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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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Candance Johnson, CTSM
Sr. Account Executive
ExhibitForce.com
Jeff StanleyExecutive Director
Exhibit Surveys, Inc.
Red Diamond Congress
July 31, 2013
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.
Clear picture of expectations provides a spring board for effective strategy!
LEADS
How satisfied are you with your lead collection process?
Thumbs UP; Thumbs DOWN
LEADS
LEADS
Good data in is GOOD data out!
SURVEYS
SURVEYS
SURVEYS
SURVEYS
SURVEYS
SURVEYS
SURVEYS
SURVEYS
SURVEYS
RFID
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
NFC
http://roitoolkit.exhibitsurveys.net
www.exhibitforce.com
http://roitoolkit.exhibitsurveys.net
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
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
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)
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
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]
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]
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
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
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
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
Question: What were your main reasons for visiting the exhibit today?
Booth Exit Survey Benchmarks
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
Question: Rate the exhibit based on the following criteria:
(5-point scale, where 5 is excellent and 1 is poor)
Booth Exit Survey Benchmarks
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
Post-show Attendee SurveyBenchmarks & Norms:
Onsite Booth Exit Survey