Exhibition Cost Management

and
Return on Investment Calculator
Developed by:
Jefferson Davis
Competitive Edge
(800) 700-6174
Exhibition Cost Management
and
Return on Investment Calculator
Developed by:
Jefferson Davis
Competitive Edge
(800) 700-6174
INSTRUCTIONS FOR COMPLETING THE BUDGET WORKSHEET, % MARKETING BUDGET WORKSHEET AND ROI WORKSHEET.
Instructions for Completing the Budget Worksheet
Step 1. Print out these instructions if needed. Click once on the printer icon on the toolbar. Also, you can print out the Sample
Completed Budget to see what a completed report looks like. Click once on the "Sample Completed Budget" tab below and
click once on the printer icon on the toolbar.
Step 2. Down below, click once on the "Blank Budget" tab. Type in your Company Name and the Trade Show Name, Location and
Dates in the report's title (cells are colored blue).
Step 3. For each item which applies to your company, enter the dollar amount spent on this same trade show last year in the
This Show, Last Year, Actual column (colored green). This information will help guide you when budgeting for this year's
trade show. If you did not exhibit at this show last year, leave the column blank.
If you need to insert rows, click your mouse once on the row number where you want the new row. The entire row should be
highlighted. Right click on your mouse and select "Insert". If you make a mistake, click on the "Undo" button. Be sure to check the
Subtotal formula to make sure the new row is included in the formula -- click your mouse once on the Subtotal cell to see which
rows are included in the formula. To change the formula, click your mouse once on the formula line and change the formula.
Make sure you check all the formulas in that Subtotal's row.
If you need to delete rows, follow the same instructions as above, only select "Delete".
Step 4. Enter the estimated budget amount for this year's trade show in the "This Year: Budget" column. As a guide, you can use
last year's numbers for the same trade show or numbers from a different yet similar trade show.
Step 5. Compare your budget to the "Average Cost Benchmark" column. Click on the tab below to view the average expenditure % per
expense category. Your percentage shows in the column titled "This Year's Budget As % of Total Cost".
Make adjustments if necessary.
Step 6. Remember to save this worksheet frequently so that you don't lose your work!
Step 7. As you incur expenditures for this trade show, update this worksheet by entering the actual dollars spent in the Actual column.
If more than one person is incurring expense for this show, ask Accounting to provide you with a report showing expenses
incurred to date.
Step 8. The Difference columns calculate automatically. If the difference is in parenthesis or has a - sign in front, that means
you actually spent more than you budgeted.
Step 9. To print the report, click on the printer icon on the tool bar. At the top right of the report, the date and time of the
report will be printed. This will help you determine which print out is the most recent version.
Instructions for Completing the ROI Worksheet
The worksheet will compute your total exhibiting ROI as well as as the savings realized in lead generation and face to face selling interactions.
Enter data only into colored cells.
Step 1. This worksheet is completed once all of your actual trade show costs are entered into the Blank Budget spreadsheet.
Step 2. Enter the gross sales revenue which was attributed to this trade show. This is the total of at show sales
and sales measured over time. You may want to run this calculation at the end of the show, again 90 days after or in line with
your typical selling cycle.
Step 3. Enter the cost of sales related to these sales.
Step 4. Enter the total number of leads generated at the show, regardless of quality.
Step 5. To print the report, click on the printer icon on the tool bar.
If you want to remove the color from the cells, click on the cell, click Format, Cell, Pattern, No Color.
Version: 9/12/2014 3:33 AM Company Name
Trade Show Budget
Trade Show Name
Trade Show Dates
Trade Show City
This Year's This Year's
This Show Average This Show Budget As Actual As
This Year Cost % Last Year % of Total % of Total
Item Budget Actual Difference Difference % Benchmark Actual Cost Cost
SPACE RENTAL:
Booth Space - $ - $ - $ 0.0% - $ 0.0% 0.0%
Hospitality Suite - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 31% - 0.0% 0.0%
EXHIBIT DESIGN:
Booth Design - - - 0.0% - 0.0% 0.0%
Construction - - - 0.0% - 0.0% 0.0%
Refurbishing - - - 0.0% - 0.0% 0.0%
Graphics - - - 0.0% - 0.0% 0.0%
Professional Fee - - - 0.0% - 0.0% 0.0%
Packing Design - - - 0.0% - 0.0% 0.0%
Storage - - - 0.0% - 0.0% 0.0%
Insurance - - - 0.0% - 0.0% 0.0%
Display Materials - - - 0.0% - 0.0% 0.0%
Set-up & Tear-down - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 11% - 0.0% 0.0%
TRANSPORTATION (to & from):
Freight - - - 0.0% - 0.0% 0.0%
Drayage - - - 0.0% - 0.0% 0.0%
Customs & Brokerage - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 9% - 0.0% 0.0%
SHOW SERVICES:
Electrical - - - 0.0% - 0.0% 0.0%
Plumbing - - - 0.0% - 0.0% 0.0%
Janitorial - - - 0.0% - 0.0% 0.0%
Security - - - 0.0% - 0.0% 0.0%
Utilities - - - 0.0% - 0.0% 0.0%
Telephone - - - 0.0% - 0.0% 0.0%
Equipment Rental - - - 0.0% - 0.0% 0.0%
Furniture Rental - - - 0.0% - 0.0% 0.0%
Carpet - - - 0.0% - 0.0% 0.0%
Exhibitor Badges - - - 0.0% - 0.0% 0.0%
Florist/Plant Rental - - - 0.0% - 0.0% 0.0%
Photography - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 20% - 0.0% 0.0%
TRAVEL & ENTERTAINMENT:
Staff Salaries - - - 0.0% - 0.0% 0.0%
Temporary Staff - - - 0.0% - 0.0% 0.0%
Staff Transportation - - - 0.0% - 0.0% 0.0%
Meals & Entertainment - - - 0.0% - 0.0% 0.0%
Accomodation - - - 0.0% - 0.0% 0.0%
Staff Training - - - 0.0% - 0.0% 0.0%
Staff Attire - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 15% - 0.0% 0.0%
ADVERTISING & PROMOTION:
Print Advertising - - - 0.0% - 0.0% 0.0%
Customer Hospitality - - - 0.0% - 0.0% 0.0%
Sponsorships - - - 0.0% - 0.0% 0.0%
Presentation Talent - - - 0.0% - 0.0% 0.0%
Press Conference - - - 0.0% - 0.0% 0.0%
Press Kits - - - 0.0% - 0.0% 0.0%
Radio & TV - - - 0.0% - 0.0% 0.0%
Collateral Material - - - 0.0% - 0.0% 0.0%
Direct Mail - - - 0.0% - 0.0% 0.0%
Mailing List Rental - - - 0.0% - 0.0% 0.0%
Catalogues/Guides - - - 0.0% - 0.0% 0.0%
Premiums - - - 0.0% - 0.0% 0.0%
Agency Fee - - - 0.0% - 0.0% 0.0%
Internet - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 8% - 0.0% 0.0%
MISCELLANEOUS:
Blank - - - 0.0% - 0.0% 0.0%
Version: 9/12/2014 3:33 AM Company Name
Trade Show Budget
Trade Show Name
Trade Show Dates
Trade Show City
This Year's This Year's
This Show Average This Show Budget As Actual As
This Year Cost % Last Year % of Total % of Total
Item Budget Actual Difference Difference % Benchmark Actual Cost Cost
Blank - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% 5% - 0.0% 0.0%
Lead Gathering/Fulfillment:
Lead Form Printing - - - 0.0% - 0.0% 0.0%
Card Reader Rental - - - 0.0% - 0.0% 0.0%
Direct Mail Cost - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% - 0.0% 0.0%
TOTAL - $ - $ - $ 0.0% - $ 0.0% 0.0%
* CEIR 2008.
Exhibit Space
31%
Exhibit Design
11.2%
Show Services
20.3%
Shipping
10.8%
Travel &
Entertainment
15.3%
Promotion
7.5%
Other
4.9%
How the Exhibit Dollar is Spent
Exhibit Space
31%
Exhibit Design
11.2%
Show Services
20.3%
Shipping
10.8%
Travel &
Entertainment
15.3%
Promotion
7.5%
Other
4.9%
How the Exhibit Dollar is Spent
Version: 9/12/2014, 3:33 AM
Company Name
Exhibiting R.O.I. Calculations
Trade Show Name
Trade Show Dates
Trade Show City
Accounting R.O.I.: Cost Per Lead: Cost Per Interaction:
Sales Credited to Show - $ Exhibiting Costs - $ # of Leads 0
Less Cost of Sales - Divided by # of Leads 0 Times STL Ratio ** 2.4
Net Sales Revenue From Show - Your Cost Per Lead - $ # of Interactions -
Less # of Leads 0
Less Exhibiting Costs - Average Cost Per Lead 267 $ Additional Interactions -
Profit From Show - $
Exhibiting Costs - $
Average Cost of Field Sales Call* 596 $ Divided by Additional Interactions -
Less Your Cost Per Lead - $ Cost Per Interaction - $
Profit From Show - $ Savings Per Lead - $
Divided by Exhibiting Costs - Savings % 0%
Accounting R.O.I. 0% Average Cost of Field Sales Call 596 $
Less Cost Per Interaction - $
Additional Contribution to ROI - $ Savings Per Lead - $
Savings % 0%
Exhibiting R.O.I.: * The average cost of a field sales call is $596 Additional Contribution to ROI - $
according to CEIR study in 2008. If your
Profit From Show - $ cost is higher or lower, then estimate and change
Cost Per Lead Savings - this field.
Cost Per Interaction Savings - If you want to use your other lead generation ** You can estimate your total booth traffic by
Total Profit From Show - $ programs such as print advertising, internet, direct mail, multiplying the number of leads by the Stop-to-
etc., then enter the cost per lead. Literature Ratio which according to Exhibit
Surveys is 2.4.
Total Profit From Show - $
Divided by Exhibiting Costs -
Total Exhibiting R.O.I. 0%
Version: 9/12/2014 3:33 AM ABC Company
Trade Show Budget
Trade Show 2001
February 28, 2001
Any Town, USA
This Year's This Year's
Budget As Actual As
This Year Last Year % of Total % of Total
Item Budget Actual Difference Difference % Actual Cost Cost
Space Rental:
Booth Space 60,000.00 $ 75,000.00 $ (15,000.00) $ -25.0% 50,000.00 $ 13.2% 16.0%
Hospitality Suite 1,000.00 2,000.00 (1,000.00) -100.0% 1,000.00 0.2% 0.4%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 61,000.00 77,000.00 (16,000.00) -26.2% 51,000.00 13.5% 16.5%
Design & Construction:
Booth Design 80,000.00 79,500.00 500.00 0.6% 75,000.00 17.7% 17.0%
Construction 85,000.00 90,000.00 (5,000.00) -5.9% 80,000.00 18.8% 19.3%
Refurbishing - - - 0.0% - 0.0% 0.0%
Graphics 6,000.00 7,500.00 (1,500.00) -25.0% 5,000.00 1.3% 1.6%
Professional Fee 30,000.00 20,000.00 10,000.00 33.3% 25,000.00 6.6% 4.3%
Packing Design - - - 0.0% - 0.0% 0.0%
Storage 1,000.00 900.00 100.00 10.0% 1,000.00 0.2% 0.2%
Insurance 1,000.00 850.00 150.00 15.0% 1,000.00 0.2% 0.2%
Display Materials 2,500.00 3,000.00 (500.00) -20.0% 2,500.00 0.6% 0.6%
Set-up & Tear-down 3,000.00 5,000.00 (2,000.00) -66.7% 3,000.00 0.7% 1.1%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 208,500.00 206,750.00 1,750.00 0.8% 192,500.00 46.0% 44.2%
Transportation (to & from):
Freight 27,000.00 24,000.00 3,000.00 11.1% 25,000.00 6.0% 5.1%
Drayage 2,000.00 1,500.00 500.00 25.0% 1,000.00 0.4% 0.3%
Customs & Brokerage - - - 0.0% - 0.0% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 29,000.00 25,500.00 3,500.00 12.1% 26,000.00 6.4% 5.5%
Show Services:
Electrical 5,000.00 4,000.00 1,000.00 20.0% 5,000.00 1.1% 0.9%
Plumbing 6,000.00 8,000.00 (2,000.00) -33.3% 6,000.00 1.3% 1.7%
Janitorial 1,000.00 3,000.00 (2,000.00) -200.0% 500.00 0.2% 0.6%
Security 500.00 500.00 - 0.0% 500.00 0.1% 0.1%
Utilities 500.00 650.00 (150.00) -30.0% 500.00 0.1% 0.1%
Telephone 500.00 850.00 (350.00) -70.0% 500.00 0.1% 0.2%
Equipment Rental 2,000.00 3,500.00 (1,500.00) -75.0% 2,000.00 0.4% 0.7%
Furniture Rental 3,000.00 7,000.00 (4,000.00) -133.3% 3,000.00 0.7% 1.5%
Carpet 1,000.00 2,500.00 (1,500.00) -150.0% 1,000.00 0.2% 0.5%
Exhibitor Badges 200.00 - 200.00 100.0% 200.00 0.0% 0.0%
Florist/Plant Rental 200.00 300.00 (100.00) -50.0% 200.00 0.0% 0.1%
Photography 1,000.00 - 1,000.00 100.0% 1,000.00 0.2% 0.0%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 20,900.00 30,300.00 (9,400.00) -45.0% 20,400.00 4.6% 6.5%
Personnel:
Staff Salaries 15,000.00 15,800.00 (800.00) -5.3% 10,000.00 3.3% 3.4%
Temporary Staff - - - 0.0% - 0.0% 0.0%
Staff Transportation 5,000.00 4,500.00 500.00 10.0% 5,000.00 1.1% 1.0%
Meals & Accomodation 6,000.00 4,400.00 1,600.00 26.7% 5,000.00 1.3% 0.9%
Staff Training 5,000.00 5,750.00 (750.00) -15.0% 5,000.00 1.1% 1.2%
Staff Attire 2,000.00 1,000.00 1,000.00 50.0% 3,000.00 0.4% 0.2%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 33,000.00 31,450.00 1,550.00 4.7% 28,000.00 7.3% 6.7%
Advertising & Promotion:
Print Advertising 3,000.00 2,500.00 500.00 16.7% 1,000.00 0.7% 0.5%
Customer Hospitality 20,000.00 24,500.00 (4,500.00) -22.5% 25,000.00 4.4% 5.2%
Sponsorships 5,000.00 6,000.00 (1,000.00) -20.0% 3,000.00 1.1% 1.3%
Presentation Talent - - - 0.0% - 0.0% 0.0%
Press Conference - - - 0.0% - 0.0% 0.0%
Press Kits 500.00 - 500.00 100.0% 1,000.00 0.1% 0.0%
Radio & TV - - - 0.0% - 0.0% 0.0%
Collateral Material 15,000.00 14,000.00 1,000.00 6.7% 10,000.00 3.3% 3.0%
Direct Mail 10,000.00 11,500.00 (1,500.00) -15.0% 5,000.00 2.2% 2.5%
Mailing List Rental 1,000.00 500.00 500.00 50.0% 500.00 0.2% 0.1%
Catalogues/Guides 2,000.00 500.00 1,500.00 75.0% 2,000.00 0.4% 0.1%
Premiums 2,000.00 3,500.00 (1,500.00) -75.0% 2,000.00 0.4% 0.7%
Agency Fee 20,000.00 15,400.00 4,600.00 23.0% 25,000.00 4.4% 3.3%
Version: 9/12/2014 3:33 AM ABC Company
Trade Show Budget
Trade Show 2001
February 28, 2001
Any Town, USA
This Year's This Year's
Budget As Actual As
This Year Last Year % of Total % of Total
Item Budget Actual Difference Difference % Actual Cost Cost
Internet 5,000.00 2,000.00 3,000.00 60.0% 5,000.00 1.1% 0.4%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 83,500.00 80,400.00 3,100.00 3.7% 79,500.00 18.4% 17.2%
Miscellanous:
Blank - - - 0.0% - 0.0% 0.0%
Blank - - - 0.0% - 0.0% 0.0%
Subtotal - - - 0.0% - 0.0% 0.0%
Lead Gathering/Fulfillment:
Lead Form Printing 1,000.00 500.00 500.00 50.0% 2,000.00 0.2% 0.1%
Card Reader Rental 1,000.00 1,000.00 - 0.0% 1,000.00 0.2% 0.2%
Direct Mail Cost 15,000.00 14,400.00 600.00 4.0% 15,000.00 3.3% 3.1%
Other - - - 0.0% - 0.0% 0.0%
Subtotal 17,000.00 15,900.00 1,100.00 6.5% 18,000.00 3.8% 3.4%
TOTAL 452,900.00 $ 467,300.00 $ (14,400.00) $ -3.2% 415,400.00 $ 100.0% 100.0%