July 30th – August 1st, 2013McCormick Place, Chicago, IL

Performance Measurement, ROI and ROO

Marc L. Goldberg, CMEmarketech360

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

ROISales

vs. Cost

Business Results Leads/ Lead $ Value

Learning/Marketing Impact

Perception & Behavior Change

DiagnosticsSatisfaction / Reach & Share of Voice /

Management / Alignment

Calculation of total lead$$’s generated comparedwith investment in the event.

ROI calculations identify thereturn on investment supporting the understanding of the value ofthe 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 theClient’s mission and goals

Effect of the Event on the Attendee’ sPerception & 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 Measure Measurement Technique

Audience Satisfaction On-site or post-event surveys

Branding effectiveness On-site or post-event surveys

Message effectiveness On-site or post event surveys

Audience behavior On-site or post event surveys

Competition Event competitive audit

Reach / Press Impact Press analysis / impressions

Reach / Audience Quality & Quantity Event demographics

Lead quality / quantity Lead Analysis

ROI – Return on InvestmentROO-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 $ 250Advertising 1,950Lead Form 2002 staffers 2,250Total $4,650

7 dealers recruited as a result =$664.29 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 $ 1,368Advertising 1,950Mailing 737Staff 2,250 $4,937

$3.60 per person

Applying the Measurement Model

Primary Objectives Associated Metric Measurement Tool

Introduce new products Number of demosNumber of leads generated

Daily reporting by staffLead volume by product

Sales / ROI Revenue from SalesROI calculation

Sales lead management systemA “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 completelyExecute aggressively & enthusiastically

Follow-up thoroughly