Y O U R D E C I S I O N M A K I N G P A R T N E R S T R A T E G I C E X H I B I T I O N A N D E V E...

Y O U R D E C I S I O N M A K I N G P A R T N E R

S T R A T E G I C E X H I B I T I O N

A N D E V E N T M A R K E T I N G

R E S E A R C H A N D M E A S U R E M E N T

Exhibition Organizers and Exhibitors –A New ROI Tool for the

Industry

Exhibition Organizers and Exhibitors –A New ROI Tool for the

Industry

Skip Cox, President & CEO, [email protected] Exhibit Surveys, Inc.

7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com2

Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Agenda

• Why measure

• ROI Tool Kit Demo – web-based tool

• Evaluate, plan and measure• Use and Benefits


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Benefits to Exhibitors

• Establish the value of the show to assist in show selection and investment decisions

• Understand make-up of target audience better to plan more effective exhibits

• Identify opportunities for improving performance and generating more leads - improve ROI & ROO

• Justify investment in show to management• Compare consistently across shows –

develop benchmarks of performance


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Benefits to Organizers

• Reduce attrition rates of exhibitors

• Consult /”partner” with exhibitors to identify ways of maximizing their ROI

• Identify potential new revenue and cost-cutting opportunities


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

RExhibit Performance Model

EXHIBIT ATTRACTION

• Exhibit Size• Promotion

• Awareness/Perception• Products Exhibited• Design/Graphics

• Attention-getting Techniques

POTENTIAL AUDIENCE

EXHIBIT EFFICIENCY(Person-to-Person Contact)

• Profile of Staff• Staff Knowledge

• Training

RESULTS

• Messaging• Leads

• Brand Enhancement• Awareness Building

• Sales/Prescribing Habits• PR

• No. of Staff• Staff Performance


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

20%27%

36%

54%

Purchase Intent (T3)

Unaware Aware Passive Active

Exhibit Engagement Drives Purchase Intent

Total Lift = 34% pts.

Unaware to Active lift range: +7% pts. to +45% pts.

Purchase Intent is Sales Validated – Good Predictor of Actual Sales


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

-42-31

-6

24


Net Promoter Score*

Key Drivers of Purchase Intent

21%31%

43%

59%

Brand Fit (Top 2 Score)


Unaware to Aware lift range: +18% pts. to +54% pts.

Unaware to Active lift range: +42 pts. to +132 pts.

7

Total Lift = 38% pts.

Total Lift = 66 pts.

There is Both an Emotional and

Cognitive Component to Exhibiting that

Drives Results


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

50%53%

68%74%

15% 12%18%

32%

Customers Non-Customers


Customer vs. Non Customer: Purchase Intent

Unaware to Active lift range: +9% pts. to +89% pts.

Unaware to Active lift range: -9% pts. to +42% pts.

Total Lift = +24% pts.

Total Lift = +17% pts.

Trade shows contribute to both customer retention and customer acquisition.


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Staff Interaction Rate (SIR)Staff Interaction Rate (SIR)(Personal Contact Achieved With Prospects Attracted)(Personal Contact Achieved With Prospects Attracted)

56%

57%

58%

67%

65%

66%

64%

63%

60%

63%

59%

59%

62%

60%

50%

75%SIR

Industrial 55%

Medical 62%

Retail 54%

Hi Tech 50%

Source: Exhibit Surveys, Inc.

Less “Active” Engagement Today


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

RExhibits Find and Help Convert New Customers

Purchased within 120 - 180 days after the show from each company

Customers represent the greatest opportunity for sales, but about 1/4 of company purchases and 1/3 of those personally involved in purchasing were from non-customers at the time of the show.

Company Purchased

Personally Involved in Purchase

All Attendees 27% Avg.Range = 2% to 51%

15% Avg.Range = 1% to 27%

Current Customers 20% Avg.Range = 2% to 38%


New Customers 7% Avg.Range = 2% to 18%



Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

RViral Effect of Exhibiting Extends Reach of ShowPost-show Word of Mouth Actions: Customers Non-Customers

All Active All Active

Discussed exhibitor's products seen at show with peers 17% 35% 9% 24%

Passed exhibitor's literature collected at show to supervisors 10% 20% 5% 14%

Passed exhibitor's literature collected at show to someone else 9% 16% 5% 10%

Recommended exhibitor's product(s) or technology seen at the show 9% 17% 4% 10%

Exhibiting influences visitors, large numbers of whom also influence their peers, something that advertising or most other marketing vehicles do not do.


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

ROI TOOL KIT


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

ROI Tool Kit

• Intended users: primarily for small/medium exhibitors – large exhibitors often have custom measurement in place

• Intended use:• Evaluate show potential and value – is exhibiting

justified?• Plan to maximize potential and ROI – what level of

investment is required and justified?• Measure reach of exhibit and potential for ROI

• “Tool”, not an exact science


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Factors Exhibitors Consider:• Profile of largest exhibitors• Profile and history of competitors exhibiting• Trends in attendance (health of show)• Geographical distribution of audience• Traffic Density• Size and Value of Potential Audience at

Show

Is Exhibiting Justified?


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Estimating Size of Potential Audience at Show:

Net AttendanceTarget Audience (demographics from reg. data) x % Interested x (product interest from survey)

= Potential Audience

3,781a

1,701b

.40c

680

(a) Net Linux World audited attendance excluding exhibitor personnel(b) 45% are targeted businesses and job titles(c) Used 40% interest in servers and server management software

Is Exhibiting Justified?


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Avg. No. of Vis./Hr. ( )No. of Pers. Needed ( ) = Salespersons Rate/Hr. ( ) 7

534

Number of personnel needed: Potential Audience

( ) Avg. No. of Vis./Hour ( ) = Total Show Hours ( )

34 680

20

What Investment is Justified?


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Staff Interaction Rate (SIR)Staff Interaction Rate (SIR)(Personal Contact Achieved With Prospects Attracted)(Personal Contact Achieved With Prospects Attracted)

56%

57%

58%

67%

65%

66%

64%

63%

60%

63%

59%

59%

62%

60%

50%

75% SIR

Industrial 55%

Medical 62%

Retail 54%

Hi Tech 50%

Source: Exhibit Surveys, Inc.

Less Face to Face Interaction


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Amount of exhibit space needed:

Open Space ( ) = No. of Personnel ( ) x 50 sq. ft.

Total Space ( ) = Open Space ( ) + Occupied Space ( )



Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

10’

10’

10’

10’

Td = 4.0Td = 6.0

= Visitors = Booth Personnel

Ideal Traffic Density in Exhibit


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Amount of exhibit space needed:

Open Space ( ) = No. of Personnel ( ) x 50 sq. ft.

Total Space ( ) = Open Space ( ) + Occup. Space ( )

5

250 150 400

250



Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

ROI Tool Kit Demo

http://roitoolkit.exhibitsurveys.net/Home/Welcome.aspx


Y O

U R

D

E C

I S

I O

N M

A K

I N

G P A

R T

N E

R

Q&A

Y O U R D E C I S I O N M A K I N G P A R T N E R S T R A T E G I C E X H I B I T I O N A N D E V E...

Documents

Transcript of Y O U R D E C I S I O N M A K I N G P A R T N E R S T R A T E G I C E X H I B I T I O N A N D E V E...