Apply what you learned in the basic trade show value measurement concepts session (part 1) to your own program. Examples, case studies and worksheets will be provided during this interactive session. You will develop best practices in measuring and proving the value of tradeshows, receive guidance on ways to measure your tradeshow program right away, and learn how to optimize your event portfolio using the right tools to make more informed decisions and report meaningful and actionable results back to your stakeholders and executives.
Learning Objectives:
 •  Assess your program's strengths and weaknesses.
 •  Work with the four elements of value.
 •  Estimate appropriate event budgets, staff and exhibit sizes.
 •  Optimize your event portfilio and select and invest wisely.
 •  Apply various types of measurement techniques to complement return on investment (ROI).
 •  Assign key performance indicators (KPIs) that are actionable.
 •  Deploy and apply voice of the visitor (VoV) research.
 •  Report event performance to senior management.