Trade fair ROI answers the question that should be asked honestly after every trade fair: was it worth it? Stand costs, staff, travel and preparation and follow-up combined — divided by the order value generated. Sounds simple, but is rarely calculated transparently.
Three pitfalls: first, preparation and follow-up costs are often overlooked, yet they usually amount to 30–50 % of the stand costs. Second, the qualification rate between contact and serious lead is missing — not every business card is a lead. Third, conversion often takes 6–12 months, long after the trade fair.
Rule of thumb for mid-sized companies: a trade fair pays for itself when the order value per qualified lead exceeds €5,000 and the qualification rate from contact to lead reaches at least 10%. If you are well below that, it is worth discussing the stand concept, pre-booked appointments and the follow-up process.