Transcript JUNE 12, 2007 - abm

3rd ANNUAL TRADE SHOW SUMMIT
The New Event Metrics: Redefining Exhibitor ROI
Moderator: Danica Tormohlen, Editor-in-Chief,
EXPO
Skip Cox, President, Exhibit Surveys
Mary Upton, Vice President, Trade Show Operations, ASI
Shows
Trade Show Summit is sponsored by:
STRATEGIC EXHIBITION
AND EVENT MARKETING
RESEARCH AND MEASUREMENT
The New Event Metrics: Redefining
Exhibitor ROI
Presented by Skip Cox
Exhibit Surveys, Inc.
[email protected]
732 741 3170
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
YOUR
DECISION
MAKING
PARTNER
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;
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
MAKING
PARTNER
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%
same
Sources: American Business Media; Exhibitor Magazine Survey of 600+ readers, December 2006
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
MAKING
PARTNER
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)
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
• 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
YOUR
DECISION
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PARTNER
Why Anchor Exhibitors Measure?
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
Measurement Tools For Various Exhibiting Objectives
Analyze
Leads
YOUR
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Objectives:
Lead/
Visitor
Surveys
PostShow
Attendee
Surveys
Pre/Post
Attendee
Surveys
Lead
Sales
Conversion
Surveys










Press
Lead
Coverage
Tracking/
Analysis
CRM
Communications:


 
Messaging
Image/Branding/
Awareness
New Product
Introductions
Press


 

Sales:
Generate Leads
Generate Sales/
Change
Prescribing Habits
Enter New
Markets





7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
• Measured over 300 shows and events in 06
• Comprehensive and consistent measurement
Define Event
Strategy
Develop
Business
Objectives
YOUR
DECISION
MAKING
PARTNER
HP Global Performance Measurement
Performance
Results Database
(Decision support
data)
Complete the
Engagement
Process
Event
Execution and
Data Collection
Process
Report
Plan vs. Actual
(OV GPMP)
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
Small/Medium Exhibitor Measurement
YOUR
DECISION
MAKING
PARTNER
• 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.
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
Measuring Potential for ROI
YOUR
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• 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
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
MAKING
PARTNER
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
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
Event Insights
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DECISION
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PARTNER
• 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
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
New Web-based ROI Tools
YOUR
DECISION
MAKING
PARTNER
• 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
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
MAKING
PARTNER
New Event Engagement Protocol - ARF
Exhibit Engagement Accelerates the Sales Process
(Preliminary Findings)
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%
-54%
-37%
-10%
21%
+75%
Net Promoter
Next Step: Validate Sales Conversion
Source: Exhibit Surveys, Inc. and Gallup & Robinson for Advertising Research Foundation
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
Less Face to Face Interaction
(Personal Contact Achieved With Prospects Attracted)
75%
DECISION
YOUR
SIR
67% 66%
MAKING
PARTNER
Staff Interaction Rate (SIR)
63%
65%
63%
64%
62%
59%
60%
60%
57%
Industrial
55%
Medical
62%
Retail
54%
Hi Tech
50%
59% 58%
56%
50%
93 994 995 996 997 998 999 000 001 002 003 004 005 006
9
1
1
1
1
1
1
1
2
2
2
2
2
2
2
Source: Exhibit Surveys, Inc.
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
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Corporate Events Deliver Higher Value
Visit
Company's
Exhibit
41%
• More time spent
Attend
Company's
Event
• Solve problems
76%
• Targeted to needs
• Mostly customers
0%
20%
40%
60%
80%
% Very/Extremely Valuable
Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006)
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
MAKING
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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%
Increase investment
17%
31%
Invest sooner
14%
23%
Potential Revenue Opportunities
Mostly
Customers
Source: Exhibit Surveys, Inc. (Measurement of 292 exhibits and 56 events for major IT companies – 2004 to 2006)
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
• 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
YOUR
DECISION
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Implications to Organizers
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
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Implications to Organizers
• 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.)
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
YOUR
DECISION
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Implications to Organizers
• 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
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
PARTNER
MAKING
YOUR
DECISION
Thanks
7 Hendrickson Avenue  Red Bank, NJ 07701  (800) 224-3170  Fax: (732) 741-5704  www.exhibitsurveys.com
The New Event Metrics – Redefining Exhibitor ROI
The ASI Show Planning Guide
Attendee Demographics:
● Annual sales numbers
● Geographic statistics
● Attendee breakdown
(i.e., % of buyers, owners, salespeople)
● Attendee comparisons to other
industry shows
The New Event Metrics – Redefining Exhibitor ROI
The ASI Show Marketing Opportunities
● 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 New Event Metrics – Redefining Exhibitor ROI
The ASI Show Passport to Winnings
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 New Event Metrics – Redefining Exhibitor ROI
Advantages New Product Showcase
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.
The New Event Metrics – Redefining Exhibitor ROI
Supplier Secrets Keynote
► 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.
The New Event Metrics – Redefining Exhibitor ROI
ASI Distributor Member Benefits
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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 New Event Metrics – Redefining Exhibitor ROI
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
The New Event Metrics – Redefining Exhibitor ROI
Daily Networking Events to Build Important Business
Relationships Off of the Show Floor
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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
The New Event Metrics – Redefining Exhibitor ROI
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 New Event Metrics – Redefining Exhibitor ROI
ASI Show Membership/Attendee Surveys
The ASI Show continually conducts membership surveys to
make sure we are producing the best possible businessbuilding 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