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Michael Seymour

Michael Seymour. Stephanie Coupland. baby boomer. millennial. Measurement: Climbing the Mountain. Learning Objectives. Understand the benefits of measurement to your company, trade show program, and career Identify the best metrics for your program’s performance

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Michael Seymour

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  1. Michael Seymour Stephanie Coupland baby boomer millennial

  2. Measurement: Climbing the Mountain

  3. Learning Objectives • Understand the benefits of measurement to your company, trade show program, and career • Identify the best metrics for your program’s performance • Select the measurement tools and resources that deliver relevant metrics • Prepare a measurement strategy for your next show

  4. Objective #1: Understand the benefits of measurement to your company, trade show program, and career

  5. What is your “why”?

  6. Objective #2: Identify the best metrics for your program’s performance

  7. Objective #3: Select the measurement tools and resources that deliver relevant metrics

  8. 1. Key message recall 2. Brand perception 3. Educational value 4. Staff performance 5. Exhibit experience 6. Unique visits 7. Demo participation 8. Resource allocation 9. Intent to purchase 10. Product recognition 11. Sponsorship effectiveness A. Lead retrieval tool B. RFID C. Exit survey D. Exhibit audit E. In-booth survey

  9. Metrics: Key message recall Intent to prescribe product Brand perception Tool: Exit survey

  10. 2009 24,000 square foot booth 62 antennae 800 staff 2008 32,000 square foot booth 65 antennae 1,000 staff 9,845 unique visitors 2007 28,000 square foot booth 25 antennae 1,200 staff 9,000 unique visitors

  11. Metrics: Unique visits Demo participation Resource allocation Product placement Tool: RFID In-booth surveys Post-show surveys

  12. Metrics: Brand perception Educational value Staff performance Exhibit experience Tool: Exhibit audit Lead retrieval Exit survey

  13. Metrics: Intent to purchase Product recognition Sponsorship effectiveness Staff performance Exhibit experience Tool: Exhibit audit Exit survey Lead retrieval

  14. 1. Spin-to-Win/ Monitors a b 2. Lift Labs a a 5. Gaming b b c c a a 6. Dell Product Table 7. Unified Work Space b b a a b b This counter was here Days 2 & 3 3. Briggo 4. Mark Mann c c

  15. Metrics: Attendee interaction Attendee engagement Intent to purchase Brand perception Product knowledge Tool: Lead retrieval RFID Exit survey

  16. 5. Exhibit experience C, D, E 6. Unique visits B 7. Demo participation A, B, C, E 8. Resource allocation A, B, C 9. Intent to purchase C, E 10. Product recognition C, E 11. Sponsorshipeffectiveness C, E • Key message recall C, E 2. Brand perception C, E 3. Educational value C, E 4. Staff performance C, D, E A. Lead retrieval tool B. RFID C. Exit survey D. Exhibit audit E. In-booth survey

  17. What are 3 of the best metrics to measure your program’s performance?

  18. What are the measurement tools and resources that you can use to deliver those metrics?

  19. Objective #4: Prepare a measurement strategy for your next show

  20. Thank you! mseymour@3dexhibits.com scoupland@3dexhibits.com

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