Trade Show Measurement and Results

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Trade Show Measurement and Results

• Marc Goldberg, CME

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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

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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

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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

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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

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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

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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

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• 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

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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

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Qualitative Measurements

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

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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.
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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?

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Hospitalities
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Cost Per Metrics

• COST PER
• Impression
• Reach
• Person
• Sale

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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
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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
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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

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• 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

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Using Surveys to Measure

• Post event attendee surveys
• Pre/Post event surveys
• Intercept
• Sales conversion surveys

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Post Event Attendee Surveys

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

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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

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• 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

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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

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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.
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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
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Trade Shows Work

• Plan Completely
• Execute Aggressively
• Follow-up Thoroughly

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• 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