Making the decision to exhibit at a conference is difficult these days. The cost of exhibiting continues to increase. Exhibit budgets are often difficult to justify. Top executives and financial executives are demanding more accountability. In some cases executives are suggesting that if you can’t show the value of exhibiting, you shouldn’t participate. While this is extreme, unfortunately, this trend is spreading. Conferences and exhibitions have come under close scrutiny about the value added.

The good news is that it is possible to measure the success of your exhibit in a very credible CEO and CFO friendly way. The ROI Methodology, created by The ROI Institute, is now being used by many trade show exhibitors to show the value of exhibiting. This approach requires additional planning for your exhibit, setting objectives for implementation and impact, and conducting a follow-up to track the success of the exhibit at a set time after the show. Add to this a conservative analysis, which includes isolating the effects of the exhibit on sales increase or new account development, for example.

We are very pleased to offer this methodology to you as you are considering exhibiting at the Training 2012 conference. We have these offers for you to consider. First, a special webinar is scheduled for January 17 to explain the thoroughly. Second, we would like to offer you a free workshop showing you how to measure your exhibit using this methodology. Third, we would like to invite you to participate in a study to measure the success of your exhibit at this show. In this project, you will be coached by The ROI Institute as you develop your own follow up study. If you participate, we will combine your results with others to show the value of exhibiting at the conference.

It all starts with your determination to show the value of your exhibit.  Two things are necessary at the conference. First, attend a two hour workshop on the Sunday before the conference to learn how to conduct a follow up study and second, attend a brief meeting at the end of the conference to evaluate the conference and review the data that will be needed in your follow-up.

Jack J. Phillips, Ph.D., chairman of ROI Institute, Inc., is a world-renowned expert on accountability, measurement, and evaluation. Former bank president, HR Executive, and learning manager, Phillips provides consulting services to Fortune 500 companies, nonprofit entities, and government and non-governmental organizations worldwide. He is the author or editor of more than 100 books, conducts workshops, and presents at conferences worldwide.

Jack has received several awards for his books and work. The American Society for Training and Development gave him the award, Distinguished Contribution to Workplace Learning and Development, and the Thought Leader Award (its highest award). The International Society for Performance Improvement presented Jack with its highest award, the Thomas F. Gilbert Award, for his contribution to human performance technology. The Society for Human Resource Management presented him with an award for one of his books and honored a Phillips ROI study with its highest award for creativity.

In 2019, Jack, along with his wife, Patti P. Phillips, received the Distinguished Contributor Award by the Center for Talent Reporting for their contribution to the measurement and management of human capital. His work has been featured in the Wall Street Journal, BusinessWeek, and Fortune. He has been interviewed by several television programs, including CNN.