All of these events are great opportunities for face-to-face interaction with your customers and potential customers. It can be difficult to track the return on investment at events like this because your absence can say more about your business than your attendance. Have a goal before the event that you plan on tracking after the event is done. This goal can be a variety of things including obtaining new customers, making sales, or scanning leads. Make sure that the trackable piece of data you’re using is the same for every show and event. You can then take the cost of doing a show or an event and divide it by the goal to decide which events are most cost effective. Using this method also allows you to determine which shows you should focus more on, and which ones aren’t worth the investment for your business.
-Aaron Montgomery, 2 Regular Guys, MontCo Consultin