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Measuring the Value of Trade Shows

The latest issue of Exhibitor Magazine has a great article by Ed Jones on the subject in the title line. Since it is such an important part of the marketing team's job, I thought I would repeat the highlights for those that might not subscribe to Exhibitor (shame on you all!)

First, Identify the Estimated Impact on Your Company's revenue. Obviously, this is just going to be an estimate, but a quick way is to take the number of qualified sales leads, get the average closure rate of trade show leads from your sales team, and get the average value of a sale or contract. Leads X Close Rate X Sale Value = Estimated Revenue!

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Earl's Court in London - I did a few shows there; it was razed a few years back.

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