Skyline Exhibits

Many in the industry confuse and interchangeably use return on investment (ROI) and return on objectives (ROO). ROI is a quantification of the financial return on our exhibiting investment compared to sales that are generated from the event. ROO is an analysis of the return that is generated from objectives where sales are not immediately closed, such as demonstrations, live presentations, customer meetings and hospitalities. We can measure both objective and subjective show objectives, but we cannot generate ROI without sales from the event. According to CEIR, 86 percent of exhibitors exhibit to generate new leads for sales so let's look at measuring those results:

1. After generating qualified leads insert them in your contact management program's database.

2. Categorize leads" "A"-Hot, "B" - Near Term, "C" - Longer Term, maybe only information request.

3. Define the "good" leads and their sales potential with management to translate the leads portion of the equation as a base in forecasting potential sales resulting from the show.

4. Create a closed loop system for lead management and activity reports from the field.

5. Create a report that tracks the leads for the first 90 and 180 days after the show closes.

6. Use the experience of the last show as the benchmark for future events.