Discover the Real Value of Your Trade Shows and Events

How to Measure ROI and ROO

Are you getting value for your money? Find out exactly what your trade shows, conferences and events are worth.

Dream of knowing how effective your activities are?

Monitoring and measuring your return on investment (ROI) and ice-cold sales activities can be difficult, and often why trade fairs, exhibitions and events can be deemed as a waste of time. However, there are several other ways to demonstrate your success. Meet your new friend ROO (return on objectives), a metric that plays great importance for more qualitative and non-sales activities. 

You’ll gain a deep understanding of how to measure the success of your trade show efforts. Armed with this knowledge, you’ll be able to make data-driven decisions about which trade shows to attend, how to allocate your budget, and how to optimize your performance.

Not only that, but you’ll also be able to communicate the value of your trade show efforts to your boss and management and to show if your effort, time and ressources are paying off.

With this course under your belt, you’ll be able to take your trade show planning to the next level. 

What you will learn:

Modules: What's included

We’ll explore the concept of ROI – return on investment – and how to calculate it for your trade shows and events.

You’ll learn about the different elements of ROI, how to measure your costs and revenue, and how to analyze your ROI results to see how you’re doing.

And we’ve included an actual ROI calculator – so you don’t have to crunch those numbers yourself. 

We’re shifting our focus to ROO – return on objectives – and in this module, we’ll show you why it’s equally important.

You’ll learn about the importance of setting clear objectives for your trade shows and events, how to align your objectives with your business goals, and how to measure your success based on those objectives 
After your trade show is over, the real work begins. We’ll discuss the crucial follow-up and post-event evaluation process.

You’ll learn how to follow-up on leads AND no-shows, and how to use post-event evaluation to improve your future trade show performance.

We’ll get into why it’s so important to measure the success of your trade shows and events.


And how measuring your success can help you make informed decisions and ultimately optimize your performance.

Put your new knowledge to the test or try out our ROI calculator. 

We’ll sum up the most important points that you can implement in your work with measuring, counting and calculating ROI and ROO. 

Meet your instructor​

Meet your instructor, Jakob Dyrbye

Jakob Dyrbye is a trade show and event expert with 28 years of experience (and counting) who has worked with companies such as Siemens, Carlsberg, Unilever and The Danish Armed Forces. 

He has a master’s degree in business administration and postgraduate courses with IAA from Reklameskolen and Customer Management Experience from Global CEM. 

He’s the owner of design and exhibition agency, Faust Dyrbye that:

Since 2009 he’s held kick-offs, seminars, webinars for +7000 trade show, event, and marketing professionals in Denmark and abroad. He’s also spent countless hours at exhibitions and trade shows around the world as a professional observer and partner. 

Is this course for you?

Our course is designed to be both accessible and available for trained trade show professionals and newcomers providing you with definitions, tools and useful examples relating to trade show and events. This includes professionals: 

Be able to answer the question from your boss:
“Was our money well spent?” 

Spend time right by investing in the events and activities that create real value for your business.

Dream of knowing know how effective your activities are?

In this course, we tap into how you can demonstrate success with both ROI (return on investment) that focuses on ice-cold sales and numbers and your new friend: ROO (return on objectives), a metric that plays great importance for more qualitative and non-sales activities. 

Do you know how well your event actually went? Or do you guess? 

Imagine you’re a marketing manager in a food manufactory company. For the past 8 months, you’ve been planning your company’s attendance for a B2B trade show.

This is not your first rodeo. Everything is packed and ready to go. You attend. You come home. Everything went great. You think … You’re actually unsure just how great it went.

If the 50 people you’ve talked to actually turns into new business opportunities or orders, and if the money you’ve spent attending is paying off for your company.
We recognize that it can be difficult to monitor the return on investments down to the last dollar after an exhibition, why is also why trade shows, events and exhibitions often may be demised as a waste of time.

However, there are several ways in which to evaluate the success of your event that does not rely solely on the leads you generate. That’s where this course on ROI and ROO comes in.

Stating KPI's and Objectives

Before you can measure the outcome and results of your hard work, you need to have predefined both your KPI’s and objectives before your show. 

Qualitative and Quantitive Measurement 

Set up metrics, so you can count, measure, and track post-revenue and objectives. The ROI-model and ROO-model accounts for different KPIs across teams.

Benchmark and Optimization

When you know how and what you measure, you can track and optimize for the next trade show or event. Look at the successes and build from there.

Are you ready to learn
simple and easy models
that will demonstrate
your success?

Module 04
ROI AND ROO Workbook

We’ll get into why it's so important to measure the success of your trade shows and events.

And how measuring your success can help you make informed decisions and ultimately optimize your performance.

Put your new knowledge to the test or try out our ROI calculator. 

Module 05
Summary & Key Takeaways

Module 01
Calculating ROI
- Return on Investment

We'll explore the concept of ROI - return on investment - and how to calculate it for your trade shows and events.

You'll learn about the different elements of ROI, how to measure your costs and revenue, and how to analyze your ROI results to see how you’re doing.

And we’ve included an actual ROI calculator – so you don’t have to crunch those numbers yourself. 

Module 02
Measuring ROO
- Return on Objectives

We’re shifting our focus to ROO - return on objectives – and in this module, we’ll show you why it’s equally important.

You'll learn about the importance of setting clear objectives for your trade shows and events, how to align your objectives with your business goals, and how to measure your success based on those objectives 

Module 03
Follow-up and
post-event evaluation

After your trade show is over, the real work begins. We'll discuss the crucial follow-up and post-event evaluation process.

You'll learn how to follow-up on leads AND no-shows, and how to use post-event evaluation to improve your future trade show performance.

Bonus course - Completely FREE

As a bonus for enrolling in this trade show course, we’re giving you free access to our ‘Set Clear Objectives and Achieve Measurable Results’ course.

Our mindset and all our knowledge is built around this:
When you know, what your objectives are, it will make it 100 times easier to measure the return on them. That’s why it’s always included, when you purchase any one of our courses. 

What you can expect to gain from the course:

This will help you set your team up for success before they even step foot on the trade show floor. By having clear objectives in place, you’ll be able to measure your performance and achieve your goals. ENJOY!

FAQ

This is 100% online video course. Including hands-on tools, exercises, and examples, so you can take in the knowledge and apply it – well, right away.

The modules are broken down into snack-sized video lessons that can be completed in as little as 5-10 minutes.

Once you’ve paid for the course(s), there is no waiting line – you have access right away and can start learning.

Plus, you’ll have access to the course material forever*, so you can revisit the content at any time. Completely stress-free.

You don’t even have to leave your spot in your office, your couch, or whichever seating you prefer.

If that doesn’t sound awesome, we’re not sure what does. Think of it as an investment in your professional development that pays off in the long run.

*Read more about lifetime access here
This is 100% online video course. It will introduce you to lead generation and guide you through the building blocks of creating optimized lead generation processes with hands-on tools, exercises, and examples, so you can take in the knowledge and apply it – well, right away.

The modules are broken down into snack-sized video lessons that can be completed in as little as 5-10 minutes.

Once you’ve paid for the course(s), there is no waiting line – you have access right away and can start learning.

Plus, you’ll have access to the course material forever*, so you can revisit the content at any time. Completely stress-free.

You don’t even have to leave your spot in your office, your couch, or whichever seating you prefer.

If that doesn’t sound awesome, we’re not sure what does. Think of it as an investment in your professional development that pays off in the long run.

*Read more about lifetime access here

Do I need to have prior experience within trade show or events?

You do not need any prior experience within trade shows, events, or marketing. No matter if you are a beginner (first time participating at a trade show or event) or you’ve been in the game for a long time, there will be valuable information for you to learn.

Do I need to speak English?

Yes. All the courses are in English. You need a basic understanding of English, but do not need to be proficient. 

How can I customize this course for my organization?

If you want a tailored solution for your team or business please reach out to us here.

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"With our ROI-calulator we don’t just have specific insights into our many different events. We also save a lot of time because our events are put into system before, during and after."

Susan Blindbæk
Marketing Consultant, Gjensidige Forsikring

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We’ve tried to make it as easy as possible for you to get started, but if need an introduction to our online course, we’ve got you covered.

Learn more about how our online course works here →

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Do you have any questions or need support with this course, please reach out to us. We look forward to hearing from you!