“What did I do? Well, I met people and got drunk.”
They would ask for real result measured in figures to at least match the expense column.
Thats where it gets interesting…..
I have never come back from ANY convention with a tangible ROI. However, i usually come back with 10-20 new contacts, and the knowledge that I have consolidated relationships with another 10-20 contacts with whom we already have a relationship. Unfortuneatly, the nature of the beast is such that, if I want at the party, my competitor would be. So we try to beat em to the bar !!! :shots:
Often, due to the long sales cycle of what we do, we do not see any actual ROI for 8-12 months from shows. So it is a little bit of a “finger in the air” kind of measurements.
But i take your point, it DOES have to be commercially viable. All I was trying to get at was it isnt always as simple as “did I cover the costs”