Return of investment of a trade show: how to evaluate it
Return of investment of a trade show: how to evaluate it
One of the most important indicators in evaluating a company’s operations—especially those related to budgeting investment allocations—is the Return on Investment, or ROI.
Just think about how often it is after participating in a trade fair that part of the effort invested during the event materializes—for example, by following up with or being contacted by potential clients. As a result, it often happens that companies participating in a trade fair rely more on impressions than on actual facts when making evaluations.
Participating in a trade fair is the kind of activity that must be carefully planned, involving a series of aspects to be considered attentively and producing long-lasting effects.
The most intuitive choice is not always the most effective: relying on those who prepare a series of identical, indistinguishable booths is a way to achieve results that, regardless of whether they are satisfactory or not, are undoubtedly lower than the potential results that could be obtained.
When working with professionals to decide how to organize your participation in a trade fair and your booth, there are certain essential parameters that cannot be overlooked.
