Measuring Your Trade Show ROI: More Than a Number
At Steel City Displays, we believe your success is our success—literally. That’s why we approach every exhibit not just as a structure, but as a strategic investment. From the first conversation to post-show results, we’re focused on one thing: helping you get a meaningful return on every dollar spent.
Whether you're investing in a custom trade show booth, a branded environment, or a full program buildout, here’s how to measure what that investment is really worth.
So... What Does ROI on a Trade Show Really Look Like?
ROI (Return on Investment) isn’t just about deals closed at the event. It’s about the bigger picture—brand visibility, qualified leads, long-term relationships, and pipeline potential. We help you think beyond the booth and toward the total value of your trade show presence.
The Formula: ROI You Can Actually Use
ROI (%) = (Return – Investment) ÷ Investment × 100
Step 1. Start With Your Total Investment
Make sure to account for:
Exhibit design & fabrication
Booth space rental
Install & dismantle services
Shipping and logistics
Team travel & accommodations
Marketing & promotions
Lead capture tools
Staff time and training
💡Example: Total trade show investment = $85,000
Step 2: Measure Your Return
Your return might include:
Closed Sales
Revenue from deals directly tied to trade show leads.
Pipeline Value
Forecasted revenue based on qualified leads. Use conversion rates and average deal size to estimate future business.
Brand & Strategic Wins
Brand visibility and media coverage
Website traffic spikes
Social media engagement
Strategic conversations started
Partner or investor interest
💡Example:
$100K in closed business
$200K in pipeline, with 30% likely to close = $60K
Total return = $160,000
Step 3. Plug in the Math
ROI = ($160,000 – $85,000) ÷ $85,000 × 100 = 88.2%
That’s an 88.2% return on your trade show investment and that doesn’t even factor in the brand visibility, client relationship-building, and future pipeline generated by your presence.
But this number is more than just a percentage it’s proof that your investment is working harder for your brand. With the right strategy, a well-designed exhibit becomes more than a structure. It becomes a lead magnet, a conversation starter, and a brand amplifier—all in one.
But ROI Doesn’t Stop at the Show
We believe in collaboration that goes beyond the handshake—which means our team helps you drive results long after the show ends. We support post-show lead follow-up strategies, exhibit refreshes, and long-term program planning to maximize the value of every asset you’ve built.
Beyond the Numbers: What Else Should You Track?
To get a full picture of your impact, track these metrics post-show:
Qualified leads captured
Lead-to-opportunity conversion rate
Cost per lead
Booth traffic & engagement
Digital footprint (site traffic, social mentions)
New partnerships, referrals, or strategic connections
These insights help you not only measure—but improve—ROI over time.