Posted by

Barry Siskind

Community Manager

In an age when exhibitors need to justify their exhibit expenditure, they often turn to measuring their return on investment. But for those exhibitors who use trade fairs for reasons other than generating sales leads, measuring these non-monetary benefits can be a challenge.

I have found the following five steps helpful for exhibitors to measure non-monetary objectives by measuring their return on objective (ROO).

1. Articulate the objective. In this case it can include such things as brand awareness, or reinforcing relationships.

2. Identify who the message is for. Create a profile of the person who will most likely respond positively to your messages.

3. Quantify. If the exhibitors want to introduce a brand message to a particular group of people then their quantified objective reads: “I want to introduce three specific messages to decision makers from companies employing 500 people or more.”

4. How will you measure? The methodology is called Performance Measures which answer the question how.

5. Establish benchmarks. This is the most important part of the process because it gives the exhibitor some empirical method of measuring change.

Are there other measures an exhibitor looking for non-monetary value should consider?

Would having a clear understanding of the non-monetary value increase exhibitor loyalty to your fairs?