Trade Show ROI Calculator

Brandon Gracey
December 11, 2014

Whether you’re a wholesale business trying to determine if you should start exhibiting at trade shows or a seasoned veteran making a decision about a new show, the best way to get your answer is with some good old-fashioned number crunching. At the end of the day, the ROI impact of a trade show is a balance of the costs associated with attending a show and your projected revenue. Lucky for you, we’ve created an easy-to-use Trade Show ROI calculator that will give you an ROI projection for any trade show you’re evaluating. The Trade Show ROI calculator will help you factor in costs such as:

  • Booth fee
  • Booth set up
  • Marketing/promotional items like samples, giveaways, press kits, etc.

The exercise of doing this calculation has a great deal of value in and of itself--it forces you to face the many costs associated with a show, decide how many reps you can afford to send, and think critically about the potential demand among retailers at each show.

Why it’s important to calculate your trade show ROI:

1. It gives you and other stakeholders realistic expectations of a show’s projected yield:

If you’re expecting a high volume of sales from a particular trade show but you haven’t thoroughly thought through the costs, you’re setting yourselves up for disappointment. Likewise, if you pour tons of money into your booth setup and other preparations without doing a realistic estimation of your projected revenue, you’ll see a similarly negative outcome.

2. It helps you pick and choose which shows to attend:

After doing your ROI analysis, it’s likely that you’ll find certain shows make more sense than others. This is especially critical if you’re working within a tighter budget. Your projected revenue could be highly impacted by various factors, including the particular focus of a trade show, how closely it aligns with your product line, your regional demand, and more. Considering these factors can easily determine whether it’s worth attending a show.

3. It allows you to divert your sales and marketing dollars to better use:

If the costs of trade show attendance outweigh potential gains, you may need to look to other more cost effective ways of selling your product. If you do end up deciding to attend the show, your ROI calculation will help you budget more effectively in order to tip the scales in your favor, whether you find ways to reduce your booth costs, send fewer reps to the show, or search for better deals on travel and accommodations.

Go to the Trade Show ROI Calculator now.

We hope this Trade Show ROI Calculator helps you be more strategic about your trade show planning this season. With this tool, you’ll be able to think both qualitatively and quantitatively about every show on your radar. By doing this prep and evaluation work, you’ll also be prepared to simply enter the final numbers after the show’s over to accurately determine your return on investment, also considering other returns like leads generated and the potential revenue from those new contacts. How are you currently tracking the value of the trade shows you attend? Let us know in the comments!