The challenges of a changing
economy has brought more pressures to bear regarding exhibitors measuring their
return on objectives or return on investment. When the
economy was flying high, there was often not as much thought regarding results, but with the changes that have occurred within the last several years, more companies
are scrutinizing marketing budgets and more specifically trade show budgets. Few exhibit managers are able to clearly define their results or return on dollars spent.
Measuring performance today allows you
to yield greater results tomorrow.
ROI has become a hot button,
but what most exhibit managers are coming to realize is that they cannot measure
"return on investment" due to the fact that sales are often
very protracted- and sales are the key component to measuring ROI.
But exhibit managers can
measure their ROO - return on investment for trade shows as well as
events - User Group Meetings, Hospitalities, Open Houses and Road Shows.
This can take the form of cost per lead, cost per demo, cost per impression, as well as a number of others.
These are a few questions you might ask yourself.
How well does your staff perform?
Do potential customers understand your offerings?
How well do customers perceive your competitive advantages?
What kind of response do potential customers expect from you?
Did visitors “get the message” from your presentations and demonstrations?
What are some things that can begin the process of measuring your shows and meetings?
Being able to show concrete
results will allow exhibit managers to maintain their exhibit budgets and show
upper management that trade shows are a vital and productive part of
the marketing mix.
© 2012 by Mim Goldberg