This document provides a tool to calculate the return on investment (ROI) for industry trade shows. It includes categories for estimating tradeshow costs like exhibit booths, speakers, and travel expenses, as well as potential benefits in terms of sales leads, sales conversions, brand awareness, and customer insights. Plugging in estimated costs of $14,750 and benefits of $65,000 into the ROI formula results in a 441% return on the tradeshow investment.

1. Tradeshow ROI Calculator
Use this tool to help you measure the return on investment for industry trade shows.
Tradeshow Costs
Tradeshow Costs
Description
Quantitative Qualitative
Exhibit Booth $2,500
Key Note Speaker $5,000
Event Sponsorship/Exhibition Costs Sponsorship $3,000
Other Costs
Booth Shipping $350
Other transportation expenses
Transportation Expenses
Hotels $1,000
Dinners $400
Travel Expenses Car Rental $250
Other Expenses
Promotional Gift Expenses $500
Promotional Gifts/Collateral

2. Printed Marketing Collateral $250
Promotional Gifts/Collateral Other Promotional Expenses
Time & Salary $2,000
Other lost productivity costs
Opportunity Cost of Lost Productivity
Meeting Arrangement Services Client Meeting Arrangement Services $2,000
TOTAL TRADESHOW COSTS $14,750
Tradeshow Benefits
Tradeshow Benefits
Description
Quantitative Qualitative
"A" Leads 12
"B" Leads 26
Total Number of Qualified Sales Leads* "C" Leads 33
"D" Leads 14
Total Leads 85
Sales Opportunity #1 $20,000
Sales Opportunity #2 $15,000
Converted Sales Opportunities from Leads Sales Opportunity #3 $5,000

3. Converted Sales Opportunities from Leads
Sales Opportunity #4 $10,000
Sales Opportunity #5 $15,000
Amount of Prospects at Exhibition 250
Amount of Customers at Exhibition 25
Increased Brand Awareness & Reputation Estimated Impressions 500
Impact on Brand Scorecard** 0.02
Press Release Coverage 32 pickups
Increased Status within Industry Certainly
Positioning as Industry Experts (public relations) Thought Leadership Impact New partnership
# of customer meetings 12
# of customers visited booth 31
Current Customer Relationship Development
Market Research Surveys Completed 45
Product Management Surveys 13
Product Management/Research Insight from Peers Other insights obtained roadmap ideas

4. TOTAL TRADESHOW BENEFITS $65,000
Tradeshow Return on Investment (ROI)
Total Costs $14,750
Return on Tradeshow Investment Total Benefits $65,000
Return on Investment 441%
* use our Lead Scoring Tool to rank & qualify (A,B,C,D type) sales leads.
** see our report on Implementing Effective Marketing Dashboards.