1. Michael does intro

2. Michael
Seymour
Stephanie
Coupland
baby boomer
millennial

3. 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-

4. 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

5. Objective #1: Understand the benefits of measurement to your company, trade show program, and careerSC

6. 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

7. 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

8. What is your “why”? SC

9. Objective #2: Identify the best metrics for your program’s performanceSC

10. Objective #3: Select the measurement tools and resources that deliver relevant metricsSC

11. 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

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

14. Year over year efforts increase cost savings and provide tangible data

15. 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

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

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

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

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

21. 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.

22. 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

24. 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

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

26. 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

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

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

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

30. Thank you!