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Trade Show Measurement and Results

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... visitor reached physical & visual. ROI actual or ... Audits visual competitive audits. Exhibit. Location. Exhibit Property. Size. Focus of the exhibit ... – PowerPoint PPT presentation

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Title: Trade Show Measurement and Results


1
Trade Show Measurement and Results
  • Marc Goldberg, CME

2
Why Measure?
  • Provides the basis for fact based decision-making
  • Aids in evaluation of strategies and tactics
  • Identify strengths and weaknesses to improve
    performance
  • Provides validation for the event

3
Decision Making InformationImprove Tactics and
Performance
  • Potential Audience basis for measuring
    performance
  • Size
  • Value
  • Profile
  • Exhibit / Event Attraction Rating
  • Visitor Quality (Selective Attraction)
  • Awareness
  • Effectiveness of Attention-getting Techniques
  • Product Interest
  • Size of Exhibit Relative to Size of Potential
    Audience
  • Effectiveness of Promotions
  • Evaluate Reaction to Design and Graphics

4
Typical organizational objectives
  • Communication related
  • Awareness, branding, value, buyer perceptions,
    leadership
  • Sales related
  • Direct sales, sales leads, new dealers
  • Performance related
  • Vendors, exhibit functionality, cost, staff

5
Sales Related Objectives
  • Cost per contact
  • Cost per lead/ qualified lead
  • Cost per visitor reached physical visual
  • ROI actual or potential
  • Cost per person demonstrated
  • Behavior change
  • Opportunities uncovered

6
8 Ways to Measure
  • Lead Quantity Quality
  • Audience Quantity and Quality
  • Message Effectiveness
  • Competitive Audit
  • Audience Behavior Event Performance
  • Sales / Sales Opportunities
  • Press Impact
  • Brand Loyalty Improvement

7
Thinking strategically about measurement
  • You must ...
  • Measure potential audience
  • Understand the potential audience
  • Identify the strengths weaknesses of the
    exhibit program
  • Measure the performance against a set of
    objectives

8
  • You must ...
  • Benchmark show results in order to draw
    comparison
  • Keep basic measurements consistent from show to
    show and track through time
  • Devote financial resources in your budget
    minimum 1-3 of the total budget

9
The Measurement Process
  • Set measurable objectives
  • Define the measures of success
  • Determine your benchmarks
  • Undertake the measurement
  • Analyze the results
  • Take action
  • Report results
  • Measure again

10
Qualitative Measurements
  • Staff Assessment
  • Objective the worth of the event or event in
    achieving your objectives
  • Your staff is a valuable resource

11
Quantifying Objectives
  • Product Interest
  • The percentage of the audience that has an
    interest in the product or service that you are
    offering.
  • 78 (vertical events) 35 (horizontal events)
  • Audience Interest
  • The percentage of people who intend to stop
    and/or acquire literature or information at your
    exhibit.
  • 50 national average

Source Exhibit Surveys, Inc.
12
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13
Potential ROI
  • How many visitors were engaged where an
    opportunity was uncovered?
  • What was the value of the uncovered
    opportunities?
  • What is the value of the potential business
    uncovered?

14
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17
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18
Hospitalities
19
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20
Cost Per Metrics
  • COST PER
  • Impression
  • Reach
  • Person
  • Sale

21
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22
Cost Per Visitor Reached Visual
Time of Day Day 1
Day 2 Day 3 10-11 67 80
60 11-12 90 110 50 12-1 125 109
70 1-2 85 81 50 2-3 70 75
40 3-4 90 95 60 4-5 60 70
20 5-6 52 65 20 639 685 380 X6
3,834 4,110
2,280 10,224 visitors reached 68 of 15, 000
total audience 2.15 per visitor reached Source
Lorimer Consulting Group
23
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24
Cost Per Visitor Reached Personal
Time of Day Day 1 Day2 Day 3 10-11
15 13 10 11-12 22 31 9
12-1 32 22 11 1-2 29 17 9
2-3 26 15 8 3-4 31 17
9 4-5 23 22 6 5-6 19
18 6 Total 297 155 70 x
6 Total Personal Reach - 3120 7.05 per Visitor
Personally Reached
Source Lorimer Consulting Group
25
Measurements Best Doneby Others
  • Exhibit or event efficiency
  • the number of visitors drawn to the exhibit or
    event and how well they interacted
  • Personnel Performance
  • how well the staff interacted - measure by post
    event or exit interviews
  • Audits visual competitive audits

26
  • Exhibit 
  • Location 
  • Exhibit Property 
  • Size 
  • Focus of the exhibit  
  • Flow 
  • Graphics / Signage / Branding 
  • AV  
  • Live Theatre 
  • Demonstrations 
  • Giveaways / Literature 
  • Conference / Reception Areas 
  • Overall impression of the exhibit
  • Staff 
  • Number 
  • Position 
  • Communication Skills 
  • Product and company knowledge 
  • Demonstration Skills 
  • Lead Management 
  •  
  • Marketing 
  • Sponsorships 
  • Theme / Theme integration 
  • Traffic flow 
  • Speaker  
  • Visitor attraction 
  • Branding

27
Using Surveys to Measure
  • Post event attendee surveys
  • Pre/Post event surveys
  • Intercept
  • Sales conversion surveys

28
Post Event Attendee Surveys
  • Most comprehensive tool provides best decision
    support information
  • A representative sample of all attendees
  • Method mail, online or email

29
Pre/Post Event Attendee Surveys
  • Best tool for measuring brand objectives
  • Change in perception
  • Change in awareness
  • Change in buying behavior
  • Message reception/retention
  • A representative sample of all attendees
  • Method mail, online or telephone

30
  • Pre-event - Benchmarks perceptions, awareness,
    consideration, preference, messaging
  • Post-event
  • Measures changes in above as a result of the
    exhibit/event
  • Incorporate standard Post-event Attendee Survey
    metrics

31
Intercept Surveys
  • Best tool for in-depth qualitative feedback about
    tactical of the event
  • The experience / perception
  • Staff performance
  • Graphics
  • Attention-getting techniques
  • Functional design
  • Also good for messaging and visitor profile
  • Representative sample of your visitors only
  • Method intercept personal interviews

32
Sales Conversion Surveys
  • Best alternative to lead tracking for measuring
    sales
  • volume of sales from event leads
  • volume purchased from competition
  • Degree of influence exhibit or event had on
    decision (vs. other factors)
  • Level of follow-up received
  • Survey all leads and inquiries/event attendees
  • Method mail, online or telephone 3-9 months
    after event (depending on your selling cycle)

Source Exhibit Surveys, Inc.
33
Event Mix Strategy Factoring Decision-making
Level (Event Marketer Perspective)
Customer Functions
Executive Briefings
User Groups
Private Conferences
Seminars
Launches
Mobile Exhibits
Private Trade Shows
Final Say
Road Shows
Specify
Sponsorships
Executive (C-Level) Conferences
Recommend
Trade Shows
Awareness
Consideration
Re-purchase/Upgrade
Preference
Purchase
Implement
Manage/Maintain
CUSTOMER CONTINUUM
Source Exhibit Surveys
34
Trade Shows Work
  • Plan Completely
  • Execute Aggressively
  • Follow-up Thoroughly

35
  • Contact Info
  • Marc L. Goldberg, CME
  • Marketech, Inc.
  • www.marketech360.com
  • Ph 508/836-2633
  • Cell 508/740-4820
  • Email marc_at_marketech360.com
  • Exhibitor Staff Training
  • Live on-site
  • Distance internet
  • Self-paced intranet
  • Performance Measurement
  • Competitive Audit
  • Intercept / Exit Interviews
  • Quantitative Analysis
  • Customer Journey
  • Visual Reach
  • Audience Interest
  • Cost Per Analysis
  • Post Event Surveys
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