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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