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Trade Show ROI Metrics

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Marketing metrics gives cause to eliminate sacred cow marketing tactics that fail to produce a high ROI value; provides tangible evidence of what is working and what is not; and helps shape decisions and justify future marketing investments with confidence.

Trade Show ROI Metrics

  1. 1. TRADE SHOW METRICS 5 Key Measurements Linking Marketing Spend to Business Impact MYERSJONESPARTNERS MARKETING + ADVERTISING
  2. 2. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Value of Marketing Metrics UNBIASED FACTUAL EMPOWERS Gives cause to Provides tangible Helps shape eliminate sacred evidence of what is decisions and cow marketing working and what justify future tactics that fail is not. marketing to produce a high investments with ROI value. confidence.
  3. 3. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact 5 metrics COST PER LEAD COST EXPENSE PER TO CONTACT REVENUE RETURN ACTIVITY ON BASED INVESTMENT METRICS
  4. 4. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Return On Investment FORMULA BENEFITS Subtract the gross Ease of use. sales margin by the marketing investment Speaks directly to and divide by the the bottom line. cost. Threshold can be set ROI is expressed as to benchmark a percentage. results. threshold ROI is the $16,000 - $12,000 Shows can be minimum acceptable measured against GROSS - MARKETING each other to return. MARGIN INVESTMENT determine best value. = 33% $12,000 ROI MARKETING 15% Threshold INVESTMENT
  5. 5. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Cost Per Lead FORMULA BENEFITS Divide total program Compares the value cost by the number each trade show in of qualified leads addition to comparing generated at the the value of other show. lead generating marketing tactics. Program costs include exhibiting, $15,000 If the booth is used travel, hotels, meals for numerous shows, and entertainment. PROGRAM COST $75 divide initial cost by = PER number of shows per 200 LEAD year. QUALIFIED LEADS ($5,000 / 6 shows = $833)
  6. 6. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Cost Per Contact FORMULA BENEFITS Divide the entire Good for evaluating program investment and benchmarking by the gross number competing marketing of contacts. investments to promote the overall This method can be image of the brand dangerous if used or company. on its own to evaluate the relative $15,000 Best metric for hard value of a business to measure tactics PROGRAM COST event or trade show. $33 PER other than counting = the total number of 450 CONTACT contacts per event. GROSS NUMBER OF CONTACTS
  7. 7. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Expense To Revenue FORMULA BENEFITS Divide the total Best suited for multi- revenue associated touch situations, with the trade show where claiming an to the total expense ROI on any one incurred. ‘touch’ can be a risky proposition. One downside is that the sales process Use this metric when may take many several marketing months before $500,000 initiatives are determining the REVENUE employed compared exact E:R ratio. = 2.5 to a single marketing $200,000 E:R tactic. EXPENSES INCURRED Ratio
  8. 8. TRADE SHOW METRICS MYERSJONESPARTNERS MARKETING + ADVERTISING 5 Key Measurements Linking Marketing Spend to Business Impact Activity Based Metrics ACTIVITY EXAMPLE ๏ Contact rate Measure number of ๏ Response rate ๏ Leads generated pre-qualified ๏ Click-through rates prospects that ๏ Website visits respond to pre-show ๏ Length of visits ๏ marketing mailer Awareness, preference, usage with a specific call ๏ Brand loyalty to action at the ๏ Customer satisfaction booth such as ๏ Revenue per sale ๏ Cost per click-through $10,000 register for a prize ๏ Cost per impressions drawing or free gift. ๏ PRE-SHOW DIRECT MAIL Conversation rate = $22.2 ๏ Retention rate ๏ Referral rate 450 COST ๏ Cost per PRE-QUALIFIED demonstration BOOTH PROSPECTS PER ๏ Marketing expenses RESPONSE
  9. 9. TRADE SHOW METRICS 5 Key Measurements Linking Marketing Spend to Business Impact Start Measuring ACCOUNTABLE. Executives in every industry are demanding definitive results linking marketing spend to business impact, and trade shows are no exception. TANGIBLE. Exhibit managers need solid data when selecting the right trade shows for their companies. SUSTAINABLE. Start measuring your trade show marketing efforts today to evaluate, plan and deliver even more effective tactics for tomorrow. MYERSJONESPARTNERS MARKETING + ADVERTISING
  10. 10. TRADE SHOW METRICS 5 Key Measurements Linking Marketing Spend to Business Impact CONTACT US TO SEE MORE HELPFUL MARKETING PRESENTATIONS: MYERSJONESPARTNERS MARKETING + ADVERTISING MYERSJONESPARTNERS MARKETING + ADVERTISING MAXIMIZE YOUR DIGITAL how to get sales MARKETING and marketing to 10 Ways to work together Integrate Social, (And Convert More Leads Into Customers) Mobile, and Email Getting Social - How to use How To Get Sales and Marketing To Maximize Your Digital marketing LinkedIn, FaceBook, and Twitter to Work Together 10 Ways to Integrate Social, Mobile grow your B2B or B2C business (And Convert More Leads) and Email 7 Deadly Sins to avoid when EXCELLENT surveying GOOD FAIR ! POOR your customers MYERSJONESPARTNERS MARKETING + ADVERTISING ROI METRICS A Different Approach 7 Deadly Sins to avoid when How To Maximize Your Marketing Today Outsourcing Your Marketing to surveying your customers To Generate More Lead Tomorrow Reduce Costs and Increase Sales MYERSJONESPARTNERS A DIFFERENT APPROACH MARKETING + ADVERTISING LESS EXPENSE + MORE EXPERIENCE MYERSJONESPARTNERS.COM • Neil@MyersJonesPartners.com • 336.210.3719 • P.O. Box 24986 • Winston-Salem NC • 27114

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