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Trade Show / Event ROI - Breakeven Calculator
The Tradeshow ROI & Breakeven Calculator tool will calculate the breakeven and ROI for a trade show, event or conference, with or without the costs associated with having a booth at the event. If no booth costs and space charges are associated with the event, leave these boxes blank. The tool allows you to do what-if-analysis based on a range of variables. It will work for either consumer or business-to-business trade shows.
You will find the instructions for using this calculator above the tool and the definitions of the terms used can be found below the tool.
Definitions (Click to Open)
AIF (Audience Interest Factor): AIF is the percentage of the total audience that visits two out of every 10 exhibits. AIF varies by show. If you can't get an AIF figure from show management, use the all-industries average of 44%, which is the default setting.
# of Shows Both Will Be Used: This is the number of shows that the booth will be used over its life. Depending on your situation, you may only use your exhibit booth one year. Some organizations may use their booths as many as five consecutive years before replacing them.
Booth Space Rental Charge: This is the total square footage charge that the exhibition charges your for the exhibition. It's only the space charge.
Booth Setup / Operational Expenses: This includes are in bound and out bound freight charges of shipping your exhibit, plus assembly and building, plus all trade / union costs, utility costs, etc., of setting up and operating your exhibit during the event.
Show Advertising / Promotional Cost: Includes all advertising, direct marketing, e-marketing and other costs associated with promoting your attendance at the event. It does not include cost of premium items that you distribute specifically to qualified leads, but it does include the costs of premiums given out free to all event visitors who stop by your booth. This would also include entertainment expense provided by the organization.
Premium / Promotional Items for Qualified Leads: This is the cost of special premiums and gifts given only to qualified leads who visit your booth. Generally these are items of more values than the "trinkets and trash" distribute to general attendees. Such an item might be an expensive golf umbrella given just customers and qualified leads.
Average Expense per Staff Member: Includes all travel and entertainment related expenses for each staff person from your organization attending the event. Entertainment expenses for an individual might include a salesperson taking one their customers to lunch or dinner, etc.
Instructions (Click to Open)
The AIF (Audience Interest Factor) is set to the industry standard of 44% as a default. AIF is the percentage of the total audience that visits two out of every 10 exhibits. AIF varies by show. If you can't get an AIF figure from show management, use the all-industries average of 44%. Event management may have a different percentage for a specific event, so be sure to ask them if you are not sure. If you know the AIF for a given event as it relates to your industry, enter this percentage instead. Based on your history, or history gathered from businesses similar to yours, enter the appropriate rates of conversion of attendees to leads, and leads to buyers.
If no booth costs and space charges are associated with the event, leave these boxes blank.
Based on your history, or history gathered from businesses similar to yours, enter the appropriate cost factors, revenue and rates of conversion of attendees to leads, and leads to buyers.
Enter your numbers in the cells in each section labeled "Input Values" and "Conversion Rates ". All percentages must be entered as whole numbers (i.e., 20% must be entered as 20). The calculated results including the projected event profit and loss calculations are presented in the section labeled "Calculations."
You can check the box to the right of the section title to close the section for easier viewing and working with the calculator.