Candance Johnson, CTSM Sr. Account Executive ExhibitForce.com

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 • 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 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

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 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 decisions.

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

2. Set realistic and measureable objectives to make better informed investment decisions.

3. Build strategies aligned with stakeholder vision, goals and objectives.

Know your options and benefits.

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. 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 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

Know your options and benefits. LEADS SIMPLE

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 benefits. Good data in is GOOD data out!

Know your options and benefits.

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, Measure SURVEYS

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 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 benefits SURVEYS TACTICAL VERSUS STRATEGIC THINKING

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 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 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 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 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 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 benefits RFID & NFC

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 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 benefits RFID

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 benefits NFC

Know your measurement options and benefits • Online Tools and Calculators http://roitoolkit.exhibitsurveys.net www.exhibitforce.com

Know your measurement options and benefits • Online Tools and Calculators http://roitoolkit.exhibitsurveys.net

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 • 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: 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 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 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

Candance Johnson, CTSM Sr. Account Executive ExhibitForce.com