The Importance of ROI
In a slow economy, CFO’s sharpen their pencils and their focus on ROI. Here are ways to help you calculate your trade show return on investment and be ready to answer your CFO’s question, “What do we get out of this show?”
Why Measure the
Justification - Exhibiting can be a major line item on your marketing budget. Measuring results can justify the investment as well as help you determine which shows provide you with the highest ROI.
Choosing Exhibitions - The measured results will help you determine the most rewarding exhibitions for your company.
Improve Performance - Measuring allows your company’s sales team to improve on marketing activities before, during and after the show.
- When you measure goal-driven activities, your team will work harder to
get those activities done. So if you want to reach your goals, measure
the results and share them with your team.
ROI is the best way to determine where your leads come from and how beneficial specific trade show events are to your company’s sales. Because potential clients often need more than one contact point before making the purchase, it is important that lead tracking be managed throughout the year to determine where the sale originated (i.e. the lead at the trade show and not the final sales call).
There are several values that must be known before calculating ROI:
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