by Charles Pacheco
on 29-08-2021

Calculating the ROI of Your Show


At the end of the day, the reason you, as a business person, you are willing to invest so many financial and human resources into Shows is because you think you’ll be able to produce a positive return on that investment.

 At the end of the day, the reason you, as a business person, you are willing to invest so many financial and human resources into Shows is because you think you’ll be able to produce a positive return on that investment.
If you didn’t, you surely wouldn’t bother.
Calculating Your Show ROI
The formula for calculating your Show ROI is:
(Gross Profit - Total Show Expenses) / Total Show Expense
It’s really important to be as accurate with these numbers as possible. Let’s start by clarifying these values to make sure you’re calculating an accurate ROI value.
Gross Profit From Show: this number should include only profit from sales produced because of this specific Show. Meaning, these sales should be from leads created at the Show, or prospects that closed as a result of your attendance at the Show. Including any other sales will skew your ROI number.
Total Show Expenses: this number should include all costs associated with the Show, including
• booth design, components, and materials (if you’ve used the same for multiple shows, divide the cost),
• pre-and post-show promotion,
• travel, lodging, food, and entertainment expenses,
• Show fees,
• parties or other promotional events,
• and the cost of your team’s Show time before, during, and after the Show.

Long Sales Cycles Mean a Delayed ROI Calculation

Like most manufacturers, you probably have a long sales cycle. This means calculating a true ROI may take a little while. Be patient.
It’s really important that this exercise doesn’t slip off your radar. You don’t want to invest all those financial and personnel resources into activities that aren’t producing a positive ROI.

Make the Most Out of Your Show Time and Money

We know you don't need us to tell you that Shows are important. By using these tips to maximize your traffic and leads while spreading the word about your business and products, Shows just might become one of the most important (and fun!) elements of your marketing.

About Author

Charles Pacheco
Relationship Manager , B2B Growth Hub Limited

I am a postitive, tenacious, highly motivated and self driven person and have a consistant and proven track record of success and over achievements in sales, marketing and business consultancy. I have a wealth of experience working across all business sectors and worked for large corporates extensiv...

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