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The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO Skip Cox, President, Exhibit Surveys Mary Upton, Vice.

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Presentation on theme: "The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO Skip Cox, President, Exhibit Surveys Mary Upton, Vice."— Presentation transcript:

1 The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO Skip Cox, President, Exhibit Surveys Mary Upton, Vice President, Trade Show Operations, ASI Shows Trade Show Summit is sponsored by: 3 rd ANNUAL TRADE SHOW SUMMIT

2 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 The New Event Metrics: Redefining Exhibitor ROI Presented by Skip Cox Exhibit Surveys, Inc The New Event Metrics: Redefining Exhibitor ROI Presented by Skip Cox Exhibit Surveys, Inc

3 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Macro Outlook Positive CEIR Index 2006 NSF +3.8% Attendance + 4.6% Revenue +9.7% US Economy GDP +3.4% ’06 Projected +2.5% – 3% ’07, but uncertainty ahead Source: CEIR Index 2007 Edition;

4 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Macro Outlook Positive ABM April 10, 2007 Release “Face-to-face revenue has surpassed print ad sales for the first time in the history of the industry” (36% share vs 35% for ad revenue) Exhibitor Magazine Reader Survey December Budgets: 30% up / 17% down / 52% same Sources: American Business Media; Exhibitor Magazine Survey of 600+ readers, December 2006

5 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Top Issues for Anchor Exhibitors Competition for marketing budget Integration of events in the marketing mix Cost-cutting pressures (increased involvement of procurement, quarterly budgets) Demand generation is strategic focus (feed the sales pipeline) Accountability/ROI Measurement (prove it or lose it)

6 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Why Anchor Exhibitors Measure? Measure ROO/ROI to justify budgets Provide decision-support information –Show selection –Show investment –Integration / fit in marketing mix –Strategic planning (show objectives, show strategy) –Tactics Identify strengths and weaknesses to improve performance

7 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Measurement Tools For Various Exhibiting Objectives

8 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  HP Global Performance Measurement Define Event Strategy Develop Business Objectives Complete the Engagement Process Event Execution and Data Collection Process Report Plan vs. Actual (OV GPMP) Performance Results Database (Decision support data) Measured over 300 shows and events in 06 Comprehensive and consistent measurement

9 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Small/Medium Exhibitor Measurement Why they measure? –Should we exhibit again and at what level? How they measure? –Number and quality of leads generated (much less about awareness, image building, branding, etc.) –Some track leads to sales, at least informally –Mostly Perceptions based on floor traffic, location, quality of audience, etc.

10 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Measuring Potential for ROI Organizer responsibility: –Attendance Audits –Attendee Research –Registration demographics –Industry/market research New Audit/Survey Tool – “Event Insights” New web-based tools for pre-event planning and measurement (IAEE ROI Task Force) – Primarily for Small Medium Exhibitors

11 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Measuring Individual Exhibitor ROI Traditionally, responsibility of exhibitor Role organizer can play in measuring – Invest in measuring ROI of anchor exhibitors (e.g., Interop, IFT) – Consult with small/medium exhibitors using lead data captured by reg contractor New web-based tools for pre-event planning and measurement Opportunity to sell/upsell space and other revenue generating products/services

12 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Event Insights Third-party audit of attendance –Attendance certification –Registration demographics –Sound basis for extrapolating attendee data Third-party attendee survey –Audience quality and buying power –Audience activity (e.g., history of attendance, time spent on floor, Traffic Density) –Attendee expectations and satisfaction –Attendance promotion evaluation –Evaluate specific aspects of show

13 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  New Web-based ROI Tools Pre-event planning tools to optimize ROI –Size of Potential Audience estimator –Number of exhibit staff estimator –Exhibit space estimator Post-event measurement tools –Reach –Staff performance –ROI potential estimator Base tools on reliable (preferably audited) data for realistic and credible results

14 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  New Event Engagement Protocol - ARF OUTCOME SCORES Not Aware (Control) Aware only Look Only (Passive) Interact (Active) TOTAL LIFT Top of Mind Aware22%29%39%48%+26% Consider Using35%40%51%60%+25% Emotional Connection15% 29%43%+28% Brand Fit21%30%42%57%+36% Purchase Intent24%27%36%52%+28% Net Promoter-54%-37%-10%21%+75% Exhibit Engagement Accelerates the Sales Process Source: Exhibit Surveys, Inc. and Gallup & Robinson for Advertising Research Foundation Next Step: Validate Sales Conversion (Preliminary Findings)

15 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Staff Interaction Rate (SIR) (Personal Contact Achieved With Prospects Attracted) SIR Industrial 55% Medical 62% Retail 54% Hi Tech 50% Less Face to Face Interaction Source: Exhibit Surveys, Inc.

16 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Corporate Events Deliver Higher Value Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006) More time spent Solve problems Targeted to needs Mostly customers % Very/Extremely Valuable

17 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Corporate Events Deliver More Impact ExhibitsEvents Increase Familiarity (Avg. for Specific Products)+10%+19% More Favorably Inclined to Purchase as a Result of Visit38%68% Potential Revenue Opportunities Increase investment17%31% Invest sooner14%23% Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006) Mostly Customers

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 R 7 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Implications to Organizers ROI/ROO of exhibits compares very favorably to other media Experiential marketing in general will grow in importance Private corporate events could be biggest competitor for marketing budgets Differentiate exhibitions from events – Forum to compete – Reach new prospects/gain market share

19 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Implications to Organizers Partner with exhibitors – accommodate differing needs – Leverage their investment (not only floor space) – Co-locate events (back to back) – Produce their events (offer them new prospects) 21% of organizers produce events for exhibitors* * Source: EXPO Magazine Marketwatch, May 2006 (conducted by Exhibit Surveys, Inc.)

20 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Implications to Organizers More companies measuring, but not enough or not effectively – help exhibitors measure Exhibitions need a standard measurement protocol Demonstrate results, not just potential for ROI Promote exhibitions as accelerating the sales process and feeding the pipeline Drive home the message

21 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 Hendrickson Avenue  Red Bank, NJ  (800)  Fax: (732)  Thanks

22 The New Event Metrics – Redefining Exhibitor ROI Attendee Demographics: ● Annual sales numbers ● Geographic statistics ● Attendee breakdown (i.e., % of buyers, owners, salespeople) ● Attendee comparisons to other industry shows The ASI Show Planning Guide

23 The New Event Metrics – Redefining Exhibitor ROI ● Exhibitors who send a pre-show mailing receive 14% more leads ● Passport exhibitors receive 65% more leads ● Show Daily advertisers receive 35% more leads ● Show Directory advertisers receive 29% more leads ● Show sponsors receive 66% more leads The ASI Show Marketing Opportunities

24 The New Event Metrics – Redefining Exhibitor ROI Every attendee receives The ASI Show “Passport to Winnings” with their badge. To be eligible for over $30,000 in exciting prizes and receive free shipping or free parking, distributors must visit participating exhibitors’ booths, learn more about their products and receive a special stamp. The Passport promotion is a favorite among attendees and is heavily promoted both before and during the show! The ASI Show Passport to Winnings

25 The New Event Metrics – Redefining Exhibitor ROI When an exhibitor displays a product in the Advantages New Product Showcase, they receive: ► Physical display of product at show entrance, with headline, company name, asi number, booth number and 100-character description on display card. ► Articles in the Show Daily driving distributors to the Showcase and to see the new products. ► A free product listing in Show Directory. Advantages New Product Showcase

26 The New Event Metrics – Redefining Exhibitor ROI ► The perfect opportunity for an exhibitor to give a live presentation of a new and exciting product to hundreds of distributors before the show opens. ► Participating suppliers can distribute product samples to Keynote attendees. ► Only a limited number of slots available. Supplier Secrets Keynote

27 The New Event Metrics – Redefining Exhibitor ROI ASI Distributor Member Benefits ● Free admission ● Free hotel room ● Free Catalog Courier ● Free parking or shipping ● The ASI Show Free Education Conference ● Daily, free Keynote presentations ● Daily, free networking receptions and special events

28 The New Event Metrics – Redefining Exhibitor ROI The ASI Show Free Education Conference ● Dozens of industry-specific sessions ● ASI product training and an ASI Supplier Open House ● A free New Supplier Seminar led by industry veterans ● A free Supplier Marketing Strategies workshop ● A free New Supplier Luncheon featuring an industry expert ● Daily, free Keynote presentations led by sales experts

29 The New Event Metrics – Redefining Exhibitor ROI Daily Networking Events to Build Important Business Relationships Off of the Show Floor ● First-Time Attendee Welcome ● Welcome to The ASI Show Reception ● The Counselor Distributor Choice Awards ● ASI Spirit Awards ● Celebrate ASI Show Reception ● Family Business Reception ● The Closing Celebration ● The acclaimed ASI Show Gala Celebration

30 The New Event Metrics – Redefining Exhibitor ROI Post-Show Leads After each ASI Show, attendees automatically receive, free of charge, a personalized list of the exhibitors* (with contact information) they visited at the show. This allows distributors to follow up with the suppliers they met and to start doing business with them right away. *Only includes exhibitors who used The ASI Show Lead Retrieval Service

31 The New Event Metrics – Redefining Exhibitor ROI The ASI Show continually conducts membership surveys to make sure we are producing the best possible business- building events. ● Pre- and post-show surveys ● On-site surveys include education/speaker surveys, show evaluation forms and exhibitor thank you notes with survey ● Electronic surveys include event evaluation, Keynote and special event interest and demographic information Additionally, we survey our attendees to learn more about their demographics to better serve our exhibitors. ● Annual sales ● Markets they sell to ● Products/vendors they are looking for ASI Show Membership/Attendee Surveys

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