Tobias Reed Production Knowledge Lead at 4OVER4.COM
Tobias is our voice for cutting, binding and large format, built from the knowledge of our production team, with over 20 years in printing.
Question
When should I start measuring trade show ROI?
Answer
Start measuring before the show even opens. ROI tracking is a timeline, not a single post-event calculation, so log costs and leads as they happen and then follow the pipeline as it matures.
- Before the show: record every pre-event cost as it is incurred.
- During the show: capture lead data in real time so nothing gets lost.
- After the show: set a 6 to 12 month attribution window for accurate results.
Review at the 30, 90, and 180 day marks to watch the pipeline develop. Judging the show too early makes a strong return look weak.
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