Positioning Your Audience to Attract Exhibitors and Sponsors

best

practices positioning your audience to

attract exhibitors and sponsors

Bring buyers and sellers together

Agenda

Think like an exhibitor

Gathering data

Presenting the data

Pre-show preparation

Post-show reinforcement

Matching buyer and seller needs

Non-endemic sponsors

How do exhibitors think?

Exhibitor goals and objectives

Marketing (ROO) Sales (ROI) Product Relevancy Lead Quantity

Brand Awareness Lead Quality

Message Communication Purchase Intent

Perception of Company/Products Sales Meetings

Effectiveness of Booth & Tactics Cost-per-Visitor & Cost-per-Lead

Booth Staff Actual Orders

Create a Buzz Sales Conversion

Exhibitor goals

CEIR 2016 Exhibitor ROI and Performance Metrics Practices

R&D

Competiteve Analysis

Shorten Sales Cycle

Closing Sales

Identify/Support Distributors/Suppliers

Thought Leadership

Product Interaction/Experience

New Product Launch/Promote

Need to Be There

Relationship Maangement

Brand Awareness/Reinforce 55%

47%

33%

27%

15%

14%

13%

10%

7%

6%

5%

Affiliation

Platinum Support

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© Copyright 2014 Freeman Expositions, Inc. Proprietary &

Confidential.

Moving a prospect

to the next stage

Advocacy (brand fans, WOM)

Awareness (needs & messages)

Knowledge (push to pull)

Consideration (peer opinions)

Selection (rational & emotional)

Buying (less selling)

Satisfaction (experience)

Retention & loyalty

(relation/value)

CUSTOMER

LIFE CYCLE

LOOP

81% Average

48% Average

Net

Attendance

Potential

Audience

Exhibit

Attraction

Staff

Engagement Results

What Drives Exhibitor ROI?

©Copyright Exhibit Surveys, Inc. All Rights Reserved 2015

Exhibit Surveys’ Exhibit Performance Model

Size and Value of Target Audience

Exhibit Size

Promotion

Attention-getting Techniques

Awareness

Perception

Design & Graphics

Product Mix

Location

Number of Staff

Profile of Staff/Knowledge

Staff Training

Staff Performance

Demos/Interactive Activities

Awareness

Advocacy

Messaging

Brand Enhancement

Accelerate Sales Cycle

Leads

Sales

PR

Thought Leadership

Relationships


Confidential.

Gathering Data


Confidential.

When to gather data

Registration: basic demographics; 3-5 questions

On-site survey

Post-show survey: greater detail, including behavior

Pre-show survey: PR and buying reinforcement

Quality vs. Quantity

What data to collect?

Start with quantity

2000 TRADE

VISITORS


Confidential.

Who are you counting?

Registered

Verified

Total attendance

Qualified attendees/delegates/professional attendees

Exhibitors

Domestic/International

But what exhibitors really want to know is

whether, and what they buy…

HIGH QUALITY BUYERS WITH SERIOUS BUYING POWER

CLICK HERE TO

BUY YOUR BOOTH


Confidential.

Attendee

research:

Buyer profile

Demographics

Geographics

Buying responsibility

Product interest

Behavior

Demographics

Title

Function

Industry/Type of

organization/Specialty

Size of organization

Location of

organization


Confidential.

Geographics

National

International

Buying Responsibility

Role in purchasing

Budget

Plans to buy

Audience Buying Power

92% approve/influence expenditures

for products and services

84% are involved in decisions to

acquire products and services

20% made buying decisions

at the show

Use Metrics In Your Everyday Strategy

What are the buying plans of your

visitors in the next 12 months?

You should be able to answer this

question after every show.

Compare your results to industry

benchmarks. 2012: 49% Question: Which products do you

plan to purchase in the next 12

months? (list your generic types of

products; not brands)

What is the quality of your visitors?

Are they decision-makers?

Recommenders?

FINAL SAY: 32%

SPECIFY: 29%

RECOMMEND: 52%

Question: What is your purchasing

role? Final Say; Specify Supplier;

Recommend Supplier


2012: 84%

Product Interest

List product

categories in

your industry


Confidential.

Behavior

Visit the show floor

Time spent on

show floor

Influence

Value of event


2012: 9.1 hrs

If attendees are only spending an

avg of 8.3 hrs on the showfloor,

how much of their time do you get?

Your competitors?

How many of your competitors are

on the show floor?

Question: How many hours did you

spend on the exhibit floor each day?

[list show days]

Attendees

come to buy

See Latest Products/Services 69%

Keep Up to Date on General Industry Trends/Issues 69%

Visit Companies Whose Product/ Services I Use 67%

Get Technical Information/ Specifications 34%

Receive Customer Service/Support 26%

Attend Education/ Operational Sessions 17%

Compare Products for Future Purchases 27%

TOP SEVEN REASONS ATTENDEES

COME TO EBACE:

0 100


Confidential.

You’ll get leads

An average of

65

useful contacts

Per exhibitor


Confidential.


2012: 38%

First-time attendees represent

new opportunities for you. They’re

also not likely not to have seen

your exhibit before. Get more life

out of it.

Flip-side: How many are repeat

attendees?

Question: Select all years that you

have attended this event [list last 4

years; first-time]


Confidential.

How do attendees

target booths to visit

on the show floor?

• Seven out of ten explore the exhibitor

list on the IBS website

• More than half review the Official

Show Preview


Confidential.

The only event that…

The largest event that…

The highest number of…

Competitive Data


Confidential.

Include an

exhibitor list.

One reason

to exhibit is

because my

competitors

are there.

Provide

benefit

statements


Confidential.

Presenting the Data


Confidential.

Presenting data

Simplify

Group categories

Round off decimals

4 out of 5

Focus on key metrics

Use graphics

Think like a seller

Audience Demographics

Employer

60% Community Hospital

18% University Medical Center

11% Other Employers

5% College/University

3% Military/Government Hospital

3% County Hospital

Primary Role

51% Staff Nurse

17% Director/Manager/Charge Nurse

12% Advanced Practice CNS or NP

7% Nurse Educator/Staff

7% Other

5% Clinic Nurse

1% Academic Faculty

Primary Practice Area

31% ICU

16% Cardiovascular/Surgical ICU

and PACU

13% Combined ICU/CCU

9% Progressive Case/Stepdown/

Telemetry

9% Other

6% Burn/Emergency/Trauma/

Transport

5% CCU

5% Pediatric & Combined

Pediatric/Adult ICU

3% Neuro/Neurosurgical ICU

Critical Care Experience

39% 21 or more years

25% 11 to 20 years

20% 1 to 5 years

16% 6 to 10 years

Highest Nursing Degree Held

64% Bachelor’s

27% Master’s

13% Associate’s

3% Diploma

3% Doctorate

Number of Beds

46% 200-499

39% 500 and above

15% 1-199


Confidential.

Clear media summary


Confidential.

Cross-tab important buying data


Confidential.

Pre-Show survey

Set the stage with extra information for the

press and exhibitors


Confidential.

Pre-event survey

•Reasons for attending

•Issues/challenges your organization is facing

•Products interested in seeing

•Likelihood to purchase

•Awareness and association of products, brands


Confidential.

Pre-event PR and social media

Get some buzz from the attendee information

Industry issues

Industry trends

Hot new products

Research a specific trend

Create a white paper


Confidential.

Package

buying info for

exhibitors

One-page data sheet

Conversation-starter

Priming

Matching buyer and seller needs

• Docent Tour

• Innovation Gallery

• Customer Intimacy

• GS Audience Engagement

• Mobile App Branding

• Signage

• Demo Theatre

• Scavenger Hunt

• Ads

• Bag Insert

• Promo Item

• VIP Access

• Collateral Downloads

• Booth

• Hospitality Suite

• Meeting Room

• Matchmaking

• Passport Game

• Passes to Event

• Keynote Participation

• Executive Interviews

PARTNER

Fix stretch

High Value

Sponsorships

Targeted Audience:

Sponsored Target Market Lounge

Targeted Audience:

Problem Solving Power Lunch

Targeted Audience:

Industry Guru Meet & Greet

Broader booth

outreach: Receptions

Non-Endemic Sponsorships

Subway seeks

affiliation at

American Heart

Association

Car manufacturers matched to

consumer characteristics

Trump and Bentley

for plastic surgeons

Subaru for speech pathologists

Electric cars at GreenBuild


Confidential.

Use consumer demographics about

your attendees

Question:

What is the aggregate income

Of people with disabilities

In the United States?

Answer: Over $1 Trillion

What does the exhibitor need to know to

understand your audience?

What information would put your audience

in the best light?

Tell a story with your information.

Match buyer and seller needs.

Melinda Kendall

Positioning Your Audience to Attract

Exhibitors and Sponsors

www.slideshare.net/freemanco

Positioning Your Audience to Attract Exhibitors and Sponsors

Education

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