Methods for Calculating Return on Investment (ROI)

Measurement Formula
Percent of Goal Achieved leads gathered ÷ goal = percent of goal
Cost per Qualified Lead amount invested ÷ number of qualified leads = cost/qualified lead
Cost per Impression amount invested ÷ number of visitors = cost per impression
Percent of Leads Converted to Sales number of sales ÷ number of leads = percentage of leads to sales
Percent of Total Attendees Attracted number of leads ÷ number of attendees = percentage of attendees attracted
Sales Made per Dollar Spent amount of sales (in a given time frame) ÷ amount invested = sales per dollar spent
Media Impressions

circulation x 2.5 (average pass-along factor) = media impressions

[for broadcast, use Nielson or Arbitron ratings]

 


Reprinted with permission from Build a Better Trade Show Image, © 2002 by Marlys K. Arnold, Tiffany Harbor Productions.

Marlys Arnold is a trade show marketing consultant based in Kansas City, Missouri. She travels across the country working with both exhibitors and show managers to help them maximize their trade show results. In addition to being a speaker and author, Marlys is also the host of the Trade Show Insights podcast.

For more information, or to request a copy of her free special report on Booth Staffing, contact Marlys at 816/746-7888 or marnold@imagespecialist.com.

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