ROI IS GREAT BUT THE TRUE METRIC OF YOUR EXHIBITING IS IN ROO

Have you exhibited recently and been disappointed because you didn’t achieve your sales target?

Well, you’re not alone. The traditional method for analysing exhibition success is ROI, where you balance total cost against total sales but this article explains why the true return goes way beyond sales.


Although common place amongst most exhibitors, measuring exhibition success against a single metric of sales is extremely reductive and often results in a negative view of exhibiting. However, if we shift our focus to ROO –

Return On Objectives we are able to achieve a more accurate and realistic evaluation. Tradeshows are the only medium where you can achieve multiple objectives in one place at one time, so measuring success through this wider lens allows us to identify a broader spectrum of opportunities.


Tradeshows are a big investment and choosing to exhibit should positively impact each business area.

Considering exhibition objectives like the examples below is a useful exercise in shifting focus away from
the age-old single metric.

  1. Launch New Products
  2. Find New Staff
  3. Meet Existing Clients
  4. Market Research
  5. Get Appointments
  6. Find New Distributors
  7. Brand Awareness
  8. Demonstrate Products
  9. Make Sales
 
 
 

ROI vs ROO - the old & new of exhibition returns

RETURN ON INVESTMENT

The traditional metric for exhibition
investment success.
We put in £20,000 and we get £50,000 return.
The success of the exhibition depends
on one number.

RETURN ON OBJECTIVES

The new metric for exhibition success.
We put in £20,000 and our objectives are;

1. £50k return

2. Talk to 31 new clients

3. Do 14 demonstrations

4. Get 6 appointments

RESULT

Achieved a return of £42,765 in sales
from exhibiting.

RESULT

• Achieved a return of £42,765 • spoke to 37 new clients
• Did 18 demonstrations • Got 6 post show appointments

OUTCOME

Negative thought from exhibition and
objective not achieved.

OUTCOME

Positive feedback and thoughts on a successful event

SUMMARY

The list above is by no means exhaustive, but it’s vital to consider a more varied approach to exhibiting. Of course, every exhibitor will ultimately judge their success on sales figures but concentrating on wider objectives is the vehicle that will get us there. So, don’t despair if you walk away from an exhibition without lots of sales - look at all the things you have achieved because although sales may take a little longer to come, they will definitely be worth the wait.

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