Fri. July 19 8:30 AM - 10:00 AM
CTSM Required
1008R: How To Measure the Value of Trade Show Participation - Part I: Basic Concepts
Learn the building blocks for measuring and growing the value of your trade show and event programs. Upon completion of this session, you will have the knowledge and ability to prove the value of events to your stakeholders and executives. The tools and best practices taught do not require big budgets, big programs, or many resources -- you can do it all yourself, with or without the help of others.
Learning Objectives:
• Ensure that your event investments pay off.
• Identify the four sources of value from event marketing.
• Estimate value for each component of event payback.
• Establish a payback ratio as an index of trade show value.
• Organize and present the results to stakeholders and executives.