july 30th – august 1st, 2013 mccormick place, chicago, il 1 candance johnson, ctsm sr. account...

July 30th – August 1st, 2013McCormick Place, Chicago, IL

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Candance Johnson, CTSM

Sr. Account ExecutiveExhibitForce.com

Red Diamond Congress

July 31, 2013

Jeff StanleyExecutive DirectorExhibit Surveys, Inc.

Measurement - How to Start!

OVERVIEW: WHY MEASURE

Empower yourself with actionable decision-making information for event marketing justification and accountability, show selection and investment-level decisions, and overall strategic direction.

Both Event Vendors and Corporate Event Marketers are being mandated to measure event programs, sometimes without direction, tools or even budget

Increase ROI and ROO by reallocating resources and budgets from ineffective events to more rewarding events.

Drive results! Smart spending and positive purchasing patterns will result in the ability to prove value to all sides of the Event and Trade Show industry.

Create Best Practices! Well planned goals and objectives, tracked strategies, effective use of resources, efficient budget spending and measurement of event programs will result in positive impact to our industry – and your job.

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EASY as 1, 2, 3 and 4! 1. Document and quantify the role and value of

your event programs with internal stakeholders (Executive, Sales and Marketing)

2. Set realistic and measureable objectives to make better informed investment decisions (Based on Stakeholder feedback)

3. Build strategies aligned with stakeholder vision, goals and objectives

4. Measure, Measure, Measure

Measurement – How to Start

Agenda

Step 1. Document and quantify the role and value of your event programs with internal stakeholders. (Executive, Sales and Marketing)

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Create list of stakeholders Executives/LeadershipMarketingSalesProduct ManagersSponsors

1. Stakeholders

Involvement of the Stakeholders is KEY.

A strategic and successful event requires that you start with the

end in mind.

Asking your team … “What is the purpose of this event” allows you to align your strategy and set your self up for achieving specific goals.

Asking your team … “What does success of this event look like” allows you to see, or perhaps redirect their vision.

“How will you measure the success of this event” is another direct approach to creating strategies and tactics to meet the desired results. 5

2. Set realistic and measureable objectives to make better informed investment decisions.

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Management is telling you measure, but not how to measure it.

And if not, measure anyway!

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How Do You Measure Exhibit Performance?

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• Number of Leads/Badge Scans• Sales• Surveys• RFID• Observations• I do not measure exhibit

performance• Other


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Clear picture of expectations provides a

spring board for effective strategy!


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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

3. Build strategies aligned with stakeholder vision, goals and objectives.

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Know your options and benefits.

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How satisfied are you with your lead collection process?

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LEADS

Thumbs UP; Thumbs DOWN

2. Know your options and benefits.

Develop a lead strategy Lead Quality

• Simple standardized qualification questions• Ask those questions• Make notes to refer to later• Import into CRM

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LEADS


Tracking Sales• Account for leads after events• Go beyond an email blast• Actually nurture leads• Track progress and sales• Identify other sources that aided the sale

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LEADS


SIMPLE

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LEADS

1. Select products/solutions are of interest? List major categories or brands

2. What is your purchasing role? Final say Specify Supplier Recommend Supplier No Role

3. What is your purchase timeframe? <1 month 1-3 months 3-6 months More than 6 months

4. What is anticipated budget? Less than $100,000 $100,000 to $500,000 Greater than $500,000

5. (Optional) custom question (i.e.,…) Current customer? Preference to receive

information? Biggest challenge?

NOTES: _______________

TIP - Standardizing Lead Qualification

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Good data in is GOOD data out!

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WHAT’S NEXT…

WHAT NEXT?

Adjust future shows based upon knowledge gained Show examples of different reporting results Report Product Interest Trends Report Audience Perception Before and After Report Good Show Results vs. Bad Show Results

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Measure, Measure, Measure

SURVEYS

Measure, Measure, Measure

SURVEYS

Develop Measurement Strategy and Plan• PLAN! Give yourself enough time

At least 3-4 weeks Determine sample source/size Determine methodology Define objectives Questionnaire based on objectives

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Know your measurement options and benefits

SURVEYS

Determine best methodology and sample source On-site booth exit survey Visitors Pre/Post attendee survey Attendee registration

database Post-show lead survey Leads/Badge swipes Sales conversion survey Leads/Badge swipes

Determine reporting and analysis options How will results be used?

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TACTICAL VERSUS STRATEGIC THINKING

SURVEYS

STRATEGY TACTICEnhance Brand; Increase Product Interest Demos/Theater Effectiveness

Align & Communicate with Targets Graphics & Messaging

Accelerate Sales/Feed Pipeline Leads Collection & Qualification

Create a Buzz Giveaways, Coffee Bar, “Edutainer”

Selective Attraction of Target Audience Booth Traffic & Lead Collection

Educate or Entertain Crowd Gatherer; Entertainer; Interactives


Pre-event Survey Metrics• Reasons for attending• Issues/challenges your organization is facing• Products interested in seeing• Likelihood to purchase• Awareness and association of products, brands, and

messages• Demographics (job title, industry, buying role)

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SURVEYS

2. Know your measurement options and benefits

Post-event Survey• Similar plan as the Pre- survey (plan, obtain sample

source, think through developing a great survey)• Ask same questions as on pre-event survey (if doing

pre/post)• Ask about event and exhibit experience

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SURVEYS


Post-event Survey Metrics• Exhibit Performance

Staff helpfulness and accessibility Quality and usefulness of information obtained What’s new/different Will help visitors do their job better Differentiated from the competition Buy more? Buy sooner? Net Promoter Score® Effectiveness of promotion

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SURVEYS


Post-event Survey Metrics• Attendee Activity and Profile

Time spent on show floor Other shows attended Other exhibit visited and actions taken Social media usage Media readership & viewership

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SURVEYS


On-site Survey Focus on booth experience & marketing communications

(messaging, areas visited, satisfaction, perception) Kiosk (self-administered) Personal interview (use professional interviewers) Paper, tablet, Web-based, mobile

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SURVEYS


Sales Conversion Survey Survey leads x months after show Email with link to online survey asking if they have:

Received follow-up from rep Purchased since the show? How much spent? From who? How much did show influence purchase? Other factors that influenced purchase?

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SURVEYS


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RFID & NFC


Radio Frequency Identification Behavioral analysis of visitors Virtually follow visitors throughout event

• Where they are going• Amount of time spent at booth areas• Identify who they are

Requires partnering with RFID company or developing your own system

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RFID

Area Y14% visited

20.8 mins each

Area A8% visited

32.7 mins each

Area C4% visited

9.5 mins each

Area W26% visited

12.7 mins each

Area Z6% visited

6.8 mins each

Area D19% visited

9.4 mins each

Area V36% visited

17.5 mins each

Area B3% visited6.0 mins each

Area U16% visited

12.7 mins each

IR12% visited

14.8 mins each


RFID

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RFID

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Near Field Communications Touching smartphones together to establish radio

communication Social aspects: sharing music, pictures, contact info Event aspects: checking in to sessions, requesting info at

your booth

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NFC


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NFC


Online Tools and Calculators

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http://roitoolkit.exhibitsurveys.net

www.exhibitforce.com

http://roitoolkit.exhibitsurveys.net/

http://roitoolkit.exhibitsurveys.net/

http://www.exhibitforce.com/


Online Tools and Calculators

42http://roitoolkit.exhibitsurveys.net

Quantitative versus Qualitative Measurement

Qualitative research involves analysis of data such as words (e.g., from interviews), pictures (e.g., video), or objects (e.g., an artifact).

Quantitative research involves analysis of numerical data.

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Choose the Right Measurement Approach

There is no “one-size fits all” approach Determine what’s most important to you What will your budget allow? What resources and bandwidth do you have available?

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Audit versus Survey

Audit: An objective review by an independent (and certified) auditor of registration data to objectively confirm the number of Exhibit Only and paid Conference Delegates who actually attended an event or trade show. The report by the auditor summarizes the data.

Source: The Exhibition and Event Industry Audit Commission (EEIAC) www.exhibitionaudits.org

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Audit versus Survey

Survey: Method used to collect in a systematic way information from a sample of individuals. A survey may focus on different topics such as preferences, behavior, or factual information, depending on its purpose. Since survey research is always based on a sample of the population, the success of the research is dependent on the representativeness of the population of concern

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Sample Source Visitors: Those who spend quality time in your

booth. Does not matter if they swipe their badge

Leads: Keep in mind, not every visitor swipes their badge. Are your leads really representative of your visitors?

Attendees: Randomly selecting from all registered attendees, regardless of if they visited your booth

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Sample Sources

Sample Size Reliable: statistically reliable and

projectable A larger sample size leads to increased

precision

Response Rates Surveys typically yield 5% to 25% response

rates. Varies by industry and source. Work backwards to ensure you have

enough completed surveys51

Sample Source – Response Rate

Confidence Interval & Level The confidence interval is the plus-or-minus

figure usually reported in newspaper or television opinion poll results.

The confidence level tells you how sure you can be. It is expressed as a percentage and represents how often the true percentage of the population who would pick an answer lies within the confidence interval. The 95% confidence level means you can be 95% certain; the 99% confidence level means you can be 99% certain. Most researchers use the 95% confidence level. 52

Confidence Interval

Pull it all together to measure!

What will you do differently to measure your event success? How will you go about it?

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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)

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What is the quality of your visitors? Are they decision-makers? Recommenders?

FINAL SAY: 32%SPECIFY: 29%RECOMMEND: 52%

2012: 84%

Question: What is your purchasing role? Final Say; Specify Supplier; Recommend Supplier 55


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?

2012: 9.1 hrs

Question: How many hours did you spend on the exhibit floor each day? [list show days] 56


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?

2012: 38%

Question: Select all years that you have attended this event [list last 4 years; first-time] 57


Exhibitors do a great job in selectively attracting the RIGHT people to their exhibit.

How successful are you in attracting the right people to your exhibit?

2012: 81%

Formula: % with product interest x % visited your exhibit58


Only about ½ of the visitors to an exhibit actually engage with staff.

What is your staff doing to qualify and have a meaningful engagement?

2012: 48%

Formula: % with product interest x % spoke with staff59


On average, based on potential audience, in 2012 it costs:

$191 to attract the right people to your exhibit

$300 to have staff engage with quality visitors

Based on Attraction and Efficiency scores x budget60

BOOTH EXIT SURVEY BENCHMARKS

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Question: Overall, rate your experience at the booth today?

(5-point scale, where 5 is excellent and 1 is poor)

81% rate 4 or 53% rate 1 or 2Avg rating: 4.2

Booth Exit Survey Benchmarks 62


Question: What were your main reasons for visiting the exhibit today?

To learn more about a product/brand 53%

To evaluate and compare products 26%

To find a solution 7%

To attend a pre-arranged meeting 6%

Just Curious/Was passing by 29%



Knowledge of products 4.4Ability to answer my questions 4.3

Interested in understanding my needs 4.3Accessibility 4.3

Question: Rate the booth staff based on the following criteria:




Overall appearance 4.4

Booth layout/Ease of finding what looking for 4.1

Information that’s relevant to your job 3.9

Amount of new info received 3.8

Question: Rate the exhibit based on the following criteria:




Question: How likely are you to recommend this exhibit to business friend or colleague?

(11-point scale, where 10 is Extremely Likely and 0 is Not At All Likely)


NPS+48%

• Post-show Attendee Survey Benchmarks & Norms:• Based on over 20,000 responses from random

samples of attendees (not leads) from over 35 exhibits and events in 2012

• “Blind” surveys – respondent does not which exhibitor(s) the surveys are for

• Web-based and 1st class mail surveys• Across various major industry segments

On-site Booth Exit Surveys• Conducted via personal interview • Comprised of over 5000 interviews conducted in

2012 at over 25 shows• Across major industry segments (mainly high-tech,

pharma, medical device mfgr, beverage mfgr)• Based on 200-400 visitor responses per exhibit per

study 67

Sam

ple

Ons

ite B

ooth

Exi

t Sur

vey

Additional resources: Microsite Measurement and Info:

http://visualrevenue.com/media/pdf/microsite-analytics.pdf http://blogs.webtrends.com/2009/12/microsites-are-not-the-worth-the

-effort-for-small-marketing-departments/ http://sensing.konicaminolta.us/infocomm-2012-test-tradeshow-micro

site/ Create events

http://www.facebook.com/help/events/create Promoting events on LinkedIn

http://www.socialmediaexaminer.com/10-tips-for-promoting-your-events-with-the-new-linkedin-events-tool-2/

Twitter for your event http://blog.hubspot.com/blog/tabid/6307/bid/17465/5-Must-Have-Mark

eting-Event-Success-Metrics.aspx#ixzz24NQUy5Fp Sample Size & Error Interval Calculator:

http://www.surveysystem.com/sscalc.htm

http://visualrevenue.com/media/pdf/microsite-analytics.pdf

http://blogs.webtrends.com/2009/12/microsites-are-not-the-worth-the-effort-for-small-marketing-departments/

http://blogs.webtrends.com/2009/12/microsites-are-not-the-worth-the-effort-for-small-marketing-departments/

http://sensing.konicaminolta.us/infocomm-2012-test-tradeshow-microsite/

http://sensing.konicaminolta.us/infocomm-2012-test-tradeshow-microsite/

http://www.facebook.com/help/events/create



http://blog.hubspot.com/blog/tabid/6307/bid/17465/5-Must-Have-Marketing-Event-Success-Metrics.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/17465/5-Must-Have-Marketing-Event-Success-Metrics.aspx

http://www.surveysystem.com/sscalc.htm

Thank you!

Jeff StanleyExhibitSurveys

Candance Johnson, CTSMExhibitForce.com

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july 30th – august 1st, 2013 mccormick place, chicago, il 1 candance johnson, ctsm sr. account...

Documents

measure measurement

event vendors

successful event

event look

measurement of event

measureable objectives

event marketing justification

agenda slide