Focus on objectives for exhibition success

ROI IS GREAT BUT THE TRUE METRIC OF EXHIBITING IS IN ROO

Have you exhibited recently and been disappointed because you didn’t achieve your sales target?

Well, you’re not alone. The traditional method for analysing exhibition success is ROI, where you balance total cost against total sales but this article explains why the true return goes way beyond sales.

Although common place amongst most exhibitors, measuring exhibition success against a single metric of sales is extremely reductive and often results in a negative view of exhibiting. However, if we shift our focus to ROO – Return On Objectives we are able to achieve a more accurate and realistic evaluation.

Trade shows are the only medium where you can achieve multiple objectives in one place at one time, so measuring success through this wider lens allows us to identify a broader spectrum of opportunities.

Trade shows are a big investment and choosing to exhibit should positively impact each business area.

ROI vs ROO - the old & new of exhibition returns

SUMMARY

The list above is by no means exhaustive, but it’s vital to consider a more varied approach to exhibiting. Of course, every exhibitor will ultimately judge their success on sales figures but concentrating on wider objectives is the vehicle that will get us there. So, don’t despair if you walk away from an exhibition without lots of sales - look at all the things you have achieved because although sales may take a little longer to come, they will definitely be worth the wait.

We hope you find these tips helpful. Please subscribe to our monthly newsletter for more exhibition insights.