Trade Show ROI

Written by Cameron Wilkinson?

There is a lot of value that goes untracked at trade shows.??

Take the value of business retained thanks to meeting an unhappy customer and turning things around.??

If you’re not calculating the value of revenue retention from your shows, hundreds of thousands of dollars might go unreported during your post-show ROI meetings.??

Here’s how to calculate the value of business saved from meeting with current customers.?

The Value of Saving Unhappy Customers?

Watch the short 1-minute video for the equation.??

As mentioned above, take the number of current customers in scheduled meetings at the show and multiply that number by the average annual revenue per customer to get the value of current revenue retention.??

Value of Revenue Retention =??

(Number of Customers in Scheduled Meetings) X (Average Annual Revenue Per Customer)

If you’re scheduled to meet 10 customers at the show and the average annual revenue per customer is $100,000, the total addressable current revenue retention equals $1M. ?

That means one meeting with an unhappy customer equals $100,000 in current revenue retention.

This overlooked metric gives insight into the potential financial benefits of engaging with existing customers during events like trade shows.?

7 Equations for Measuring Trade Show ROI??

Watch the full-length video below for a more in-depth study on measuring trade show ROI.??

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