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Performance Measurement, ROI and ROO. Marc L. Goldberg, CME marketech360. Performance Measurement. A process by which businesses, governments and organizations establish criteria for determining the quality of their activities based on goals and objectives. Measurable Value.

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Performance measurement roi and roo

Performance Measurement, ROI and ROO

Marc L. Goldberg, CME


Performance measurement
Performance Measurement

  • A process by which businesses, governments and organizations establish criteria for determining the quality of their activities based on goals and objectives

Measurable value
Measurable Value

  • Execs are asking more from meetings and events that simply accomplishing objectives. It must prove its worth in hard dollars and cents.

  • Execs want better ways to measure how they spend their marketing dollars.

What s the difference between roi and roo
What’s the difference between ROI and ROO

  • ROI

    Exhibiting investment = ROI

    Return generated

    $25,000 = .33 or $3.00 for every $1.00


Roi vs roo

In order to calculate ROI, you need to be able to track sales from captured leads

Roi vs roo1

  • Measurement of benefit an exhibit company receives for participation at an exhibition by comparing pre-set objectives to show success

Roi vs roo2

  • Increase brand awareness

    • Increased brand awareness by 20%

  • Increase brand awareness

    • 35% of those surveyed were more aware of your brand and its values

  • More proactive staff

    • 73% of attendees indicated they were engaged

  • Attendees learning something new

    • 53% of attendees learned something new when visiting your exhibit

What to measure – four simple categories

ROI calculations identify the

return on investment supporting

the understanding of the value of

the event marketing in the overall mix

Calculation of total lead

$$’s generated compared

with investment in the




vs. Cost

Number of A,B,C leads and $ value associated with each

Business Results identify the

Value events contribute to the

Client’s mission and goals

Business Results

Leads/ Lead $ Value

Marketing impact

identifies the effect of

the event

Effect of the Event on the Attendee’ s

Perception & planned behavior

Learning/Marketing Impact

Perception & Behavior Change

Quality of the

event, total


cost per,





Satisfaction / Reach & Share of Voice /

Management / Alignment

Three key elements
Three Key Elements

  • Focus

  • Structure

  • Discipline


  • Four key questions

    • Why are you exhibiting?

    • Who is your target audience?

    • What are your expectations as a result of being at the event?

    • What is your measure of success?

Focus on objectives
Focus on Objectives


  • S – Specific

  • M – Measurable

  • A - Assignable

  • R – Realistic

  • T – Time-related

Measurement plan
Measurement Plan

  • Measure the potential audience

  • Understand the potential audience

  • Identify the strengths and weaknesses of your audience

  • Measure performance against a set of objectives

  • Benchmark from show-to-show to draw comparisons

Meeting existing customers
Meeting Existing Customers

Hospitality $5,350

(include invitations)

80 customers attended

$65.63 per customer attending

Recruiting dealers distributors
Recruiting Dealers/Distributors

  • Decide the number of dealers/distributors you

  • want to recruit

  • Advertise in trade publications

  • Mail invitations to a targeted group

  • Develop a lead card to track specific

  • information

  • Calculate the cost per recruit

    • [Total cost of recruiting program/the number of recruits]

Recruiting dealers distributors1
Recruiting Dealers/Distributors

Invitations $ 250

Advertising 1,950

Lead Form 200

2 staffers 2,250

Total $4,650

7 dealers recruited as a result =

$664.29 per dealer recruited

Introducing a new product
Introducing a New Product

  • Determine the target audience you desire

  • Advertise in trade and local publications

  • Conduct a special mailing/communication to

  • a targeted group

  • Develop a tracking system for visitors

  • Calculate cost per new product introduction

    • [Total cost of the introductory program divided by the number of visitors who viewed the product introduction]

Introducing a new product1
Introducing a New Product

Audience $ 1,368

Advertising 1,950

Mailing 737

Staff 2,250


$3.60 per person


  • Whatever you decide to do

    • Do it show after show after show!

Post show reporting
Post Show Reporting

  • Potential business opportunities

  • Attendees – quality/quantity

  • Demonstrations – number and feedback

  • Promotions – pre/at/post

  • Competitive intelligence

  • Media

  • Customer feedback

  • Sessions attended

  • Trends observed

  • Recommendations

Trade shows work
Trade Shows Work

Plan completely

Execute aggressively & enthusiastically

Follow-up thoroughly