You survived the trade show. The booth looked amazing. You’ve got the engagement stats, the lead count, and maybe even some killer photos. Now comes the real test:
Convincing your leadership team it was worth it.
Whether you’re reporting to a VP of Sales, a CFO, or the CEO themselves, the way you present trade show ROI can make the difference between getting more support next year—or getting cut from the budget.
Here’s how to build a post-show recap that not only informs—but inspires.
Step 1: Know What Leadership Cares About
Executives don’t need a 20-slide deep dive into lead form completion rates. They want answers to three questions:
- What did we invest? (Time, budget, people)
- What did we get in return? (Leads, pipeline, brand impact)
- Should we do it again—and should we invest more?
Your job is to make that answer a confident, data-backed yes.
Step 2: Show the Full ROI Picture (Not Just Lead Count)
Remember our earlier blog about redefining ROI? Now’s the time to bring that concept to life.
Break your results into 3 key categories:
1. Performance Metrics
- Booth uptime
- AV system performance
- Number of demos delivered / sessions hosted
Why it matters: You showed up polished and professional—flawless execution is table stakes.
2. Engagement Metrics
- Booth traffic + dwell time (e.g. via FastSensor)
- Interaction rates with specific content or stations
- Live presentation attendance
- Social media engagement and impressions
Why it matters: Attention is currency. And you got plenty of it.
3. Business Impact
- Qualified leads captured
- Opportunities created or moved forward
- Customer meetings held onsite
- Follow-up meetings scheduled
Why it matters: These numbers link your efforts to revenue—and that’s what gets budgets approved.
Step 3: Tell the Story Visually
Turn your data into a compelling, executive-friendly story.
- Use before/after comparisons (e.g. “We increased booth dwell time by 40% over last year”)
- Show heat maps of booth traffic
- Include photos or video of key booth moments
- Use simple charts (bar graphs, pie charts, stacked visuals—just no spreadsheets)
Pro Tip: Build your recap in Google Slides or PowerPoint so it’s easy to share—and easy to skim.
Step 4: Quote the Buzz
Include qualitative wins that don’t show up in a lead count:
- Quotes from attendees (“Your booth was the best one I saw.”)
- Press mentions or influencer interactions
- Reposts or engagement from partners and VIPs
- Internal feedback from your own sales or product teams
These “soft wins” help justify the brand impact side of ROI.
Step 5: Recommend Next Steps (and Bigger Impact)
Don’t just report—recommend.
- What would you do differently next time?
- What tech or tactics delivered above expectations?
- Where could a little more budget go a long way?
Make it clear that you’re not just measuring ROI—you’re optimizing it.
TL;DR: ROI Reports Should Inspire Confidence, Not Confusion
This is your chance to prove that your team’s effort, planning, and creative thinking paid off—and that Stamm Media helped make it happen.
If you want help building a booth that not only performs but proves its worth, we’re here to help.