Return on exhibits: the development of a synthetic index
The research project allowed the development of a synthetic index to assess the return on investment in participating in various trade fairs worldwide. The aim is to evaluate their effectiveness, strengths and weaknesses in order to improve their future performance. In addition, the index makes it possible to compare the effectiveness of different fairs, so as to allow the communicator to choose those most appropriate to the purposes of the business. The calculated index is composite, based on data relating to both visitors and internal staff. It also includes indicators relating to tangible and intangible variables.