Tracey Schropp - Exhibitor Magazine

• The Productronica 2009 campaign report showed that 54 of the 165 qualified leads
from the tradeshow were converted to contacts and 14 to sales opportunities with a
value of $1,321.008. Of these opportunities, 3 sales are reported as won with a
value of $384K.
• A similar reporting was tied to the eVite campaign which resulted in 10 leads from
the eVites being converted to contacts and 8 converted to sales opportunities worth
$525K, one of which was won for a value of $65K.
• When added together, the above two campaigns reported a combined $449K in
opportunities won related to the Productronica 2009 tradeshow.
The investment (or Detail Reporting of Costs as discussed next) was $85K.
Using the calculations learned in Session 20501: “What’s Your Show Worth Proven
Tools for Measuring Show Results”, this resulted in a Sales Objectives Value of $364K
(revenue less investment).
The Rate of Return (ROR) or Return on Investment (ROI) result was 428%.
Considering a sales cycle that can occur over a span of years, the true ROI and
monetary value of the event would continue to increase as more sales tied to the
tradeshow campaigns are closed.
Productronica 2009 Results per Cost Reporting:
An objective specific to the Productronica 2009 tradeshow was to concentrate on saving
costs during an economic downturn (Objective 11).
As mentioned in the previous discussion of sales reporting, the Productronica 2009
tradeshow with a cost reporting of $85K was more than paid for by opportunities won by
Nordson ASYMTEK as a result of the tradeshow.
CTSM Portfolio – Tracey Schropp Page 36