7 ways to measure trade show success

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7 ways to measure trade show success

Most exhibitors find it hard to measure the Return on the exhibition investment (ROI), which is really important as it can tell you:

The income generated from the exhibition, exceeded the expenditure and by what margin

Will allow you to compare value from exhibitions with other marketing media

Will allow you to compare the ROI from different shows

This useful article by Skyline Display Systems gives you other important areas to measure:

Before The Show

1. Pre-Show Promotion

In today’s competitive trade show arena, you need to invest in promotions to get more attendees to cross from the aisle into your stand.  Calculate your cost per contact from pre-show promotion, so you can see how much extra value promotions bring your program.

2. Attendance

Surprise: Your best shows may not be the biggest shows, but the shows that have the most people that fit your target market.  Delve deeper into each show’s audience to discover the shows that are the best value for you.

3. Estimated Budget

Start with an estimate how much you might spend on key areas at an exhibition, such as stand space, dressing your stand, travel, show services, and more.

After The Show

4. Budget Versus Actual

So, how close to your estimated budget did you actually spend?  Compare what your actual costs to what your original estimates – and see where you had the biggest percent differences.

5. Cost Per Contact

Calculate how much each individual contact cost you after your entire show budget is added up.  Then you have a cost that you can compare against other ways to get face-to-face contacts.


6. Cost Per Lead

The most popular measurement is cost per lead, which is your total exhibition programme investment divided by your number of leads, but also track (and define) leads by quality, such as “A” leads, “B” leads, and “C” leads.

7.  Potential Return On Investment

While ROI is the ultimate measurement for most companies, it can take many months, if not years to close B2B leads with their longer selling cycle.  This gets you a viable number quicker, by considering lead counts, percent of sales-likely leads, average sales Rands  and exhibiting investment to get to a potential ROI.

There are also 13 more metrics you can measure, calculate, record, and report with this updated Measurement Made Easy CD.  And as with previous versions, the program allows you to record your show data, then print reports for management.

We are grateful for Marketech for creating this program and allowing us to share it with you.

Measure and justify your trade show program with the newly updated Measurement Made Easy CDClick here to ask for your free copy of this program.


Bookmark regular visits to http://www.skylinetradeshowtips.com as they are a gold-mine of great advice for improving your trade show results.


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