This presentation will walk you through all aspects of trade show booth ROI: why it is important, how to measure it, and how to report it.

2. Presented By:
Stephanie Chavez
Director of Marketing
© 2019

3. Proving Booth ROI YES!… is it really possible?
© 2019

4. Why is proving ROI important?
Justify investment
in your trade
show program
Continuous
program improvement
Report and analyze –
make changes where
it makes sense
© 2019

5. How do we
prove ROI? OBJECTIVES
Start by defining...
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6. What are Objectives?
STRATEGY
WHAT you will do to
achieve the objectives.
TACTICS
Specifically HOW you will
achieve your objectives.
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Objectives are the results we want to achieve from our trade
show program. Objectives drive the Strategy and Tactics.

7. Objectives
- Generate xx leads
- Conduct xx demos
- Have xx attendees at live
presentation
- Generate press 3 articles from
industry press
- Meet with xx current clients
- Generate $xx in sales
opportunities
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Tactics
- FB and LI social ads
- Press release
- Speaking engagement on xxx
- Sponsor keynote
- Schedule booth staff training
workshop & materials
- Use of hashtags/live video for
social posting during show
- In-booth contest - earn $20 gift
card for taking survey
- Close on commitment: send
literature, plan a call, schedule
onsite meeting
- Post-show marketing - highlights
from show, blog post recap, email
campaign, etc.
Strategy
- Pre-show campaign
- Strategic marketing campaign to
top 20
- Speaking engagement
- Train booth staff
- At-show marketing campaign
- Contest
- VIP party
- Sponsorship
- Post-show marketing
- Follow-up plan for leads collected
- Survey

8. Businesses invest
in trade shows for
one main reason…
to drive behavior that leads
to ROI.
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9. ROI comes from ACTIONS taken by:
Overall event audience (attendees) and booth visitors (your guests)
Communication Action Value & ROI
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10. How do we communicate effectively
to drive the desired behavior?
1. The Right Audience: Choose shows with a large percentage of
your target audience. Make sure they have proper
authority/influence for purchase decisions.
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2. The Right Message: Must be memorable and persuasive --
meet a specific need & stand out from the crowd.
3. The Right Action: Message leads to clear action – do a
product demo, take a survey, scan badge, attend theater
presentation.

11. Two Overarching Objectives
Marketing Communications
1. Email, mail, phone
2. Social media
3. Print ads/online ads
4. Press
a. Traditional press
b. Online publications
5. Speaking engagements
(thought leadership)
5. Public relations
a. Brand development
b. Reinforcement
c. Marketing positioning
d. Product positioning
e. Product launches
f. Community relations
6. Surveys (in-booth/post event)
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12. 1. Customer relationship mgmt
a. Customer success
b. Customer growth
2. Prospects (new customer acquisition)
3. Business partners
a. Suppliers
4. Influencers (market development)
a. Alliances
b. Developers
c. Recruits
d. Social leaders/influencers
Two Overarching Objectives
Business Development
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13. ROI
ROI is the most desirable yet hardest item to track.
Estimate revenue impact:
• “Close Ratio” (i.e. 10% of our
leads become actual sales)
• “Average Value of Sale” (i.e.
average sale price is $10,000)
Confirm assumptions
with Sales Team.
Use CRM/sales automation,
meeting tracking, landing pages,
promo codes, and other tracking
aids to track results from a show.
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14. Four Forms of ROI
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Awareness & recall
of your brand
Retention & growth
of current customer
revenue
Savings in travel
costs for current
customer & prospect
meetings
2
Revenue
Retention
& Growth
1
3
Promotional
Value
4
Cost
Savings
Prospecting, leads,
new customers
New
Revenue

15. Now for the Math
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16. New Revenue (A)
Prospects Engaged
Proposal Rate
Closing Ratio
Average Value of Sale
150
20%
15%
$25,000
150 x .20 x .15 x $25,000 =
$112,500 New Revenue
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17. Current Revenue
Retention (B)
Current Customers Seen in
Scheduled Meetings at the Show
Average Annual
Revenue per Customer
Addressable Revenue Retention
10
X $100,000
$1,000,000
1 Account Saved from Meeting with Unhappy Customer:
$100,000 Current Revenue Retention
© 2019

18. Current Revenue
Growth (C)
Current Customers Seen in
Scheduled Meetings at the Show
Upgrade Product/Service Based on
Meeting at Event
Average Annual Upgrade
Revenue per Customer
10
10%
$20,000
10 x .10 x $20,000 = $20,000
Customer Relationship
Revenue Growth Value© 2019

19. Cost Savings Value
● Events present “one on many” and “many on many” opportunities
(i.e. meetings and demos)
● A real source of ROI on an event
● Time, place and focus
● Prospects, customers, suppliers, alliances, press, executives,
sales, product management, marketing -- they are all here
● The number of potential interactions is potentially huge
● Consider special approaches to leverage the time, place and
focus opportunity
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20. Cost Savings
Example 1 (D)
Formal Meetings
People Traveling per Meeting
Travel Costs per Person
20
1
$1,000
20 x 1 x $1,000 = $20,000
Travel Cost Savings
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21. Cost Savings
Example 2 (E)
Executive Meetings
People Traveling per Meeting
Travel Costs per Person
10
2
$2,000
10 x 2 x $2,000 = $40,000
Travel Cost Savings
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22. Cost Savings
Example 3 (F)
Participants Attending Demos/Theater
Presentation
Meaningful Engagement
Field Rep per Meeting
Costs per Field Rep Call
150
30%
1
$800
150 x .30 x 1 x $800 = $36,000
Field Rep Cost Savings
© 2019

23. MQL Cost Savings
Example 4 (G)
Badge Scans
Marketing Qualified Leads (MQLs)
Average Cost for MQL Generation
250
30%
$175
250 x .30 x $175 = $13,125
MQL Cost Savings
© 2019

24. Promotional Value
● Promotional value is the least reported source
of ROI
● Has a real value -- advertising
● “Gross impressions” -- fall on eyes and ears of
everyone
● “Targeted (or active) impressions” -- fall on eyes
and ears of those who fit you target profile
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25. Promotional Value
LDI Show -- ABC Company
● 20,000 people attend the show
● 2 total impressions per attendee = 40,000 gross impressions
○ 20,000 targeted impressions (50% of the attendees are in target
demographic)
○ 20,000 non-target impressions (remainder of impressions -- outside of
target demographic)
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Types of Event Marketing Impressions
Print Ad Social Face to Face &
Exhibiting
Sponsorship Website Email Direct Mail Mobile

26. Promotional Value (H)
LDI Show -- ABC Company
Promotional Budget
Gross Impressions
Targeted Impressions
Non-target Impressions
Value per Non-target Impression
Value per Targeted Impression
$18,000
40,000
20,000
20,000
$0.25
$1.00
(20,000 x $1.00) + (20,000 x $0.25)
= $25,000 in Promotional Value
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27. Calculating Payback
on Promotion
LDI Show -- ABC Company
Promotional
Value (H) / Promotion
Budget = $x.xx Value
$1.00 Spent
$1.39 : $1.00 Payback on Promotion
$25,000 $18,000 $1.39 Value
$1.00 Spent/ =
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28. Calculating Event Payback Ratio
New Revenue, Growth,
Retention (A + B + C)
MQL Value (G)
Cost Savings (D + E + F)
Promotional Value (H)
Total Estimated Value
Show Budget
$232,500
13,125
96,000
+ 25,000
$366,625
$125,000
$366,625 / $125,000 = $2.93
$2.93 : $1.00 Event Payback Ratio
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29. What is a Good Payback Ratio?
© 2019
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Shows to keep, high ratio Shows to re-evaluate, low ratio
Average Payback: $2.26

30. Get credit for the value delivered
by your trade show events...
© 2019
REPORT IT

31. Categorize achievements:
• New revenue
• Current revenue growth &
retention
• Promotional value
• MQL value
• Cost savings
• Qualitative accomplishments
• Key measures
Reporting Results
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32. Reporting Results
● Summarize information
○ ASAP after each show
○ Dashboards
○ Powerpoint for meetings
● What to include in a report
○ Executive summary
○ Objectives from planning
○ Elements of payback model
○ Observations
○ Recommendations
○ Feedback (survey information)
○ Next show -> go / no go© 2019

33. LDI Show 2019 Post-Show Report
Executive Summary: At the 2019 LDI Show, we launched our new product line. The show typically
sees 20,000 attendees (10,000 are within our target demographic). We engaged in an aggressive
media campaign and outreach program in addition to our exhibit, which was set up with a theater-style
presentation area to showcase our new line. We also sponsored a banner at the entrance of the exhibit
hall, and our CEO Jane Doe gave the keynote address.
Show Objectives: Objective Goal Result
Lead Generation 100 “A” Leads 150 “A” Leads
Other MQL Leads 75 100
Theater Presentation 100 Attendees 150 Attendees
Press Interviews 2 4
Meet with Current Clients 15 10
Generate Sales Opportunities $100,000 $112,500
© 2019

34. LDI Show 2019 Post-Show Report
)( + + +
Sales
Opportunities
$232,500
New Revenue,
Growth &
Retention
MQL
Value
$13,125
250 Badge Scans
Promotional
Value
$25,000
Hall Entrance
Banner, Keynote,
Emails,
Mobile App
Cost
Savings
$96,000
20 Formal Meetings
10 Exec Meetings
150 Theater Pres
Total Event
Budget
$125,000
/
Total Estimated Value:
Total Event Budget:
$366,625
$125,000
Payback Ratio = $2.93 to $1.00

35. LDI Show 2019 Post-Show Report
Observations: CEO Jane Doe gave the opening keynote address, which positioned us as a thought-leader
to attendees. The next day we had many visitors to the booth inquiring about the keynote talking points.
Recommendations: The theater presentation to showcase our new product line was very successful.
However, some attendees overstayed due to the comfortable seating. Next year, stand-up demo stations
are recommended with stools for staff leads.
Go/No Go Next Year: Due to the success of this show
based on the metrics presented, it is recommended we
attend this show again next year.
© 2019
GO

36. Thank You!
© 2019