Trade show ROI calculator: will the stall pay back?

Book a strategy audit See B2B & export marketing

Results are estimates to guide decisions, not financial advice. Your numbers stay in your browser.

Judge a show over twelve months

Trade show orders rarely close at the stall. Most come from follow-up over the next months, so the return should be measured over a year, not a week.

Total cost = stall + travel + samples and promotion
Customers = leads × close rate
First-year profit = customers × order value × orders × margin
ROI = (first-year profit − total cost) ÷ total cost

Get more from the same stall

Book meetings before the show with buyers already on your list.
Qualify every conversation and note the next step the same day.
Follow up within 48 hours, with a clear offer and samples ready.

Questions

What is a qualified lead at a show?

A conversation with someone who can buy or influence the purchase, with a clear need and a next step agreed. Badge scans alone do not count.

Should I include staff salaries?

You can add them to travel and stay if you want the full cost. Most exhibitors track out-of-pocket costs first.

How long should I wait to judge a show?

Twelve months is a fair window for B2B and export. Track every lead from the show in your CRM so you can see what it really produced.

Is my data saved?

No. The calculation runs in your browser. Nothing is sent unless you choose to email yourself the result.

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