21
Trade Show ROI Playbook What you need to know to make the most out of your next trade show
Trade Show ROI PlaybookWhat you need to know to make the most out of your next trade show
Contents
• Determining goals & objectives
• Picking the right show
• Investing in pre-event marketing
• Engaging the media
• Validating the investment
Determining Goals and Objectives
Ask:
What does my organization hope to achieve through event marketing?
Create realistic and on-target event marketing goals!
Determining Goals and Objectives
Goals should be specific, measurable,
in-line with the organization’s
objectives and realistic!
Determining Goals and Objectives
Examples of Goals and Objectives:
•Grow the client list by X
•Attract investors
•Heighten brand-awareness
•Gain media exposure
Picking the Right Show
Consider:
1. SignificanceIs 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. MediaWas media present at the show last year? Engage with the media for free exposure.
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.
Investing in Pre-Event Marketing
90 daysNumber of days prior to an event when you should start planning.
6-8 weeksNumber of weeks prior to an event when you should begin your pre-
show marketing
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.)
Icon made by Freepik from www.flaticon.com
Investing in Pre-Event Marketing
Who do you market to?
• Current clients
• Prospects
• Partners
• Contacts from the pre-registration attendee list
Icon made by Freepik from www.flaticon.com
Investing in Pre-Event Marketing
• BudgetingOutline and project your event expenses! (Exhibiting space, drayage, shipping, electrical, flooring, etc.)
• Digital MarketingGenerate pre-event buzz using emails and social media.
• Setting AppointmentsHave sales staff set appointments with prospects and clients to meet with booth staff at the event.
Investing in Pre-Event Marketing
• TrainingMake sure your booth staffers are knowledgeable about your organization and products to make a great impression.
• Plan Events within the EventInvite high-value prospects and clients to afterhours dinner and cocktail events to establish better relationships and foster business opportunities.
Icon made by Freepik from www.flaticon.com
Engaging the Media
• Media OutreachIdentify 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 KitSend out content relevant to your products, services and expertise to media contacts to get them engaged.
• InterviewsOffer and accept requests for interviews in order to communicate your message to a wide audience.
Engaging the Media
• Hold a Press ConferenceInvite the press and share something worthwhile about your
company.
• Broadcast your Press CoverageShare articles and videos through email and social media to increase your exposure.
• Follow Up with Media Contacts and BloggersThank reporters and bloggers who gave you coverage at the show.
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
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
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
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
Validating Your Investment
If your return percentage is less than your goal, identify areas for improvement before your next big show!
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
Learn More
Learn more about maximizing Trade Show ROI with our
Trade Show ROI Playbook at
www.nimlok.com
