Maximising ROI from IBC Show

It’s a wrap! Europe’s premier event for the broadcasting and media industry has come to a close for another year. As the dust settles, many companies are now crunching the numbers to calculate their return on investment (ROI). While direct sales are the most obvious metric, there are other key indicators to consider.
 
Read on to learn about maximising ROI from IBC Show 2024 and how to tackle your post-show marketing strategies effectively.

 

Calculate overall costs

We recommend taking a comprehensive approach when calculating the total costs associated with your IBC Show 2024 participation. While some expenses, like booth fees, are straightforward, numerous hidden or less obvious costs can significantly impact your bottom line. 

Key cost components you should include booth space, design and setup fees as well as shipping and logistics, travel, accommodation, staffing costs, entertainment and hospitality, marketing materials, lead generation tools and other bits and bobs such as insurance, permits and unexpected expenses.

By meticulously accounting for each of these cost categories, you’ll have a clear picture of the total investment made for the IBC Show. This comprehensive cost analysis not only helps in calculating your ROI but also provides valuable insights into where you might optimise spending for future trade shows, giving you the confidence that your financial resources are being used optimally.

 

 

Determine ROI

Deals and sales

Evaluate the total revenue generated from deals closed during or as a direct result of IBC. This includes immediate sales made at the event, as well as sales finalised in the weeks following. Track how many leads converted into paying customers and the total value of these transactions. Additionally, consider the projected revenue from ongoing negotiations initiated at the show to capture the full impact of your participation.
 

Contacts and leads generated – cost per lead

Assess the number of high-quality leads collected during the show. Calculate the cost per lead by dividing the total cost of your IBC participation by the number of leads generated. This metric helps you understand the efficiency of your lead generation efforts. Evaluate the quality of these leads by tracking their progression through the sales funnel, considering factors like their engagement level and the potential value they represent for your business.
 

Industry visibility

IBC is one of the most prominent events in the broadcasting and media industry, offering a unique platform to enhance your brand’s visibility. Measure this by analysing the increase in website traffic, social media followers, and brand mentions during and after the event. Additionally, monitor the level of interest in your booth and the number of attendees who engaged with your presentations or demos. Although industry visibility is less tangible, it plays a crucial role in building long-term brand recognition and authority.
 

Media coverage

Media exposure can significantly amplify your brand’s reach. Track your company’s media coverage during IBC, including press articles, interviews, and mentions in industry publications. Analyse the quality and reach of this coverage, including the audience size and demographics. Positive media attention can lead to heightened interest in your products and position your brand as a leader in the industry.
 

Engagement and content creation opportunities

IBC offers a wealth of opportunities for content creation and audience engagement. Evaluate the effectiveness of your content strategy by analysing metrics such as social media engagement, video views, and webinar attendance. Measure the impact of live demos, presentations, and discussions at your booth. Did your content resonate with the audience and foster deeper engagement with your brand? Strong engagement not only boosts brand awareness but also nurtures relationships with potential clients, partners, and industry influencers.
 

Product feedback and market insights

The feedback and insights gained from conversations at IBC are invaluable for refining your products and strategies. Collect and analyse the feedback received from attendees, partners, and industry experts about your products or services. Did you gain actionable insights into market trends, customer preferences, or potential areas for product improvement? Understanding the market’s perception of your offerings can guide future product development and marketing strategies, ultimately contributing to your long-term ROI.

 

 

What’s next after IBC 2024?

Follow up with leads

• Prompt follow up
• Email campaign – nurturing leads and offering targeted promotions
• Warm leads first

Content marketing

• Recap blog
• Social channels
• Case studies and success stories

Internal comms

• Team debrief
• Sales and marketing alignment

Media relations and partnerships

• Share newsworthy success stories and follow up with media representatives. Here you can find general tips for running an effective PR campaign.
• Partner outreach

Virtual event 

• Offer virtual demos for those who missed your booth at IBC. 
• Use this opportunity to provide a personalised product showcase.

 

Conclusion

Support your marketing decisions with data. By measuring the impact of your IBC show participation and implementing a comprehensive post-IBC communication strategy, you can work on maximising ROI from the IBC show, strengthen relationships with prospects and partners, and build on the momentum generated by the event.

Need assistance with your post-IBC show marketing strategy? 

Get in touch