VI.
Evaluation of Participation
A. Importance of Evaluation
Return on investment (ROI)
- The
perception of the success of a trade fair participation is closely related to the “Return on
Investment (ROI)” of a show. Exhibitors should be able to
ascertain if the participation in the exhibition was "successful" or
not.
-
•For this reason
exhibitors must calculate the benefits of their participation
based on an evaluation of the resources expended (e.g. money, man-hours, and
other investments) they used for the participation and how much
benefit they got out of the show.
-
•At present stage there
are several differing models in use which differ very much. Scoring models
are used in which quantitative and qualitative returns are
transformed into uniform scales.
-
•The “Trade Fair
Benefit Check” developed by AUMA (www.auma-fairs.com)
is designed to measure the benefits of show participation on a
wide scale, taking into consideration the monetary equivalent
value of quantitative and qualitative returns.
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