Michael does intro

Michael Seymour Stephanie Coupland baby boomer millennial

Measurement: Climbing the Mountain Michael Explaining the analogy The challenges in marketing and measurement and healthcare are difficult for some, largely because of internal challenges and regulatory, but the idea will always be the same. Trade show 101 is attract your audience, engage, and measure. What we want to do today is give you some examples, tell you how we have seen effective measurement. The case studies we are going to share come from a variety of sources-

Learning Objectives Understand the benefits of measurement to your company, trade show program, and career Identify the best metrics for your program’s performance Select the measurement tools and resources that deliver relevant metrics Prepare a measurement strategy for your next show SC

Objective #1: Understand the benefits of measurement to your company, trade show program, and career SC

I pay $165 per month for kickboxing classes I pay $165 per month for kickboxing classes. If I’m not seeing results, would I really keep paying that much money for it? Probably not. So it’s the same with your trade shows- why would you keep investing the same amount of money and doing the same things if you aren’t seeing results? Because ultimately those results will help your company and your program. SC

But let’s think about it selfishly, too But let’s think about it selfishly, too. If you’re looking for a promotion or pay raise, or even if you’re hoping to move to another company in the near future, having tangible results from measuring your efforts gives you proof of your knowledge and capability to deliver. MS

What is your “why”? SC

Objective #2: Identify the best metrics for your program’s performance SC

Objective #3: Select the measurement tools and resources that deliver relevant metrics SC

A. Lead retrieval tool. B. RFID. C. Exit survey. D. Exhibit audit. E A. Lead retrieval tool B. RFID C. Exit survey D. Exhibit audit E. In-booth survey 1. Key message recall 2. Brand perception 3. Educational value 4. Staff performance 5. Exhibit experience 6. Unique visits 7. Demo participation 8. Resource allocation 9. Intent to purchase 10. Product recognition 11. Sponsorship effectiveness

Metrics: Key message recall Intent to prescribe product Brand perception Tool: Exit survey

Year over year efforts increase cost savings and provide tangible data

2007 28,000 square foot booth 25 antennae 1,200 staff 9,000 unique visitors 2008 32,000 square foot booth 65 antennae 1,000 staff 9,845 unique visitors 2009 24,000 square foot booth 62 antennae 800 staff

Metrics: Unique visits Demo participation Resource allocation Product placement Tool: RFID In-booth surveys Post-show surveys

Enhanced visual impression Clear message Uncluttered Effective interactive technology Improved staff performance and behavior B+ performance

Metrics: Brand perception Educational value Staff performance Exhibit experience Tool: Exhibit audit Lead retrieval Exit survey

Metrics: Intent to purchase Product recognition Sponsorship effectiveness Staff performance Exhibit experience Tool: Exhibit audit Exit survey Lead retrieval

Dell Client Services Group at Dell Technologies World 2019 This year, Dell celebrated 25 years of their Latitude product by showcasing the product and featuring different end-users utilizing the Latitude in their every day work. To do this, the space was divided into multiple activation areas: Briggo Coffee, whose machines are run by the product. Mark Mann, a famous photographer who edits the photos on Dell products. Lift Labb, which is a flight simulator used to train pilots- and a gaming area, used for Dell’s Alienware game. The center of the exhibit featured a product table and unified work space. Dell CSG wanted to measure attendee activity throughout the space, so they implemented RFID tracking throughout the space.

This counter was here Days 2 & 3 1. Spin-to-Win/ Monitors a b 2. Lift Labs a a 5. Gaming b b c c a a 6. Dell Product Table 7. Unified Work Space b b Attendees were greeted by reps and had their badged scanned and synced with an RFID tag. RFID antennas positioned in the different areas passively tracked where attendees visited and how long they remained in an area. Data was automatically uploaded to a dashboard. Leads were added to Dell’s CRM as well as exported into reports. a a b b This counter was here Days 2 & 3 3. Briggo 4. Mark Mann c c

71% of attendees spent more than 5 minutes in the exhibit 50% of attendees spent more than 10 minutes in the space 67% of attendees visited 2 or more stations for at least 30 seconds 32% of attendees visited 2 or more stations for at least 3 minutes 90.3% of attendees’ organizations have purchased Dell end-user devices in the last 2 years The top three characteristics that attendees associated with Dell end-user devices/solutions are quality & reliability, innovation, and excellent product design Prior to visiting the Dell Client Solutions exhibit, 51.7% of attendees were likely to purchase Dell end-user devices/solutions, and after visiting the exhibit this number increased to 73.3% The top three experiences in the Dell Client Solutions booth that attendees found most enjoyable were the latitude launch experience, the unified workspace experience, and client peripherals and displays

Metrics: Attendee interaction Attendee engagement Intent to purchase Brand perception Product knowledge Tool: Lead retrieval RFID Exit survey

A. Lead retrieval tool. B. RFID. C. Exit survey. D. Exhibit audit. E A. Lead retrieval tool B. RFID C. Exit survey D. Exhibit audit E. In-booth survey Key message recall C, E 2. Brand perception 3. Educational value 4. Staff performance C, D, E 5. Exhibit experience C, D, E 6. Unique visits B 7. Demo participation A, B, C, E 8. Resource allocation A, B, C 9. Intent to purchase C, E 10. Product recognition 11. Sponsorship effectiveness

What are 3 of the best metrics to measure your program’s performance?

What are the measurement tools and resources that you can use to deliver those metrics?

Objective #4: Prepare a measurement strategy for your next show

Thank you! mseymour@3dexhibits.com scoupland@3dexhibits.com