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Measurement - How to Start!. Candance Johnson, CTSM Sr. Account Executive ExhibitForce.com. Jeff Stanley Executive Director Exhibit Surveys, Inc. Red Diamond Congress July 31, 2013. OVERVIEW: WHY MEASURE .

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slide1

Measurement - How to Start!

Candance Johnson, CTSM

Sr. Account Executive

ExhibitForce.com

Jeff StanleyExecutive Director

Exhibit Surveys, Inc.

Red Diamond Congress

July 31, 2013

overview why measure
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.
measurement how to start agenda
Measurement – How to StartAgenda
  • 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
slide4
Step 1. Document and quantify the role and value of your event programs with internal stakeholders. (Executive, Sales and Marketing)
  • Create list of stakeholders
    • Executives/Leadership
    • Marketing
    • Sales
    • Product Managers
    • Sponsors
1 stakeholders
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.

2 set realistic and measureable objectives to make better informed investment decisions1
2. Set realistic and measureable objectives to make better informed investment decisions.
  • Management is telling you measure, but not how to measure it. 
  • And if not, measure anyway!
2 set realistic and measureable objectives to make better informed investment decisions2
2. Set realistic and measureable objectives to make better informed investment decisions.
  • How Do You Measure Exhibit Performance?
  • Number of Leads/Badge Scans
  • Sales
  • Surveys
  • RFID
  • Observations
  • I do not measure exhibit performance
  • Other
2 set realistic and measureable objectives to make better informed investment decisions3
2. Set realistic and measureable objectives to make better informed investment decisions.

Clear picture of expectations provides a spring board for effective strategy!

know your options and benefits2
Know your options and benefits.

LEADS

How satisfied are you with your lead collection process?

Thumbs UP; Thumbs DOWN

2 know your options and benefits
2. Know your options and benefits.

LEADS

  • Develop a lead strategy
  • Lead Quality
    • Simple standardized qualification questions
    • Ask those questions
    • Make notes to refer to later
    • Import into CRM
know your options and benefits3
Know your options and benefits.

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
tip standardizing lead qualification
TIP - Standardizing Lead Qualification
  • Select products/solutions are of interest?
    • List major categories or brands
  • What is your purchasing role?
    • Final say
    • Specify Supplier
    • Recommend Supplier
    • No Role
  • What is your purchase timeframe?
    • <1 month
    • 1-3 months
    • 3-6 months
    • More than 6 months
  • What is anticipated budget?
    • Less than $100,000
    • $100,000 to $500,000
    • Greater than $500,000
  • (Optional) custom question (i.e.,…)
    • Current customer?
    • Preference to receive information?
    • Biggest challenge?
  • NOTES: _______________
know your options and benefits5
Know your options and benefits.

Good data in is GOOD data out!

what s next
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
measure measure measure1
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
know your measurement options and benefits
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?
know your measurement options and benefits1
Know your measurement options and benefits

SURVEYS

TACTICAL VERSUS STRATEGIC THINKING

know your measurement options and benefits2
Know your measurement options and benefits

SURVEYS

  • 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)
2 know your measurement options and benefits
2. Know your measurement options and benefits

SURVEYS

  • 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
know your measurement options and benefits3
Know your measurement options and benefits

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
know your measurement options and benefits4
Know your measurement options and benefits

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
know your measurement options and benefits5
Know your measurement options and benefits

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
know your measurement options and benefits6
Know your measurement options and benefits

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?
know your measurement options and benefits8
Know your measurement options and benefits

RFID

  • 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
know your measurement options and benefits9
Know your measurement options and benefits

RFID

Area A8% visited 32.7 mins each

Area D19% visited 9.4 mins each

Area C4% visited9.5 mins each

IR12% visited 14.8 mins each

Area B3% visited6.0 mins each

Area U16% visited 12.7 mins each

Area W26% visited12.7 mins each

Area Y14% visited 20.8 mins each

Area Z6% visited6.8 mins each

Area V36% visited17.5 mins each

know your measurement options and benefits11
Know your measurement options and benefits

NFC

  • 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
know your measurement options and benefits13
Know your measurement options and benefits
  • Online Tools and Calculators

http://roitoolkit.exhibitsurveys.net

www.exhibitforce.com

know your measurement options and benefits14
Know your measurement options and benefits
  • Online Tools and Calculators

http://roitoolkit.exhibitsurveys.net

quantitative versus qualitative measurement
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.
choose the right measurement approach
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?
audit versus survey
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

audit versus survey1
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

sample sources
Sample Sources
  • 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
sample source response rate
Sample Source – Response Rate
  • 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 surveys
confidence interval
Confidence Interval
  • 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.
pull it all together to measure
Pull it all together to measure!
  • What will you do differently to measure your event success?
  • How will you go about it?
use metrics in your everyday strategy
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)

use metrics in your everyday strategy1
Use Metrics In Your Everyday Strategy

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

use metrics in your everyday strategy2
Use Metrics In Your Everyday Strategy

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: 9.1hrs

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

use metrics in your everyday strategy3
Use Metrics In Your Everyday Strategy

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]

use metrics in your everyday strategy4
Use Metrics In Your Everyday Strategy

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

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

2012: 81%

Formula: % with product interest x % visited your exhibit

use metrics in your everyday strategy5
Use Metrics In Your Everyday Strategy

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 staff

use metrics in your everyday strategy6
Use Metrics In Your Everyday Strategy

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 budget

use metrics in your everyday strategy7
Use Metrics In Your Everyday Strategy

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

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

81% rate 4 or 5

3% rate 1 or 2

Avg rating: 4.2

Booth Exit Survey Benchmarks

use metrics in your everyday strategy8
Use Metrics In Your Everyday Strategy

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

Booth Exit Survey Benchmarks

use metrics in your everyday strategy9
Use Metrics In Your Everyday Strategy

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

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

Booth Exit Survey Benchmarks

use metrics in your everyday strategy10
Use Metrics In Your Everyday Strategy

Question: Rate the exhibit based on the following criteria:

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

Booth Exit Survey Benchmarks

use metrics in your everyday strategy11
Use Metrics In Your Everyday Strategy

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%

Booth Exit Survey Benchmarks

slide67

Post-show Attendee SurveyBenchmarks & 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
slide69

Sample

Onsite Booth Exit Survey

slide71

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-microsite/
    • 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-Marketing-Event-Success-Metrics.aspx#ixzz24NQUy5Fp
    • Sample Size & Error Interval Calculator: http://www.surveysystem.com/sscalc.htm