July 30th – August 1st, 2013 McCormick Place, Chicago, IL Performance Measurement, ROI and ROO Marc L. Goldberg, CME marketech360

Performance Measurement  A process by which businesses, governments and organizations establish criteria for determining the quality of their activities based on goals and objectives

Measurable Value  Execs are asking more from meetings and events that simply accomplishing objectives. It must prove its worth in hard dollars and cents.  Execs want better ways to measure how they spend their marketing dollars.

What’s the difference between ROI and ROO  ROI Exhibiting investment = ROI Return generated $25,000 =.33 or $3.00 for every $1.00 $75,000

ROI vs. ROO In order to calculate ROI, you need to be able to track sales from captured leads

ROI vs. ROO  Measurement of benefit an exhibit company receives for participation at an exhibition by comparing pre-set objectives to show success

ROI vs. ROO  Increase brand awareness  Increased brand awareness by 20%  Increase brand awareness  35% of those surveyed were more aware of your brand and its values  More proactive staff  73% of attendees indicated they were engaged  Attendees learning something new  53% of attendees learned something new when visiting your exhibit

ROI Sales vs. Cost Business Results Leads/ Lead $ Value Learning/Marketing Impact Perception & Behavior Change Diagnostics Satisfaction / Reach & Share of Voice / Management / Alignment Calculation of total lead $$’s generated compared with investment in the event. ROI calculations identify the return on investment supporting the understanding of the value of the event marketing in the overall mix Number of A,B,C leads and $ value associated with each Business Results identify the Value events contribute to the Client’s mission and goals Effect of the Event on the Attendee’ s Perception & planned behavior Marketing impact identifies the effect of the event Quality of the event, total attendance, cost per, Portfolio Continuous improvement What to measure – four simple categories

Three Key Elements  Focus  Structure  Discipline

Focus  Four key questions  Why are you exhibiting?  Who is your target audience?  What are your expectations as a result of being at the event?  What is your measure of success?

Focus on Objectives  SMART  S – Specific  M – Measurable  A - Assignable  R – Realistic  T – Time-related

Measurement Plan  Measure the potential audience  Understand the potential audience  Identify the strengths and weaknesses of your audience  Measure performance against a set of objectives  Benchmark from show-to-show to draw comparisons

Structure What to MeasureMeasurement Technique Audience SatisfactionOn-site or post-event surveys Branding effectivenessOn-site or post-event surveys Message effectivenessOn-site or post event surveys Audience behaviorOn-site or post event surveys CompetitionEvent competitive audit Reach / Press ImpactPress analysis / impressions Reach / Audience Quality & QuantityEvent demographics Lead quality / quantityLead Analysis ROI – Return on Investment ROO-Return on Objectives Outcomes analysis

Hospitalities

Meeting Existing Customers Hospitality $5,350 ( include invitations) 80 customers attended $65.63 per customer attending

Recruiting Dealers/Distributors Decide the number of dealers/distributors you want to recruit Advertise in trade publications Mail invitations to a targeted group Develop a lead card to track specific information Calculate the cost per recruit [Total cost of recruiting program/the number of recruits ]

Recruiting Dealers/Distributors Invitations $ 250 Advertising 1,950 Lead Form staffers 2,250 Total $4,650 7 dealers recruited as a result = $ per dealer recruited

Introducing a New Product Determine the target audience you desire Advertise in trade and local publications Conduct a special mailing/communication to a targeted group Develop a tracking system for visitors Calculate cost per new product introduction [Total cost of the introductory program divided by the number of visitors who viewed the product introduction]

Introducing a New Product Audience $ 1,368 Advertising 1,950 Mailing 737 Staff 2,250 $4,937 $3.60 per person

Applying the Measurement Model Primary ObjectivesAssociated MetricMeasurement Tool Introduce new productsNumber of demos Number of leads generated Daily reporting by staff Lead volume by product Sales / ROIRevenue from Sales ROI calculation Sales lead management system A “buy” survey / revenue analysis

Discipline  Whatever you decide to do  Do it show after show after show!

Post Show Reporting  Potential business opportunities  Attendees – quality/quantity  Demonstrations – number and feedback  Promotions – pre/at/post  Competitive intelligence  Media  Customer feedback  Sessions attended  Trends observed  Recommendations

Trade Shows Work Plan completely Execute aggressively & enthusiastically Follow-up thoroughly