Trade Show ROI Calculator

Lead Liaison’s Trade Show ROI Calculator helps measure the return on investment for industry trade shows.

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What's the name of your event? i
What is your average sales price for your company's services (ASP)? i
Initial cost of your exhibit design/construction? i
Approximately, how many leads do you expect to collect at the event? i
How many days is your event? i
What's the sq. footage of your booth? i
Cost per sq. foot of your booth? i
Average labor fees for exhibition set up and tear down? i
How many employees do you typically have at an event? i
What is your preferred method of lead capture (badge scanning vs business card) i
What is your typical cost of other marketing resources while at an event? i
Average # of hours your marketing team spends preparing before the show and following up after an event? i
Average fee for Trade Show services (internet, electricity, etc.)? i
On average, how many events do you do per year? i
Typical shipping fees per event? i
Cost of using show-appointed lead capture solution i

Assumptions

Average round trip ticket for business travel (source)
Average cost of a hotel room for business travel (per day) (source)
Average per diem for business travel (business meals + avg car rental, per day) (source)
Average cost of a handheld barcode or mobile app scanner from a lead retrieval company (source)
Close rate (conversion rate) - lead to opportunity (source)	%
Average life span of an exhibit design/construction (years) (source)
Average salary of a fully-burdened B2B salesperson (source)
Average salary of Event Coordinator (source)
Cost to transcribe a business card and enter 100+ data points into your database (source reset)

ROI Results

	For Single Event	Annual Trade Show ROI
Cost of Event
Cost per lead (CPL)
Unqualified leads i
Ignored leads i
Sales-ready leads i
Sales qualified (pipeline opportunities) i
Cost per opportunity (CPO)
Expected revenue i
ROI of Event

Boost ROI Further with GoExhibit!. Learn more here.

Facts	Current	With GoExhibit!	Difference
Nurturing leads results in 47% bigger purchases, resulting in this amount of incremental revenue per year.
Nurtured leads generate 74% more sales-ready leads.
Nurtured leads results in an 84% increase in conversion rates. That's more revenue potential in your pipeline. Converted leads:
Revenue
Lower the cost of qualified leads by 38%
ROI

This Trade Show ROI Calculator will help:

Determine overall cost of an event
Determine average cost per lead
Determine average cost per Opportunity
Determine Return on Investment (ROI)

Download the Trade Show ROI Calculator

Additional Resources

Lead Liaison offers many other valuable resources for your trade show and marketing event planning.

Click here to visit our Resource Library!

This Event Lead Management Kit includes a marketing event statistics infographic, an event preparation checklist, a post-event workflow example, a decision guide, a case study, and much more.

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