The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO...

The New Event Metrics: Redefining Exhibitor ROIModerator: Danica Tormohlen, Editor-in-Chief, EXPOSkip Cox, President, Exhibit SurveysMary Upton, Vice President, Trade Show Operations, ASI ShowsTrade Show Summit is sponsored by:

3rd ANNUAL TRADE SHOW SUMMIT

Y O U R D E C I S I O N M A K I N G P A R T N E R

S T R A T E G I C E X H I B I T I O N

A N D E V E N T M A R K E T I N G

R E S E A R C H A N D M E A S U R E M E N T

The New Event Metrics: Redefining The New Event Metrics: Redefining Exhibitor ROIExhibitor ROI

Presented by Skip CoxPresented by Skip CoxExhibit Surveys, Inc.Exhibit Surveys, Inc.

[email protected] 741 3170

The New Event Metrics: Redefining The New Event Metrics: Redefining Exhibitor ROIExhibitor ROI

Presented by Skip CoxPresented by Skip CoxExhibit Surveys, Inc.Exhibit Surveys, Inc.

[email protected] 741 3170

mailto:[email protected]

mailto:[email protected]

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7 Hendrickson Avenue Red Bank, NJ 07701 (800) 224-3170 Fax: (732) 741-5704 www.exhibitsurveys.com

Macro Outlook Positive

CEIR Index 2006• NSF +3.8%• Attendance + 4.6%• Revenue +9.7%

US Economy• GDP +3.4% ’06• Projected +2.5% – 3% ’07, but

uncertainty ahead

Source: CEIR Index 2007 Edition;

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Macro Outlook Positive

ABM April 10, 2007 Release• “Face-to-face revenue has surpassed

print ad sales for the first time in the history of the industry” (36% share vs 35% for ad revenue)

Exhibitor Magazine Reader Survey December 2006• 2007 Budgets: 30% up / 17% down / 52%

sameSources: American Business Media; Exhibitor Magazine Survey of 600+ readers, December 2006

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Top Issues for Anchor Exhibitors

• Competition for marketing budget• Integration of events in the marketing mix• Cost-cutting pressures (increased involvement

of procurement, quarterly budgets)• Demand generation is strategic focus (feed the

sales pipeline)• Accountability/ROI Measurement (prove it or

lose it)

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Why Anchor Exhibitors Measure?

• Measure ROO/ROI to justify budgets• Provide decision-support information

– Show selection– Show investment– Integration / fit in marketing mix – Strategic planning (show objectives, show

strategy)– Tactics

• Identify strengths and weaknesses to improve performance

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Measurement Tools For Various Exhibiting Objectives

Objectives:

Analyze Leads

Lead/ Visitor

Surveys

Post- Show

Attendee Surveys

Pre/Post Attendee Surveys

Lead Sales

Conversion Surveys

Lead

Tracking/ CRM

Press Coverage Analysis

Communications:

Messaging

Image/Branding/ Awareness

New Product Introductions

Press

Sales:

Generate Leads

Generate Sales/ Change Prescribing Habits

Enter New Markets

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HP Global Performance Measurement

Define Event

StrategyDevelopBusinessObjective

s

Complete the

Engagement

Process

Event Execution and Data Collection Process

ReportPlan vs. Actual

(OV GPMP)

PerformanceResults Database(Decision support

data)

• Measured over 300 shows and events in 06• Comprehensive and consistent measurement

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Small/Medium Exhibitor Measurement

• Why they measure?– Should we exhibit again and at what level?

• How they measure?– Number and quality of leads generated

(much less about awareness, image building, branding, etc.)

– Some track leads to sales, at least informally– Mostly Perceptions based on floor traffic,

location, quality of audience, etc.

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Measuring Potential for ROI

• Organizer responsibility:– Attendance Audits– Attendee Research– Registration demographics– Industry/market research

• New Audit/Survey Tool – “Event Insights”• New web-based tools for pre-event

planning and measurement (IAEE ROI Task Force) – Primarily for Small Medium Exhibitors

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Measuring Individual Exhibitor ROI

• Traditionally, responsibility of exhibitor

• Role organizer can play in measuring– Invest in measuring ROI of anchor

exhibitors (e.g., Interop, IFT)– Consult with small/medium exhibitors using

lead data captured by reg contractor• New web-based tools for pre-event planning

and measurement• Opportunity to sell/upsell space and other

revenue generating products/services

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Event Insights

• Third-party audit of attendance– Attendance certification– Registration demographics– Sound basis for extrapolating attendee data

• Third-party attendee survey– Audience quality and buying power– Audience activity (e.g., history of attendance, time

spent on floor, Traffic Density)– Attendee expectations and satisfaction– Attendance promotion evaluation– Evaluate specific aspects of show

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New Web-based ROI Tools

• Pre-event planning tools to optimize ROI– Size of Potential Audience estimator– Number of exhibit staff estimator– Exhibit space estimator

• Post-event measurement tools– Reach– Staff performance– ROI potential estimator

• Base tools on reliable (preferably audited) data for realistic and credible results

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New Event Engagement Protocol - ARF

OUTCOME SCORES

Not Aware

(Control)Aware only

Look Only (Passive)

Interact (Active)

TOTAL LIFT

Top of Mind Aware 22% 29% 39% 48% +26%

Consider Using 35% 40% 51% 60% +25%

Emotional Connection 15% 15% 29% 43% +28%

Brand Fit 21% 30% 42% 57% +36%

Purchase Intent 24% 27% 36% 52% +28%

Net Promoter -54% -37% -10% 21% +75%

Exhibit Engagement Accelerates the Sales Process

Source: Exhibit Surveys, Inc. and Gallup & Robinson for Advertising Research Foundation

Next Step: Validate Sales Conversion

(Preliminary Findings)

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Staff Interaction Rate (SIR)(Personal Contact Achieved With Prospects Attracted)

57%

56%58%

67%

65%

66%

64%

63%

60%

63%

59%

59%

62%

60%

50%

75%SIR

Industrial 55%

Medical 62%

Retail 54%

Hi Tech 50%

Less Face to Face InteractionLess Face to Face Interaction

Source: Exhibit Surveys, Inc.

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Corporate Events Deliver Higher Value

76%

41%

0% 20% 40% 60% 80%

AttendCompany's

Event

VisitCompany's

Exhibit

Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006)

• More time spent

• Solve problems

• Targeted to needs

• Mostly customers

% Very/Extremely Valuable

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Corporate Events Deliver More Impact

Exhibits Events

Increase Familiarity (Avg. for Specific Products) +10% +19%

More Favorably Inclined to Purchase as a Result of Visit 38% 68%

Potential Revenue Opportunities

Increase investment 17% 31%

Invest sooner 14% 23%

Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006)

MostlyCustomers

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Implications to Organizers

• ROI/ROO of exhibits compares very favorably to other media

• Experiential marketing in general will grow in importance

• Private corporate events could be biggest competitor for marketing budgets

• Differentiate exhibitions from events– Forum to compete– Reach new prospects/gain market share

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• Partner with exhibitors – accommodate differing needs– Leverage their investment (not only floor space)– Co-locate events (back to back)– Produce their events (offer them new prospects)

• 21% of organizers produce events for exhibitors*

* Source: EXPO Magazine Marketwatch, May 2006 (conducted by Exhibit Surveys, Inc.)

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• More companies measuring, but not enough or not effectively – help exhibitors measure

• Exhibitions need a standard measurement protocol

• Demonstrate results, not just potential for ROI

• Promote exhibitions as accelerating the sales process and feeding the pipeline

• Drive home the message

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Thanks

The New Event Metrics – Redefining Exhibitor ROI

Attendee Demographics: ● Annual sales numbers ● Geographic statistics ● Attendee breakdown (i.e., % of buyers, owners, salespeople) ● Attendee comparisons to other industry shows

The ASI Show Planning Guide


● Exhibitors who send a pre-show mailing receive 14% more leads● Passport exhibitors receive 65% more leads● Show Daily advertisers receive 35% more leads● Show Directory advertisers receive 29% more leads● Show sponsors receive 66% more leads

The ASI Show Marketing Opportunities


Every attendee receives The ASI Show “Passport to Winnings” with their badge. To be eligible for over $30,000 in exciting prizes and receive free shipping or free parking, distributors must visit participating exhibitors’ booths, learn more about their products and receive a special stamp. The Passport promotion is a favorite among attendees and is heavily promoted both before and during the show!

The ASI Show Passport to Winnings


When an exhibitor displays a product in the Advantages New Product Showcase, they receive:

► Physical display of product at show entrance, with headline, company name, asi number, booth number and 100-character description on display card.

► Articles in the Show Daily driving distributors to the Showcase and to see the new products.

► A free product listing in Show Directory.

Advantages New Product Showcase


► The perfect opportunity for an exhibitor to give a live presentation of a new and exciting product to hundreds of distributors before the show opens.

► Participating suppliers can distribute product samples to Keynote attendees.

► Only a limited number of slots available.

Supplier Secrets Keynote


ASI Distributor Member Benefits

● Free admission● Free hotel room ● Free Catalog Courier● Free parking or shipping● The ASI Show Free Education Conference ● Daily, free Keynote presentations● Daily, free networking receptions and special events


The ASI Show Free Education Conference

● Dozens of industry-specific sessions● ASI product training and an ASI Supplier Open House ● A free New Supplier Seminar led by industry veterans● A free Supplier Marketing Strategies workshop● A free New Supplier Luncheon featuring an industry expert● Daily, free Keynote presentations led by sales experts


Daily Networking Events to Build Important Business Relationships Off of the Show Floor

● First-Time Attendee Welcome● Welcome to The ASI Show Reception● The Counselor Distributor Choice Awards ● ASI Spirit Awards● Celebrate ASI Show Reception● Family Business Reception ● The Closing Celebration● The acclaimed ASI Show Gala Celebration


Post-Show Leads

After each ASI Show, attendees automatically receive, free of charge, a personalized list of the exhibitors* (with contact information) they visited at the show.

This allows distributors to follow up with

the suppliers they met and to start doing business with them right away.

*Only includes exhibitors who used The ASI Show Lead Retrieval Service


The ASI Show continually conducts membership surveys to make sure we are producing the best possible business-building events.

● Pre- and post-show surveys● On-site surveys include education/speaker surveys, show

evaluation forms and exhibitor thank you notes with survey● Electronic surveys include event evaluation, Keynote and

special event interest and demographic information

Additionally, we survey our attendees to learn more about their demographics to better serve our exhibitors.

● Annual sales● Markets they sell to● Products/vendors they are looking for

ASI Show Membership/Attendee Surveys

The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO...

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