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

Reporting Facts and Relevant Post Show Data

Marc L. Goldberg, CMEmarketech360

How was the show?

Great! Our exhibit was packed every day. The giveaway really

worked!

But, if you responded

Leads generated: 35 “A” leads, 75 “B” leads, 125 “C” leads

Visual reach: 12,500 visitors were visually reached by the exhibit. With a budget of $150,000, our cost per person reached was

$12.00 Demonstrations:

1500 demonstrations – budget $5,500 or $3.66 per visitor reached by a demonstration

The maybe syndrome

Gut feel and the “maybe syndrome” don’t work!

This all presupposes

You set objectives

Reporting the facts

Objective Measurement Tools

Increased Brand awareness & preference

Audience size & qualityAudience perceptionPress impactCompetitors’ presence

Show demographics & worksheetsPost show surveyPress impression analysisCompetitive audit

Increased demand generation Lead quality & quantityReduced cost per leadReduced sales cycle

Lead analysisPost show analysisDatabase tracking

Improved brand consistency Improved awareness and perception metricsImproved process and tools

Post show surveyCompetitive auditEvent manager satisfaction survey

Analysis by slicing & dicing

A,B,C leads – number in each category Job titles i.e., buying potential Geographic origin analysis Company activity analysis Annual marketing budgets Product type Occupation Actions – next steps

Potential Return on Investment

101 qualified leads 101 qualified leads with a potential value of $750,000 And your investment was $65,000 Now….. You can generate Potential ROI

11.53:1

Return on product demonstrated

What is the cost to conduct the demo? How many demos were conducted? Cost per person reached? Use the lead card as a survey… then you can generate

potential and Potential ROI on the demonstration investment

Impact of a live presentation

Investment in the live presentation Number of visitors participating Capture information about their inclination to buy or

recommend as a result of the live presentation Now…Potential ROI on the live presentation investment

Results from a hospitality

Investment in the hospitality? Number of current customers / prospects participating New business uncovered? Now…Potential ROI on the hospitality investment or Actual value of new business generated

Show Audit

Attendee profile demographics Unique visitations Total number of visits Total attendance

Quantitative metrics

Budget vs. Actual Cost per person reached – hospitality Cost per contact Cost per potential visitor Cost per touch Cost per impression – sponsorship Cost per lead

Writing orders – cost per written order Actual ROI Cost per person reached – live theatre Cost per recruited person Cost per person demonstated Brand impressions Cost per person reached – physical

Final report

Potential business Attendees – quality and quantity Demonstrations Promotions Competitive intelligence Media Customer Feedback Sessions attended Trends Recommendations

post show report

AACE 2007American Association of Clinical Endocrinologists

http://www.aace.com

Washington State Conv. & Trade CenterSeattle, WA

April 11-15, 2007

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AACE 2007

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ABC Pharma Corporate and Brand PresenceABC Pharma’s presence was felt at many different touch points throughout the five day meeting. Products were visible via pre-show sponsorships of the meeting planner, daily show news, and symposium. At-show presence was marked by the inaugural of the new exhibit. The booth was positioned front and center for all convention attendees, as they entered the exhibit hall, to see and experience. Highlights include:

• The dramatic LED wall welcomed all attendees to the hall, the expo, the city and to the new ABC Pharma exhibit.• Exhibit staff used the e-detail e-detailing and lead system captivating individual HCPs as well as large groups for an average of 5minutes 52seconds.• Large 6 foot ABC Pens™ and DEF Pens™ were displayed at front of exhibit.• Large scale imagery and branding graphics were displayed through out the booth.• Medical Affairs - Staffed by 3 MSLs• Hospitality Bar - Whole fruit served with ABC Pharma branded water bottles.

Show Background • AACE is a professional community of Clinical Endocrinologists that is committed to transforming the lives of

patients by enabling one another to practice leading edge, proactive, ethical and cost-effective medicine.• The 16th Annual meeting is structured to provide relevant clinical information for the practicing endocrinologist. • 70 exhibiting companies• Conference Theme: Scaling the Heights of Endocrinology

Show DemographicsThe following data is consistent from 2005-07:

• Clinical Endocrinologists make up 90% of the total attendance

• International visitors account for 16-18% of the total attendance.

AACE Convention Attendence

CECE

CE

HCPHCP

HCP

0

200

400

600

800

1000

1200

1400

1600

2007 2006 2005Chicago BostonSeattle

123214331329Totals

200242207I nt’l I ncluded

120144163HCP

111212891166Clinical Endo

200520062007Attendee

123214331329Totals

200242207I nt’l I ncluded

120144163HCP

111212891166Clinical Endo

200520062007Attendee

AACE 2007

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Resu

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2007 Goal Goal Description Goal Actual % of TargetAchieved

e-detail E-details

Total leadscollected

200 179 90%

Valued Interactions Contain field targets, class prescribers,

and influencer

N/A 131 N/A

Completion Rate Interaction was a full portfolio detail

90% 78% 87%

Opt-In PercentageABD MedLink

% who subscribe to online services

70% 43% 61%

Interaction Time Average time perInteraction

4min 5min 52sec 146%

Medical Area Total ePIRs collected

35 30 86%

DonationExperiences

Total donationsGiven

200 144 72%

CME Symposium Attendees 300 289 96%

e-detail Results This “Return on Interaction” system was able to provide real time results with the ConventionLinkDirect! reporting. In addition to the above goals set e-detail was able to:

• Create “in-booth sales calls”• Encourage convention follow-up via field sales• Post-show – provide true ROI calculation for cost

evaluation after show

Measurable Data HistoryAACE marked not only the major debut of the new exhibit but of a new comprehensive system for key meetings. Up to this point ABC Pharma employed the use of association-issued lead scanners. These scanners were located within all product areas and medical affairs where attendee’s badges were scanned for basic info. Although tracking was possible for each product group; the system could not establish the following:

• Quality of interaction – message delivery with consistency and clarity.• Real time flagging of physicians presence on target list• Average time spent with ABC Pharma representative e-detail Pen Pod

AACE 2007

0

20

40

60

80

100

120

Diabetes 72 15 18

Product B 31 12 7

Day 1 Day 2 Day 3

Interaction Percentage Breakdown

CE76%

HCP11%

I nt'l14%

50

18

121

58

30

111

0 50 100 150

Diabetes

Product B

MedicalAffairs

2006 2007

2007/2006 Lead ComparisonThe total number of leads in 2007 increased compared to 2006 despite the decrease in total meeting attendees.

Inte

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Resu

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Totals

Norditropin

Diabetes

Area

136

45

91

CE

19

6

13

HCP

24

7

17

I nt’l

179

58

121

Totals

Totals

Norditropin

Diabetes

Area

136

45

91

CE

19

6

13

HCP

24

7

17

I nt’l

179

58

121

Totals

Traffic FlowConsistent with previous traffic flow patterns, Diabetes declined 80% the second day of exhibits, and Product B® decreased 70%. Nearly 60% of all leads were captured on the first day of the show.

AACE 2007

53%

45%

2%Diabetes Interactions

Product B® Interactions 22%

73%

5%

DonationA donation experience was offered to each HCP that participated in the e-detail interaction. HCPs were offered the opportunity to contribute to one of the following three charities: Save the Children , Project HOPE, and Puget Sound Neighborhood Health Centers

Donation Breakdown

Project Hope42%

Save the Children

37%

Neighborhood HC

14%

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Description Results

Total Interactions 121

Valued Interactions* 94

Completion Rate 84%

Opt-In PercentageNovo MedLink

44%

Interaction Time 6min 30sec

Description Results

Total Interactions 58

Valued Interactions* 37

Completion Rate 64%

Opt-In PercentageABC MedLink

42%

Interaction Time 4min 34sec

2Influencer

42Class Prescriber

50Field Target

AmountDiabetes Valued I nteractions

2Influencer

42Class Prescriber

50Field Target

AmountDiabetes Valued I nteractions

2Influencer

27Class Prescriber

8Field Target

AmountNorditropin Valued I nteractions

2Influencer

27Class Prescriber

8Field Target

AmountNorditropin Valued I nteractions

AACE 2007

Category Cost % of Total Spend 2006 Comparison

Booth Space $59,800 20% $57,200

Lead Retrieval $27,880 9% $1,955

Show Services $158,500 53% $163,470

Booth Campaign $10,500 4% $39,030

Sponsorship $42,720 14% $89,027

TOTAL SHOW $299,440 100% $350,682

Show Cost AnalysisC

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Sponsorship Reach Cost Cost per

Product A - Meeting Guide & Planner 1329 Attendees $10,550 $7.94

Product C - Daily News Preview 1329 Attendees $7,235 $5.44

Product B® - Journal Ad 1329 Attendees $9,415 $7.08

Product B® - Dr. Bag Window Insert 1329 Attendees $15,520 $11.68

Sponsorship Costs Summary

Cost ComparisonThere was a 15% total cost savings in 2007 compared to 2006, despite adding 250 sqft. of exhibit space.

• Booth campaign and lead retrieval costs are noticeably different due to new

program changes.• 2007 Cost per Lead was $156

compared to $12 spent in 2006 per lead which was a 92% cost increase.

$0 $100 $200 $300 $400

2006

2007

Thousands

Booth Space

Lead Retrieval

Show Services

Booth Campaign

Sponsorship

AACE 2007

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Company Booth Size 2007 Booth # Booth Size 2006 Activities

ABC Pharma 40’ x 40’ 706 30’ x 45’ Hospitality Bar,Patient Focus

Comp 1 30’ x 30’ 730 20’ x 20’ Scrolling graphic sales aids

Comp 2 30’ x 30’ 723 30’ x 40’ Water bottle, Sunchip giveaway

Comp 3 40’ x 40’ 302 30’ x 40’ Self-detailing stations

Comp 4 20’ x 40’ 716 20’ x 20’ Laser engraved items

Comp 5 30’ x 30’ 503 n/a n/a

Comp 6 n/a n/a 10’ x 20’ n/a

Highlighted Competition

Competitor 1• One’s 20x30 exhibit was extremely crowded with both staff and property. The exhibit was

dark, which did not make it very inviting. • They had 13 staff working the convention, including several Ambassadors to assist with traffic

flow.• One also promoted Genotropin and Lyrica in this exhibit.

Competitor 2• The 30x30 exhibit was mostly open and inviting. They were not visible from the front of

the hall due to the ABC Pharma LED signage. • They had four selling stations with staff positioned near them at all times. Two devoted to

Lantus and two allocated to Apidra. • Their staff dressed in business attire appeared primarily reactive and did not proactively engage HCPs.• The core promotional piece was a Rx pad.

AACE 2007

Competitor 3• The exhibit was similar in structure and color combinations to those observed at past events.• Four selling stations were arranged on the exhibit corners utilizing 42” plasma screens to

display product information. Virtually no one was observed viewing them nor did the staff use them in their dialogues.

• Three stations were dedicated to Three.• Exhibit staff tended to use the print materials to emphasize specific points while

communicating with attendees.

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• Innovative and inviting custom exhibit property• High-tech e-detail e-detailing stations at aisles• Large-scale replicas of ABC Pens™ and DEF Pens™ • Hospitality area served branded bottled water and whole fresh fruit• Donation opportunity• Branded giveaways

Debut Exhibit Layout & Photos

• Exhibit was positioned at the only entrance to the Washington Convention Center’s exhibition hall.

• The LED message screen welcomed attendees to the ABC Pharma experience providing a hierarchy of messaging.

• The location was sufficiently set back from the doors to avoid the “zoom-past-fast” syndrome that is normally associated with this location.

• The refreshment station was centrally located and encouraged access to detail and messaging areas.

• Larger than life graphics that were eye-catching and provided effective hierarchy of messaging for the visitors.

• Exhibit was open and inviting with 11 interaction areas without overcrowding.

• Medical Affairs area was able to achieve the separation / identity from the rest of the booth with it’s position along a convex curved wall.

• Integrity of design was not compromised and traffic flow was enhanced.

AACE 2007

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Partner Evaluation Summary

What Worked• The LED screen was very attracting and set the environmental mood of “change” and innovation. • Smaller, pedestal type demonstration/presentation stations • Pods to accommodate overflow from one station to another.• Branded towers on two sides of the exhibit supplemented with individual stations. This allowed the staff to engage visitors on all four sides of the exhibit.• The refreshment station that was integral to the flow of the exhibit providing access to detail and messaging areas.• Larger than life graphics that were eye-catching and provided for effective hierarchy of messaging for the visitors.• Open and inviting environment

What Needs Attention / Recommendations• Have adequate staff for the number of demo stations offered• Create graphics that are benefit statement oriented vs. reprints of sales aids.• Have enough staff to act as floaters to pick up attendees who stop for a refreshment .• Make sure there is time set aside before the meeting/expo opens for every representative to walk through

and get comfortable with the One World presentation.• Reduce the number of MSL personnel commiserating within the space for Medical and Scientific Affairs.

Transmitting the report of findings

Keep your target in mind Keep it as short as possible and still tell the story Use both charts, graphics and prose Deliver and present it in person, if possible Organize a post show briefing

Deliver the results in person Make the debrief the foundation for the next event

Trade Show Work!

When you,Plan Completely

Execute Aggressively and EnthusiasticallyFollow-up Thoroughly