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 - PowerPoint PPT Presentation

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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

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3rd ANNUAL TRADE SHOW SUMMIT The New Event Metrics: Redefining Exhibitor ROI Moderator: Danica Tormohlen, Editor-in-Chief, EXPO Skip Cox, President, Exhibit Surveys – PowerPoint PPT presentation

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Title: 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


1
The New Event Metrics Redefining Exhibitor
ROIModerator Danica Tormohlen, Editor-in-Chief,
EXPOSkip Cox, President, Exhibit SurveysMary
Upton, Vice President, Trade Show Operations, ASI
Shows
3rd ANNUAL TRADE SHOW SUMMIT
  • Trade Show Summit is sponsored by

2
The New Event Metrics Redefining Exhibitor
ROIPresented by Skip CoxExhibit Surveys,
Inc.skip_at_exhibitsurveys.com732 741 3170
3
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
4
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
5
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)

6
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

7
Measurement Tools For Various Exhibiting
Objectives
8
HP Global Performance Measurement
  • Measured over 300 shows and events in 06
  • Comprehensive and consistent measurement

Define Event Strategy
DevelopBusiness Objectives
Complete the EngagementProcess
Event Execution and Data Collection Process
Report Plan vs. Actual (OV GPMP)
Performance Results Database(Decision support
data)
9
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.

10
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

11
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

12
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

13
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

14
New Event Engagement Protocol - ARF
Exhibit Engagement Accelerates the Sales Process
(Preliminary Findings)
Next Step Validate Sales Conversion
Source Exhibit Surveys, Inc. and Gallup
Robinson for Advertising Research Foundation
15
Less Face to Face Interaction
Staff Interaction Rate (SIR)(Personal Contact
Achieved With Prospects Attracted)
SIR Industrial 55 Medical
62 Retail 54 Hi Tech 50
Source Exhibit Surveys, Inc.
16
Corporate Events Deliver Higher Value
  • More time spent
  • Solve problems
  • Targeted to needs
  • Mostly customers

Very/Extremely Valuable
Source Exhibit Surveys, Inc. (Measurement of 292
exhibits and 56 events for major IT companies
2004 to 2006)
17
Corporate Events Deliver More Impact
Mostly Customers
Source Exhibit Surveys, Inc. (Measurement of 292
exhibits and 56 events for major IT companies
2004 to 2006)
18
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

19
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.)
20
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

21
  • Thanks

22
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

23
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

24
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!

25
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.

26
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.

27
The New Event Metrics Redefining Exhibitor ROI
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

28
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

29
The New Event Metrics Redefining Exhibitor ROI
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

30
The New Event Metrics Redefining Exhibitor ROI
Post-Show Leads
  • After each ASI Show, attendees automatically recei
    ve, 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

31
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 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

32
(No Transcript)
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