Show exhibitors, which have scratched their heads about how to measure success and determine what to do better next time, have a free, web-based tool to help them do these tasks simply and effectively, its manufacturer claims.Dubbed "ROI Tool Kit," the technology was developed by expo consultant Exhibit Surveys Inc. and funded and supported by the Professional Convention Management Association, the Center for Exhibition Industry Research, and the ROI Task Force of the International Association for Exhibitions and Events. Columbia University business professor and trade show consultant Ruth Stevens provided input, as well."This is not just about measuring results but also about how to make better decisions with the information you get," said Skip Cox, president and CEO of Exhibit Surveys. "Measurement should provide feedback."Cox said the tool helps exhibitors in pre-show evaluation and in the optimization of ROI. Its main features include:* Calculating potential audience size to quantify the value of exhibiting and determine if exhibiting in the show is justified* Calculating the level of investment required for number of staff and exhibit space to reach the potential audience on a cost-effective basis* Measuring reach and staff performance to identify strengths and weaknesses of the exhibit * Measuring potential ROI from leads generated at the show"Even before ROI, it helps you think about how to show up at the expo, whether you're invested properly, and how to go after your potential audience," Cox said. The ROI Tool Kit, he said, is modeled on the custom analyses Exhibit Surveys does for clients."There's also great value on the [show] organizer side,"Cox noted. He said trade shows lose some 25 percent of their exhibitors every year."If organizers take the time to work with sales, and if their own information is reliable, it's an excellent tool to work with first-time exhibitors and at-risk exhibitors questioning whether they belong in the show," said Cox.While free, ROI Tool Kit requires registration. It is available online at ROIToolKit.exhibitsurveys.net.Originally published May 19, 2008