Tradeshow Program ROI Calculator – Why Tradeshow ROI Is Important

Tradeshows can be an important part of a marketing agenda for many companies. Over the years, many companies build up a presence at many shows where their customers and competitors expect to see them.

ROI, or return on investment, is the first number that you need to look at when your company is considering the effectiveness of a potential trade show. A company invests a great deal in each show and it is important that you earn this same amount back in order for the trip to be worthwhile. If you're not generating new sales at the event, your sales department is probably bleeding money from all of the unprofitable events that are on the calendar.

An effective tradeshow program ROI calculator will take all the most important numbers into account. This includes all expenses associated with the show as well as the average number of leads generated at this particular event. Since it is impossible to precisely determine how many leads a show will generate, this will require some calculations of its own. You should look at the number of leads that you've generated in the past if you've attended this show before. Compare this with the number of attendees in previous years and the number expected for the current year.

Leads are the most tangible benefit of a trade show, but there are other types of ROI that you can receive as well. You might generate a lot of interest in a new product among your existing customers. Individuals who don't provide you with their information at the show may still go home with an impression of your company. Whenever possible, have your sales staff determine whether a customer saw the company at a particular trade show.

In this process, it is important to not discount the many different types of ROI that you can generate. If you have a show that doesn't incorporate any of these types of ROI, however, it may be time to replace it on your schedule with a more profitable option.