7 Key Trade Show Metrics To Measure
April 11, 2012
By Mike Thimmesch
How important is it to measure and communicate the results of your trade show program? Here’s how essential measurement is to your success:
- “If it can’t be expressed in figures, it is not science; it is opinion.” - Robert Heinlein
- “What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.” - John E. Jones
- “In God we trust, all others bring data.” - W. Edwards Deming
So yes, measurement is important. That is why Skyline is honored to offer you an updated tool to help you measure your trade show program.
The 4th version of the “Measurement Made Easy” Trade Show and Event Calculator CD program now gives you a place to record and calculate 21 different trade show metrics. There are 5 measurements for before the show, to help you prepare, and 16 measurements for after the show, to help you measure how you did.
But like a bike with 21 gears, you may not need to use all of them. So for this 4th edition, we highlighted the 7 metrics we feel are the most important:
Before The Show
1. Pre-Show Promotion
In today’s competitive trade show arena, you need to invest in promotions to get more attendees to cross from the aisle into your trade show booths. This calculator helps you calculate your cost per contact from pre-show promotion, so you can see how much extra value promotions bring your program.
Surprise: Your best shows may not be the biggest shows, but the shows that have the most people that fit your target market. This calculator helps you delve deeper into each show’s audience to discover the shows that are the best value for you.
3. Estimated Budget
With this calculator you can quickly estimate for a show how much you might spend on key areas such as booth space, trade show displays, travel, show services, and more. The estimates are based on industry average budget expenditures.
After The Show
4. Budget Versus Actual
So, how close to your estimated budget did you actually spend? This calculator lets you compare what your actual costs to what your original estimates – and see where you had the biggest percent differences.
5. Cost Per Contact
This simple calculation lets you calculate how much each individual contact cost you after your entire show budget is added up. Then you have a cost that you can compare against other ways to get face-to-face contacts.
6. Cost Per Lead
One of the most popular metrics, this calculator not only helps you calculate cost per lead, which is your total trade show exhibit program investment divided by your number of leads, but also track (and define) leads by quality, such as “A” leads, “B” leads, and “C” leads.
7. Potential Return On Investment
While ROI is the ultimate measurement for most companies, it can take many months, if not years to close B2B leads with their longer selling cycle. This gets you a viable number quicker, by considering lead counts, percent of sales-likely leads, average sales dollars, and exhibiting investment to get to a potential ROI.
There are also 14 more metrics you can measure, calculate, record, and report with this updated Measurement Made Easy CD. The program allows you to record your show data, then print reports for management, or export the data for use in your own Excel reports.
We are grateful for Marketech for creating this program and allowing us to share it with you.
SKYLINE EXHIBITS TRADE SHOW ROI CALCULATOR &
SKYLINE TRADE SHOW COMPARISON TOOL
Need help estimating the return on investment your company gets from exhibiting at a trade show? Or need help tracking costs and identifying new leads and sales opportunities?
Then these are the tools for you! Request your free worksheets today. Complete the form below and we will send you these two Excel spreadsheets today!