The Trade Show Exhibitor Math
Decide if a trade show booth pays
Marketing wants a booth at a trade show: [THE SHOW, BOOTH COST PLUS TRAVEL PLUS SHIPPING, EXPECTED FOOT TRAFFIC, LAST YEAR'S RESULTS IF WE EXHIBITED, WHAT PIPELINE PER DOLLAR LOOKS LIKE FROM OUR OTHER CHANNELS]. Do the math: the all-in cost (booth is a third of it - travel, shipping, swag, staff time), the leads-to-pipeline conversion this show realistically delivers, the cost per qualified conversation versus our other channels, the alternative spend (host a dinner for 20 buyers) and its math, and the conditions under which the booth wins - speaking slot, attendee list access, pre-booked meetings or no deal.
Inputs needed
- ■Show, all-in costs, past results, channel benchmarks
What good output looks like
All-in cost honest; cost-per-conversation compared; dinner-alternative math; booth-win conditions
The stream (0)
Reading the room…