How do you measure and improve your trade show ROI?

1 Define your goals and metrics

Before you attend a trade show, you need to have a clear idea of what you want to achieve and how you will track your progress. Do you want to increase brand awareness, generate leads, close deals, or launch a new product? What are the key performance indicators (KPIs) that will reflect your success, such as number of visitors, leads, sales, or feedback? How will you collect and analyze the data, using tools such as surveys, CRM, or analytics?

3 Execute your plan and collect data

When you attend the trade show, you need to execute your plan and collect data as much as possible. How will you attract and engage visitors to your booth, using techniques such as demonstrations, contests, or giveaways? How will you capture and qualify leads, using methods such as forms, scanners, or apps? How will you communicate and follow up with leads, using channels such as email, phone, or social media?

4 Analyze your results and calculate your ROI

After the trade show, you need to analyze your results and calculate your ROI. How did you perform against your goals and metrics, using tools such as dashboards, reports, or charts? How much did you spend and how much did you earn, using formulas such as revenue minus cost divided by cost? How did you compare to your competitors, industry benchmarks, or past events?

5 Identify your strengths and weaknesses

Based on your analysis and calculation, you need to identify your strengths and weaknesses. What worked well and what didn't, based on feedback from visitors, leads, customers, and staff? What were the best practices and lessons learned, based on your own observations, research, or case studies? What were the opportunities and threats, based on market trends, customer needs, or competitor actions?

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?