All the preparations are in place: we are ready for the trade fair and ready to go! Of course, we all hope that we will soon be looking back on a successful event. But how exactly do you define success? How do you get to grips with your results? As you might expect, there are a whole range of answers to these questions, but one common theme: everyone wants to know whether the trade fair has been a commercial, promotional and therefore a financial success.
The effect of trade-fair participation can always be measured. Beewan has a proven ROI model that can provide you with a thorough understanding of your results. This ROI research is based on commercial interaction, promotional value, cost savings and customer retention. We gather the information needed to populate the model by working alongside experts from our customers’ various departments, most notably administration, commercial management and marketing. We also draw on the available visitor statistics and profiles from a trade fair to complete the model with the greatest possible accuracy.
The outcome of the total ROI calculation is expressed as ‘payback ratio’. This figure indicates the balance between the various revenue models and the total investment in a trade fair. A payback ratio of 5.2 means that the total investment in a trade fair will be earned back 5.2 times.
But there is so much more you can do with such a report: we clearly identify the factors that contributed to the successful result and highlight areas of opportunity. We also show how interaction with visitors relates to the total number of visitors. If you participate in several trade fairs a year, it is possible to compare their performance with each other. Which trade fairs were the most worthwhile? Which had less of an impact? And why is that?
The final section of the report always features conclusions and recommendations aimed at optimizing future results.