Visitor ROI

1
Visitor ROI

• Inside the Mind of the Visitor

2
Measured ROI

• Whats in it for me?
• Stated
• See new things
• Network
• Get a quick overview
• Meet suppliers
• Find new suppliers

3
Not Measured ROI

• After probing
• Get away from the office mayhem
• A chance to recharge
• To catch up with old friends
• A break from the norm
• Non threatening
• Serendipity

4
Change Growth

• 80 of visitors to trade shows are in growing
  businesses v 40 norm
• The whole point of a show for a visitor is to be
  a catalyst for, and a nurturer of change growth
  
• STATUS QUO DOESNT NEED A SHOW

5
Motivationto leave the office for a trade show
needs a HIGH level of motivation / drive
Stay in the Office
Push
Pull
Pressure / workload / speed of change / internet
increasing this Stay at desk syndrome
External Pull Market Pull (exhibitors)
Internal Push Corporate / Cultural Push
6
Motivation
Emotional (often irrational and yet highly
powerful) Rational
7
Externally motivated visitors tend to enjoy the
experience less Have more resistance
Internally motivated visitors make the most of
their day whatever the circumstancesPart of
their routine
8
Majority (75-85)Dont Know What They Are
Looking For Specificallyif you dont know
where youre going, how will you know when you
get there?
9
Satisfaction

• Those most satisfied set out with a purpose and
  achieve it
• This is when ROI is high 4 out of 5

10
Problem

• Majority dont know what they are looking for and
  therefore dont really know if theyve found it
• So ratings are ambivalent 3 out of 5
• Lots of yes it was fine no nothing wrong as
  expected
• They also see things in terms of their problem
  not their solution

11
Impact on Exhibitor ROI

• Halls full of visitors who dont really know why
  theyve come and what they want are difficult to
  engage and sell to

12
Paradigm Shift

• Create a new category for b2b live events
• Re-invent them

13
A SolutionHelp visitors to identify and then
discover what they are looking forSpace To
Think
14
Space To Think A LAYOUT
15
Lift Immerse

• Relaxing / Energising
• Art / Books / Images / Music / Hospitality
• Inspirational speakers
• Facilitators coaches / experts
• By product is deep level research which can
  unlock the needs of the audience for future event
  development
• Show guides

16
Current speed of change means three types of
business people have emerged Fit, excited,
challenging, leaders of change who have outgrown
the current trade format Fit, excited,
challenging, leaders of change who accept the
current trade format Bewildered, overwhelmed
people who are too tired to care and too busy to
go can exist at any level in an organisation
17
Big Changes

• Satisfy all types by changing central proposition
  create new category
• from buying and selling (increasingly easy)
• to creativity and innovation(increasingly
  difficult)
• Knowledge Exchange

18
If you dont like change, youre going to like
irrelevance even less Tom Peters