Trade shows are instrumental in achieving sales and marketing goals and a strong ROI. Our guide provides tips for your next trade show to increase your ROI and score big.

1. Trade Show ROI Playbook
What you need to know to make the most out of your next trade show

2. Contents
• Determining goals & objectives
• Picking the right show
• Investing in pre-event marketing
• Engaging the media
• Validating the investment

3. Determining Goals and Objectives
Ask:
What does my organization hope to achieve through event marketing?
Create realistic and on-target event
marketing goals!

4. Determining Goals and Objectives
Goals should be
specific, measurable,
in-line with the
organization’s
objectives and realistic!

5. Determining Goals and Objectives
Examples of Goals and Objectives:
•Grow the client list by X
•Attract investors
•Heighten brand-awareness
•Gain media exposure

6. Picking the Right Show
Consider:
1. Significance
Is the show in your industry or a good match for your product or
services?
2. Social Media
Whether or not the show is active on social media is a good
indication as to whether it will be able to help you market yourself!
3. Media
Was media present at the show last year? Engage with the media
for free exposure.

7. Picking the Right Show
4. Big Names
Big-name speakers will draw big attention, which leads to big-
time ROI.
5. Attendees and Exhibitors
Evaluate the number of competitors, thought-leaders or
investors in attendance.

8. Investing in Pre-Event Marketing
90 days
Number of days prior to an event
when you should start planning.
6-8 weeks
Number of weeks prior to an event
when you should begin your pre-
show marketing

9. Investing in Pre-Event Marketing
What do you market?
• Your company’s presence at a show
• Event-only offers
• Free show passes
• Contests and giveaways
• Educational resources (whitepapers, catalogs, etc.)
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10. Investing in Pre-Event Marketing
Who do you market to?
• Current clients
• Prospects
• Partners
• Contacts from the pre-registration attendee list
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11. Investing in Pre-Event Marketing
• Budgeting
Outline and project your event expenses! (Exhibiting space, drayage,
shipping, electrical, flooring, etc.)
• Digital Marketing
Generate pre-event buzz using emails and social media.
• Setting Appointments
Have sales staff set appointments with prospects and clients to meet with
booth staff at the event.

12. Investing in Pre-Event Marketing
• Training
Make sure your booth staffers are knowledgeable about your
organization and products to make a great impression.
• Plan Events within the Event
Invite high-value prospects and clients to afterhours dinner and
cocktail events to establish better relationships and foster business
opportunities.
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13. Engaging the Media
• Media Outreach
Identify the reporters, bloggers and media outlets that will help get your
message out. A good pitch will stir up interest early on.
• Content/Trade Show Media Kit
Send out content relevant to your products, services and expertise to media
contacts to get them engaged.
• Interviews
Offer and accept requests for interviews in order to communicate your
message to a wide audience.

14. Engaging the Media
• Hold a Press Conference
Invite the press and share something worthwhile about your
company.
• Broadcast your Press Coverage
Share articles and videos through email and social media to increase your
exposure.
• Follow Up with Media Contacts and Bloggers
Thank reporters and bloggers who gave you coverage at the show.

15. Validating Your Investment
Step 1:
Add together the value of all your
achievements.
Achievement Value
Sales made $89,000
Leads collected $100,000
Website traffic $8,000
Professional development $10,000
Media coverage $15,000
Client and prospect meetings $12,000
Investor meetings $30,000
Total: $264,000

16. Validating Your Investment
Step 2:
Multiply by 50% to get gross
margin
Achievement Value
Sales made $89,000
Leads collected $100,000
Website traffic $8,000
Professional development $10,000
Media coverage $15,000
Client and prospect meetings $12,000
Investor meetings $30,000
Total: $264,000
Gross Margin: $132,000

17. Validating Your Investment
Step 3:
Calculate your investments and
subtract from gross margin.
Investments Value
Exhibit expenses $15,000
Shipping/logistics $2,000
Travel/accommodations $3,000
Dining $3,000
Marketing Materials $1,000
Total Investment $24,000
Gross Margin $132,000
Profit: $108,000

18. Validating Your Investment
Step 4:
Divide Profit by total investments
to get your return on investment.
Investments Value
Exhibit expenses $15,000
Shipping/logistics $2,000
Travel/accommodations $3,000
Dining $3,000
Marketing Materials $1,000
Total Investment $24,000
Gross Margin $132,000
Profit: $108,000
Return: ($108000 / $24000) 8

19. Validating Your Investment
If your return percentage is
less than your goal, identify
areas for improvement
before your next big show!

20. Conclusion
Follow these steps to maximize your event
marketing ROI and deliver consistent event
campaign homeruns and trade show touchdowns!
1. Determine goals & objectives
2. Pick the right show
3. Invest in pre-event marketing
4. Engage the media
5. Validate the investment

21. Learn More
Learn more about maximizing
Trade Show ROI with our
Trade Show ROI Playbook at
www.nimlok.com