Most exhibitors plan to treble their investment

More than half of exhibitors expect to recoup at least three times the cost of exhibiting while nearly a third admit to not measuring return on investment at all.

These were the findings of the Association of Exhibition Organisers' (AEO) ROI Study, conducted by research agency Vivid Interface. The AEO surveyed 132 exhibitors across eight trade shows organised by CMP Information, Reed Exhibitions and Emap.

The survey showed that the average expected revenue is just short of £400,000, while 24% expect revenues of between five and 10 times the cost of exhibiting. However, 29% said they have no measures in place to monitor ROI.

The AEO attributed this partly due to exhibitors having more than one objective for being at the show. The top five objectives included wanting to meet people with purchasing or decision making authority, and building brand awareness, and encouragingly, 42% said they were satisfied they had met their objectives.

AEO research manager Tom Treverton said: "We are obviously convinced that exhibitions are a profitable media and this has gone some way to showing exhibitors feel the same. The encouraging thing is that they are meeting their objectives outside of making money and generating sales leads. ROI is a key issue and we would rather all exhibitors knew how to measure it."

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