Companies, large and small, must squeeze more from their marketing dollars than ever before. Consequently, top managers whose companies exhibit at trade shows are requesting their marketing departments to measure the return on investment that the company can expect from a certain show or entire trade show plan.

Find indicators that are easily measured and recognized by marketing AND management. Maintain great post-show records for historical comparison.

You can prove to management and yourselves whether a show was "worth it" or not. Whether to return the following year... and whether to expand or shrink the companies... presence. Measure your giveaways, or consider using some where appropriate. Once again...fall back on your exhibit provider for assistance making these decisions. It's probably good, free advice! ExhibitCraft consultants can help you audit your show program and help justify your costs of attending.