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How to Maximize Your Tradeshow ROI


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An in-depth look at the importance of exhibiting within the marketing world, full of priceless tips from a seasoned professional.

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How to Maximize Your Tradeshow ROI

  1. 1. Event Marketing Cari Rosno, President/CEO Skyline DYNOVIA 2.05.2016
  2. 2. Budgeting for Success Setting Goals to Measure Performance Exhibits as Environments Talking Points:
  3. 3. 84% of visitors have some kind of buying power 38% of visitors are new to the show 49% of attendees plan to purchase in the next 12 months 22% of sales and marketing executives say trade shows are the #1 source for leads, more than any other source *information from CEIR, TSEA, CEMA Why Face-to-Face Marketing
  4. 4. Trade shows are the #1 business-to-business marketing spend to support direct sales.
  5. 5. Budgeting for Success! Your budget is the financial roadmap of your exhibit marketing plan.
  6. 6. How is your budget dollar spent?
  7. 7. Rough show budget with existing properties = Show Space x 3 Determine your estimated cost per square foot and use the annual average. $100,000 on everything – 20 x 20 $100,000 / 400 = $250/per sq. ft. Six shows with an average: $250, $124, $116, $87, $174, $101 = $142 avg/per sq. ft. Rough show budget with new inventory = show space x 4 Rough show budget with new technology and presentations = show space x 5 Industry Averages and Calculations
  8. 8. Need to save money? Understand these areas first, make changes where you can & don’t cut! Hard Costs: Show Services, labor, exhibit properties, rental properties & travel Soft Costs: Booth space, sponsorships, hiring outside booth staff, cleaning, floral, meetings, hospitality, promotions Free: “Not out of my budget” Hard Costs, Soft Costs and FREE
  9. 9. • Establish timelines/deadlines and keep them • Share your budget $s • Pair your expense decisions with your objectives • Send a gang box, tool box • Purchase your own décor, accessories • Evaluate your time and delegate where necessary Save Some Money
  10. 10. • Create your exhibit marketing plan, then develop the budget to reflect the plan’s objectives, strategies and tactics – keep it fresh • Get early buy-in from your internal customers so the investment is well understood before the show opens • Review your budget frequently and update it • Compare the actual to budget to determine what changes are necessary for the next show Budgeting Best Practices
  11. 11. Setting Measurable Objectives
  12. 12. Everything starts with objectives 1. Why are you exhibiting? 2. Who is your target audience? 3. What do you want to communicate to this audience? 4. What is your measure of success? Generate 250 qualified leads that will convert to $150,000 in sales from current and new customers within 8 months of the close of the show.
  13. 13. Objectives Best Practices • For every objective you have, create a measurement plan so that you know if you achieved your objective or not • Hold a meeting every day to evaluate how well you are meeting your target objectives so you can make mid-course corrections
  14. 14. Achieving Goals Everything must lead to a call to action – a call to achieve the objectives. • The exhibit • Literature & promotional items • In booth activities and presentations
  15. 15. Measuring Your Performance
  16. 16. Improve the decision making process Continuous Improvement What worked | What didn’t Measuring your performance “If it can’t be expressed in figures, it is not science; it is opinion.” -Robert Heinlein
  17. 17. Some objectives are more easily measured than others.
  18. 18. It’s all ROI  Cost per lead per contact  Cost per visitor reached – visual & physical  Cost per person demonstrated to or reached in live presentations  Brand Awareness  Product/Organizational perception
  19. 19. Calculating Your Measure of Success What to measure: Cost per lead or per contact Return on Investment or Potential Return on Investment Cost per visitor reached – visual & physical How to measure it: Total investment ------------------------------------ Total # of qualified leads Sales generated ------------------------------------- Total investment Total investment --------------------------------------- Total number of visitors reached (visually or physically)
  20. 20. Calculating Your Measure of Success What to measure: Demonstration cost per person Brand awareness Message reception or retention Public relations/press How to measure it: Incremental investment --------------------------------- Number of visitors reached Exit or post event surveys Exit or post event surveys Number of articles written or ad equivalency
  21. 21. Measurement Best Practices • If time is an issue, hire a third party to make sure the metrics are undertaken • For every objective, have a defined measurement • Create benchmarks for each metric to compare show-to-show and year-to-year • Measurement should be undertaken so the results are available within 2 weeks of the show (except for post show surveys)
  22. 22. Exhibits as Environments
  23. 23. Questions? Let’s chat! Skyline DYNOVIA 515.727.5200