Costco Roadshows are often evaluated by one metric: total sales. But brands that only look at top-line revenue miss the bigger picture. The true ROI   of Costco Roadshows includes not just what you sell during the event—but what the event unlocks afterward. When measured correctly, Roadshows can be one of the most efficient growth investments a brand can make. Understanding the Full Cost of a Roadshow To evaluate ROI accurately, brands must first understand the full cost stru