How to measure event ROI
Should you attend more or fewer trade shows? Should your booth be larger or smaller? Within any company you will get different answers from different people. According to the Center for Exhibition Research , events generally represent the lowest-cost method for generating new business. The firm says that it costs 56% less to close a lead generated from a trade show than from traditional sales methods. While maintaining presence in your industry and increasing exposure to prospects and customers are both good reasons to attend an industry trade show, the C-Suite is looking for more concrete value for this typically large investment. Here are four proven processes to evaluate and measure the Return on Investment (ROI) of trade shows and events: 1. Costs Compared to Closed Deal Value The traditional approach to evaluating trade show or event ROI has been to track the number of contacts made at the booth, as captured by card scans or booth forms (Data Cap...