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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.

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Presentation on theme: "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."— Presentation transcript:

1 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 Skip Cox, President & CEO, skip@exhibitisurveys.com Exhibit Surveys, Inc.skip@exhibitisurveys.com

2 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 2 Agenda Why measure ROI Tool Kit Demo – web-based tool Evaluate, plan and measure Use and Benefits

3 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 3 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

4 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 4 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

5 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 5 Exhibit 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

6 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 6 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

7 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 7 Key Drivers of Purchase Intent 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

8 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 8 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.

9 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 9 Staff Interaction Rate (SIR) (Personal Contact Achieved With Prospects Attracted) SIR Industrial 55% Medical 62% Retail 54% Hi Tech 50% Source: Exhibit Surveys, Inc. Less Active Engagement Today

10 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 Exhibits 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% 10% Avg. Range = 1% to 26% New Customers 7% Avg. Range = 2% to 18% 5% Avg. Range = 0% to 15%

11 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 11 Viral Effect of Exhibiting Extends Reach of Show Post-show Word of Mouth Actions:CustomersNon-Customers AllActiveAllActive Discussed exhibitor's products seen at show with peers17%35%9%24% Passed exhibitor's literature collected at show to supervisors10%20%5%14% Passed exhibitor's literature collected at show to someone else9%16%5%10% Recommended exhibitor's product(s) or technology seen at the show9%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.

12 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 12 ROI TOOL KIT

13 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 13 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

14 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 14 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?

15 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 15 Estimating Size of Potential Audience at Show: Net Attendance Target Audience (demographics from reg. data) x % Interested x (product interest from survey) = Potential Audience 3,781 a 1,701 b.40 c 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?

16 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 16 Avg. No. of Vis./Hr. ( ) No. of Pers. Needed ( ) = Salespersons Rate/Hr. ( ) 7 5 34 Number of personnel needed: Potential Audience ( ) Avg. No. of Vis./Hour ( ) = Total Show Hours ( ) 34 680 20 What Investment is Justified?

17 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 17 Staff Interaction Rate (SIR) (Personal Contact Achieved With Prospects Attracted) SIR Industrial 55% Medical 62% Retail 54% Hi Tech 50% Source: Exhibit Surveys, Inc. Less Face to Face Interaction

18 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 18 Amount of exhibit space needed: Open Space ( ) = No. of Personnel ( ) x 50 sq. ft. Total Space ( ) = Open Space ( ) + Occupied Space ( ) What Investment is Justified?

19 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 19 10 Td = 4.0 Td = 6.0 = Visitors = Booth Personnel Ideal Traffic Density in Exhibit

20 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 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 What Investment is Justified?

21 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 21 ROI Tool Kit Demo http://roitoolkit.exhibitsurveys.net/Home/Welcome.aspx

22 7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com 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 22 Q&A


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