Title PageExhibition Cost ManagementandReturn on Investment CalculatorDeveloped by:Jefferson DavisCompetitive Edge(800) 700-6174

InstructionsINSTRUCTIONS FOR COMPLETING THE BUDGET WORKSHEET, % MARKETING BUDGET WORKSHEET AND ROI WORKSHEET.Instructions for Completing the Budget WorksheetStep 1.Print out these instructions if needed. Click once on the printer icon on the toolbar. Also, you can print out the SampleCompleted Budget to see what a completed report looks like. Click once on the "Sample Completed Budget" tab below andclick once on the printer icon on the toolbar.Step 2.Down below, click once on the "Blank Budget" tab. Type in your Company Name and the Trade Show Name, Location andDates in the report's title (cells are colored blue).Step 3.For each item which applies to your company, enter the dollar amount spent on this same trade show last year in theThis Show, Last Year, Actual column (colored green). This information will help guide you when budgeting for this year'strade show. If you did not exhibit at this show last year, leave the column blank.If you need to insert rows, click your mouse once on the row number where you want the new row. The entire row should behighlighted. Right click on your mouse and select "Insert". If you make a mistake, click on the "Undo" button. Be sure to check theSubtotal formula to make sure the new row is included in the formula -- click your mouse once on the Subtotal cell to see whichrows are included in the formula. To change the formula, click your mouse once on the formula line and change the formula.Make sure you check all the formulas in that Subtotal's row.If you need to delete rows, follow the same instructions as above, only select "Delete".Step 4.Enter the estimated budget amount for this year's trade show in the "This Year: Budget" column. As a guide, you can uselast year's numbers for the same trade show or numbers from a different yet similar trade show.Step 5.Compare your budget to the "Average Cost Benchmark" column. Click on the tab below to view the average expenditure % perexpense category. Your percentage shows in the column titled "This Year's Budget As % of Total Cost".Make adjustments if necessary.Step 6.Remember to save this worksheet frequently so that you don't lose your work!Step 7.As you incur expenditures for this trade show, update this worksheet by entering the actual dollars spent in the Actual column.If more than one person is incurring expense for this show, ask Accounting to provide you with a report showing expensesincurred to date.Step 8.The Difference columns calculate automatically. If the difference is in parenthesis or has a - sign in front, that meansyou actually spent more than you budgeted.Step 9.To print the report, click on the printer icon on the tool bar. At the top right of the report, the date and time of thereport will be printed. This will help you determine which print out is the most recent version.Instructions for Completing the ROI WorksheetThe worksheet will compute your total exhibiting ROI as well as as the savings realized in lead generation and face to face selling interactions.Enter data only into colored cells.Step 1.This worksheet is completed once all of your actual trade show costs are entered into the Blank Budget spreadsheet.Step 2.Enter the gross sales revenue which was attributed to this trade show. This is the total of at show salesand sales measured over time. You may want to run this calculation at the end of the show, again 90 days after or in line withyour typical selling cycle.Step 3.Enter the cost of sales related to these sales.Step 4.Enter the total number of leads generated at the show, regardless of quality.Step 5.To print the report, click on the printer icon on the tool bar.If you want to remove the color from the cells, click on the cell, click Format, Cell, Pattern, No Color.

Blank BudgetCompany NameTrade Show BudgetTrade Show NameTrade Show DatesTrade Show CityThis Year'sThis Year'sThis ShowAverageThis ShowBudget AsActual AsThis YearCost %Last Year% of Total% of TotalItemBudgetActualDifferenceDifference %BenchmarkActualCostCostSPACE RENTAL:Booth Space0.00.00.00.0%0.00.0%0.0%Hospitality Suite0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%31%0.00.0%0.0%EXHIBIT DESIGN:Booth Design0.00.00.00.0%0.00.0%0.0%Construction0.00.00.00.0%0.00.0%0.0%Refurbishing0.00.00.00.0%0.00.0%0.0%Graphics0.00.00.00.0%0.00.0%0.0%Professional Fee0.00.00.00.0%0.00.0%0.0%Packing Design0.00.00.00.0%0.00.0%0.0%Storage0.00.00.00.0%0.00.0%0.0%Insurance0.00.00.00.0%0.00.0%0.0%Display Materials0.00.00.00.0%0.00.0%0.0%Set-up & Tear-down0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%11%0.00.0%0.0%TRANSPORTATION (to & from):Freight0.00.00.00.0%0.00.0%0.0%Drayage0.00.00.00.0%0.00.0%0.0%Customs & Brokerage0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%9%0.00.0%0.0%SHOW SERVICES:Electrical0.00.00.00.0%0.00.0%0.0%Plumbing0.00.00.00.0%0.00.0%0.0%Janitorial0.00.00.00.0%0.00.0%0.0%Security0.00.00.00.0%0.00.0%0.0%Utilities0.00.00.00.0%0.00.0%0.0%Telephone0.00.00.00.0%0.00.0%0.0%Equipment Rental0.00.00.00.0%0.00.0%0.0%Furniture Rental0.00.00.00.0%0.00.0%0.0%Carpet0.00.00.00.0%0.00.0%0.0%Exhibitor Badges0.00.00.00.0%0.00.0%0.0%Florist/Plant Rental0.00.00.00.0%0.00.0%0.0%Photography0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%20%0.00.0%0.0%TRAVEL & ENTERTAINMENT:Staff Salaries0.00.00.00.0%0.00.0%0.0%Temporary Staff0.00.00.00.0%0.00.0%0.0%Staff Transportation0.00.00.00.0%0.00.0%0.0%Meals & Entertainment0.00.00.00.0%0.00.0%0.0%Accomodation0.00.00.00.0%0.00.0%0.0%Staff Training0.00.00.00.0%0.00.0%0.0%Staff Attire0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%15%0.00.0%0.0%ADVERTISING & PROMOTION:Print Advertising0.00.00.00.0%0.00.0%0.0%Customer Hospitality0.00.00.00.0%0.00.0%0.0%Sponsorships0.00.00.00.0%0.00.0%0.0%Presentation Talent0.00.00.00.0%0.00.0%0.0%Press Conference0.00.00.00.0%0.00.0%0.0%Press Kits0.00.00.00.0%0.00.0%0.0%Radio & TV0.00.00.00.0%0.00.0%0.0%Collateral Material0.00.00.00.0%0.00.0%0.0%Direct Mail0.00.00.00.0%0.00.0%0.0%Mailing List Rental0.00.00.00.0%0.00.0%0.0%Catalogues/Guides0.00.00.00.0%0.00.0%0.0%Premiums0.00.00.00.0%0.00.0%0.0%Agency Fee0.00.00.00.0%0.00.0%0.0%Internet0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%8%0.00.0%0.0%MISCELLANEOUS:Blank0.00.00.00.0%0.00.0%0.0%Blank0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%5%0.00.0%0.0%Lead Gathering/Fulfillment:Lead Form Printing0.00.00.00.0%0.00.0%0.0%Card Reader Rental0.00.00.00.0%0.00.0%0.0%Direct Mail Cost0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%0.00.0%0.0%TOTAL0.00.00.00.0%0.00.0%0.0%

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Cost Benchmark Chart* CEIR 2008.Exhibit Space32Exhibit Design20Transportation9Show Services14Travel & Entertainment18Advertising/ Promotion6Other1100

ROICompany NameExhibiting R.O.I. CalculationsTrade Show NameTrade Show DatesTrade Show CityAccounting R.O.I.:Cost Per Lead:Cost Per Interaction:Sales Credited to Show0.0Exhibiting Costs0.0# of Leads0Less Cost of Sales0.0Divided by # of Leads0Times STL Ratio **2.4Net Sales Revenue From Show0.0Your Cost Per Lead0.0# of Interactions0.0Less # of Leads0Less Exhibiting Costs0.0Average Cost Per Lead$267Additional Interactions0.0Profit From Show0.0Exhibiting Costs0.0Average Cost of Field Sales Call*$596Divided by Additional Interactions0.0Less Your Cost Per Lead0.0Cost Per Interaction0.0Profit From Show0.0Savings Per Lead0.0Divided by Exhibiting Costs0.0Savings %0%Accounting R.O.I.0%Average Cost of Field Sales Call$596Less Cost Per Interaction0.0Additional Contribution to ROI0.0Savings Per Lead0.0Savings %0%Exhibiting R.O.I.:* The average cost of a field sales call is $596Additional Contribution to ROI0.0according to CEIR study in 2008. If yourProfit From Show0.0cost is higher or lower, then estimate and changeCost Per Lead Savings0.0this field.Cost Per Interaction Savings0.0If you want to use your other lead generation** You can estimate your total booth traffic byTotal Profit From Show0.0programs such as print advertising, internet, direct mail,multiplying the number of leads by the Stop-to-etc., then enter the cost per lead.Literature Ratio which according to ExhibitSurveys is 2.4.Total Profit From Show0.0Divided by Exhibiting Costs0.0Total Exhibiting R.O.I.0%

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Sample Completed BudgetABC CompanyTrade Show BudgetTrade Show 2001February 28, 2001Any Town, USAThis Year'sThis Year'sBudget AsActual AsThis YearLast Year% of Total% of TotalItemBudgetActualDifferenceDifference %ActualCostCostSpace Rental:Booth Space$60,000.00$75,000.00$(15,000.00)-25.0%$50,000.0013.2%16.0%Hospitality Suite1,000.002,000.00(1,000.00)-100.0%1,000.000.2%0.4%Other0.00.00.00.0%0.00.0%0.0%Subtotal61,000.0077,000.00(16,000.00)-26.2%51,000.0013.5%16.5%Design & Construction:Booth Design80,000.0079,500.00500.000.6%75,000.0017.7%17.0%Construction85,000.0090,000.00(5,000.00)-5.9%80,000.0018.8%19.3%Refurbishing0.00.00.00.0%0.00.0%0.0%Graphics6,000.007,500.00(1,500.00)-25.0%5,000.001.3%1.6%Professional Fee30,000.0020,000.0010,000.0033.3%25,000.006.6%4.3%Packing Design0.00.00.00.0%0.00.0%0.0%Storage1,000.00900.00100.0010.0%1,000.000.2%0.2%Insurance1,000.00850.00150.0015.0%1,000.000.2%0.2%Display Materials2,500.003,000.00(500.00)-20.0%2,500.000.6%0.6%Set-up & Tear-down3,000.005,000.00(2,000.00)-66.7%3,000.000.7%1.1%Other0.00.00.00.0%0.00.0%0.0%Subtotal208,500.00206,750.001,750.000.8%192,500.0046.0%44.2%Transportation (to & from):Freight27,000.0024,000.003,000.0011.1%25,000.006.0%5.1%Drayage2,000.001,500.00500.0025.0%1,000.000.4%0.3%Customs & Brokerage0.00.00.00.0%0.00.0%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal29,000.0025,500.003,500.0012.1%26,000.006.4%5.5%Show Services:Electrical5,000.004,000.001,000.0020.0%5,000.001.1%0.9%Plumbing6,000.008,000.00(2,000.00)-33.3%6,000.001.3%1.7%Janitorial1,000.003,000.00(2,000.00)-200.0%500.000.2%0.6%Security500.00500.000.00.0%500.000.1%0.1%Utilities500.00650.00(150.00)-30.0%500.000.1%0.1%Telephone500.00850.00(350.00)-70.0%500.000.1%0.2%Equipment Rental2,000.003,500.00(1,500.00)-75.0%2,000.000.4%0.7%Furniture Rental3,000.007,000.00(4,000.00)-133.3%3,000.000.7%1.5%Carpet1,000.002,500.00(1,500.00)-150.0%1,000.000.2%0.5%Exhibitor Badges200.000.0200.00100.0%200.000.0%0.0%Florist/Plant Rental200.00300.00(100.00)-50.0%200.000.0%0.1%Photography1,000.000.01,000.00100.0%1,000.000.2%0.0%Other0.00.00.00.0%0.00.0%0.0%Subtotal20,900.0030,300.00(9,400.00)-45.0%20,400.004.6%6.5%Personnel:Staff Salaries15,000.0015,800.00(800.00)-5.3%10,000.003.3%3.4%Temporary Staff0.00.00.00.0%0.00.0%0.0%Staff Transportation5,000.004,500.00500.0010.0%5,000.001.1%1.0%Meals & Accomodation6,000.004,400.001,600.0026.7%5,000.001.3%0.9%Staff Training5,000.005,750.00(750.00)-15.0%5,000.001.1%1.2%Staff Attire2,000.001,000.001,000.0050.0%3,000.000.4%0.2%Other0.00.00.00.0%0.00.0%0.0%Subtotal33,000.0031,450.001,550.004.7%28,000.007.3%6.7%Advertising & Promotion:Print Advertising3,000.002,500.00500.0016.7%1,000.000.7%0.5%Customer Hospitality20,000.0024,500.00(4,500.00)-22.5%25,000.004.4%5.2%Sponsorships5,000.006,000.00(1,000.00)-20.0%3,000.001.1%1.3%Presentation Talent0.00.00.00.0%0.00.0%0.0%Press Conference0.00.00.00.0%0.00.0%0.0%Press Kits500.000.0500.00100.0%1,000.000.1%0.0%Radio & TV0.00.00.00.0%0.00.0%0.0%Collateral Material15,000.0014,000.001,000.006.7%10,000.003.3%3.0%Direct Mail10,000.0011,500.00(1,500.00)-15.0%5,000.002.2%2.5%Mailing List Rental1,000.00500.00500.0050.0%500.000.2%0.1%Catalogues/Guides2,000.00500.001,500.0075.0%2,000.000.4%0.1%Premiums2,000.003,500.00(1,500.00)-75.0%2,000.000.4%0.7%Agency Fee20,000.0015,400.004,600.0023.0%25,000.004.4%3.3%Internet5,000.002,000.003,000.0060.0%5,000.001.1%0.4%Other0.00.00.00.0%0.00.0%0.0%Subtotal83,500.0080,400.003,100.003.7%79,500.0018.4%17.2%Miscellanous:Blank0.00.00.00.0%0.00.0%0.0%Blank0.00.00.00.0%0.00.0%0.0%Subtotal0.00.00.00.0%0.00.0%0.0%Lead Gathering/Fulfillment:Lead Form Printing1,000.00500.00500.0050.0%2,000.000.2%0.1%Card Reader Rental1,000.001,000.000.00.0%1,000.000.2%0.2%Direct Mail Cost15,000.0014,400.00600.004.0%15,000.003.3%3.1%Other0.00.00.00.0%0.00.0%0.0%Subtotal17,000.0015,900.001,100.006.5%18,000.003.8%3.4%TOTAL$452,900.00$467,300.00$(14,400.00)-3.2%$415,400.00100.0%100.0%

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MBD003EDE72.xlsChart1

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How the Exhibit Dollar is Spent

Exhibit Space 31%

Exhibit Design11.2%

Show Services 20.3%

Shipping 10.8%

Travel & Entertainment 15.3%

Promotion 7.5%

Other 4.9%

Sheet1

How the Exhibit Dollar is Spent

Exhibit Space31%

Exhibit Design11.20%

Show Services20.30%

Shipping10.80%

Travel & Entertainment15.30%

Promotion7.50%

Other4.90%