The ULTIMATE Guide to Measuring Trade Show ROI [2024]

The number one struggle for Marketing Directors is tracking and measuring the Return on Investment (ROI) from their efforts. The benefits of measuring ROI for marketing include:

- Data-Informed Decision-Making
- Justification for Larger Budgets
- Performance Benchmarking
- Enhanced Exhibitor Experience
- Lead Generation & Conversion Insights

This video provides 7 easy equations for measuring ROI from your trade show program.

0:00 - Introduction to Trade Show Data Analysis Challenges
0:18 - The Importance of Collecting Good Metrics and Analyzing Them
0:44 - Making Data-Informed Decisions and ROI Benefits
1:20 - Introduction of Cameron Wilkinson and Trade Group
1:41 - Seven Simple ROI Equations for Trade Show Programs
1:48 - #1 Basic ROI Equation: Measuring Return on Investment
3:19 - #2 Estimating Revenue Impact from an Event
5:00 - #3 Calculating the Value of Current Revenue Retention
6:29 - #4 Calculating the Value of Current Revenue Growth
7:40 - #5 The Value of Cost Savings for Formal Meetings
8:36 - #6 The Value of Marketing Qualified Leads (MQLs)
10:17 - #7 Calculating the Event Payback Ratio
11:59 - Conclusion and Invitation to Subscribe

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