schedule. Or you might be questioning if you should have a larger presence on the show floor. Well all those questions and more can be answered with this ROT Tool Kit.

The toolkit answers valuable questions regarding exhibit expenditure.

- Pre Event
- Should we exhibit?
- How many staff are needed to engage our Potential Audience?
- How much space is required to attract and accommodate our Potential Audience?
- Post Event
- How many of our Potential Audience did we reach?
- How active were our staff in reaching the Potential Audience?
- What is the ROI potential from leads obtained?

Having answers to these questions takes the guess work out of marketing. With solid results, plans can be created to take full advantage of this proven marketing strategy.

Like any new tool or program, it will take a bit if learning to totally grasp the dynamics of it. But once you have mastered the learning curve - one or two passes through the tool, you now have a valuable instrument to determine the return on all those shows you manage.

One aspect I am fascinated by is the what if capabilities. The tool allows you to adjust some parameters, like booth size, booth staff, etc. and you can see what would happen to your numbers. It gives you a point of reference to scale up or scale back your activities for a show.

Google the term ROI Toolkit to calculate your return on investment.

Lets Talk Trade Shows has a new paid Membership site. This ROI Tool Kit, in addition to other valuable tips for exhibiting, is discussed in the form of webinars, white paper, articles and more.

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