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 has been recognized and awarded for his work by numerous professional organizations. He, along with his business partner and wife, Patti Phillips, received the 2024 Thought Leader Award from the Association of Learning Providers (ISA), the 2022 Association for Talent Development (ATD) Thought Leader Award, and the 2019 Center for Talent Reporting Distinguished Contributor Award. In 2019, he was named among the top fifty coaches globally by the Thinkers50 organization and named a finalist for the Marshall Goldsmith Distinguished Achievement Award for Coaching. SHRM presented Jack with its highest creativity award for an ROI study and awarded an ROI Institute book with a best book award. His work has been featured in the Wall Street Journal, BusinessWeek, and Fortune magazine, and he has been interviewed by several television programs, including CNN.