Trade Show Makeover: Understanding ROI and Creating Performance Improvement at Every Event – February 21, 2018
8:00 AM to 8:30 AM – Networking, Registration, Set-up, and Breakfast
8:30 AM to 12:00 PM – Program and Interactive Activities
We go to shows. We get everything done on time and within budget. We arrange rooms and staffing schedules. But when do we measure our results?
With the increasing availability of data, measurement reports often become an overwhelming sea of numbers. In this interactive session, you will learn how to break down and view data in ways that help measure, report and determine the return on investment (ROI) of your live events. In this hands on workshop, we will explore the following:
- What is measurement
- Why is measurement imperative
- What is the difference between ROO and ROI
- The four steps in the measurement process
- What can be measured
- What are the different types of measurement
- How to report the results and use them for performance improvement
A comprehensive case study will be incorporated into the session. Participants will be working side by side in groups to utilize skills learned and put into action to solve a fictional ROI/measurement case study presented to them. In-depth tools and strategies will be reviewed and discussed with attendees to arm them with a deeper level of understanding and information that they can take back to their organizations and put into immediate action.
Speaker: Holly Sherrill
President and CEO of Marketech360
Holly is a veteran trade show expert, bringing over 25 years’ experience in experiential marketing to trade shows and events. Holly’s specialties include; exhibit staff training, strategic planning and consultation, quantifiable objective setting, and ROI tools and execution. Holly is a speaker at national events such as Exhibitor Live, HCEA and Fast Trak. She is a member of National Association of Women Business Owners (NAWBO), Alabama Women Business Owners (AWBO) and The Women’s Network (TWN). Holly holds an MBA from Mercer University in Atlanta, GA.
AIA Learning Objectives
- Attendees will understand the importance of measuring results and the difference between ROO and ROI
- Attendees will understand the four steps in the measurement process
- Attendees will learn what can be measured and the different types of measurement
- Attendees will know how to report the results and use them for performance improvement
This program is pending approval for AIA CES LUs and CPSM CEUs
Cost: Members $55; Nonmembers $75
Walk-in rate (After 2/18/18): $75 (Member) / $95 (non-member)
Pennoni | 1900 Market St Suite #300, Philadelphia, PA 19103
Cancellations made two weeks prior to the event will be fully refunded, minus a $10 processing fee. Due to SMPS Philadelphia’s commitment with vendors, all cancellations after that time and no-shows will be ineligible for a refund, though a registrant maybe substituted for another at no charge up until 24 hours prior to the event by emailing firstname.lastname@example.org.