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Trade Show Industry Trends – Getting Real with ROI

contributed by Thompson/Kerr Displays

So, you’re being asked to justify every penny that goes into your marketing mix. And how were we all taught to meter marketing? That’s right – Return on Investment (ROI).

Unfortunately, trade show/event budgets are often among the first  to fall under  executive gun sights, even though  they have repeatedly proven to be one of the most effective players in corporate marketing. Why? Many organizations don’t set realistic objectives, and are not geared toward measuring sales from events quickly and easily.

Ask yourself the following questions:

  1. Are your trade show/event objectives consistent with those of your corporate marketing plan?
  2. Do you set quantifiable sales-related objectives?
  3. Does your trade show/event budget integrate a variety of communication components?
  4. Do you consistently measure performance relative to your sales and communications objectives?

If you answered “yes” to these questions, you should be getting the most out of your event marketing dollars. In a recent study conducted by Deloitte & Touche, organizations that establish and measure solid objectives are substantially more successful in accelerating the sales process.

If you would like to learn how to get more from your trade show marketing dollars, click here for our seminar schedule.

Submission of articles for the Chamber's Business Library is a privilege of Chamber members only. The Greater Indianapolis Chamber of Commerce reserves the right to edit or reject submitted materials. By submitting an article, the author grants the Greater Indianapolis Chamber of Commerce authorization to publish and promote it in all types of media, with proper credit given to the author. Previously published material will need the permission of the publisher before submission. For more information, contact Melissa Mann at mmann@indylink.com.