The most popular way exhibitors evaluate exhibiting is using one or more intermediate performance metrics that track activities preceding a transaction, with 86 percent of exhibitors using one or more such metrics, finds a new study published today by the Center for Exhibition Industry Research (CEIR).
Titled "2015 Exhibitor ROI and Performance Metrics Practices," the study explores how exhibitors evaluate the outcome of participating in exhibitions. By far, the top-ranked objective for most exhibitors, it found, is to generate leads, with 68 percent of exhibitors ranking it as one of their top three most important objectives. It should come as no surprise, then, that the most popular intermediate performance metrics used by exhibitors are related to leads.
Also popular, the study found, are ROI metrics, which are used by 62 percent of exhibitors. The most popular ROI metrics are related compare sales revenue (45 percent) or sales potential (43 percent) to the cost of exhibiting.
Among users of both lead and ROI metrics, six in 10 say exhibitions deliver the best bang for their marketing buck.
"The business-to-business exhibition channel is a powerful sales and marketing vehicle that enables exhibitors to achieve a wide range of important business objectives," said CEIR President and CEO Brian Casey. "Given this reality, what success looks like for an exhibitor and which metrics are used to evaluate the outcome of participating will vary. One size does not fit all. This study provides benchmark data on the most typical practices of exhibitors."
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