Retaining existing customers - Exhibitor Satisfaction & Commitment (product, brand & service health check) Prepa

1. Retaining existing customers - Exhibitor Satisfaction & Commitment (product, brand & service health check) Prepared by Fusion Communications January 2011 www.fusion-communications.co.uk Fusion Communications 79 Clerkenwell Road London EC1R 5AR T. + 44 (0) 207 269 1750

2. Project Design

3. Update red Project Design • Web based survey (confirmit) – fieldwork started on • 110 responses used in this analysis – % response rate • Database emailed by UBM Live ( reminder sent) • Incentive to aid response (Prize draw – a Fortnum & Mason hamper) • Figures are 100% of total base unless otherwise stated

4. Screen shots of survey

5. Key Findings

6. Update red Key Findings Options expressed by Firex South exhibitors through the KPI measures and verbatim comments reveal that while the show scores well overall it is perceived to ‘fill the gap’ left by the scheduling of International Firex. The numbers of visitors attending has also prompted queries over the value of exhibiting which could potentially impact renewal. Only 6% agree strongly/ somewhat that exhibiting at Firex South delivers more leads than alternative marketing options. Lead expectation has a direct influence on satisfaction, going forward promoting the benefits of gaining market exposure and networking could assist in setting realistic expectations for return on investment. • KPI measures • 73% of exhibitors say that attending Firex North is either very or quite important to their business • 41% give Firex North an overall rating of excellent or good • 32% have totally achieved their objectives in exhibiting; 27% partially met them • 32% of exhibitors can be considered as faithful to Firex North; 50% as ‘Apostles’ • Net promoter score of -68 • None of the exhibitors regard Firex North as the preferred choice (key competitor is International Firex 55%) • 23% think Firex North is the best or better than most other trade shows • 4% have already rebooked for Firex North in 2011, with 64% very or quite likely to exhibit

7. Key Performance Indicators

8. Overall show rating Q. How would you rate Firex North overall? Base: All exhibitors (22)

9. Overall Show Rating– EXHIBITOR RATING (100) Rating based on 145 trade exhibitions (visitor research) Range of all scores = 27 to 72.2 Range of CMPi/UBM scores = 36 (Event UK 2010) to 67.5 (IFSEC 08)

10. Importance of exhibiting Q. Overall, how important is it to your business that you exhibit at Firex North? Base: All exhibitors (22)

11. Extent show met expectations (proxy measure for satisfaction) Firex North met or exceeded expectations of 23%of exhibitors (i.e. 23% were satisfied) Q. To what extent did this year’s show meet your expectations? Base: All exhibitors (22)

12. Comparison to previous shows 41% thought Firex North was better than previous ones they’d exhibited at 25% thought Firex North was worse than previous ones they’d exhibited at Q. And overall how does this year’s show compare to previous Firex North shows you’ve visited? Base: Exhibited Previously (12)

13. Likelihood of recommending the show Net Promoter Score: -68 Q. How likely is it that you would recommend Firex North to an industry colleague? Base: All exhibitors (22)

14. Explanation for Net Promoter Score Detractor: (those disappointed by the number of visitors and amount of leads) “Bad turn out of both exhibitors and attendees” “'Footfall was poor and interest in the stand minimal - despite putting out a press pack and sending out invites to over 600 fire protection companies” “Poor venue, worse parking both normal and for offloading, few visitors” Passive: (those disappointed with the number of visitors, but remain impressed with the quality of the show) “One bad year does not make a bad show. Other North shows have been good” “The level of visitors was not very high, although the quality was good” Promoter: (those who were able to meet fellow industry professionals and review emerging products) “It’s a great opportunity to meet industry professionals, review all product as well as see new and exciting technologies emerging within our market place.” “The level of exhibitors is good and it is representative of the industry” “I have already spoken to a couple of people at our sister company about the possibility of either a larger joint stand of 2 stands at the next event”

15. Extent objectives for exhibiting achieved Reasons for objectives not fully achieved centred around the profile of visitors (lack of UK visitors and decision makers): “The quality of people did not attend in the way that they had at Firex South” “Lack of relevant people attending the event, same old!” “Not enough visitors to generate enough sales leads” Q. Overall, to what extent were your objectives for exhibiting at Firex North achieved? Base: All exhibitors (22)

16. Attitudes to the show overall (gut feel) Q. Thinking generally of what you thought of this year’s show, to what extent would you agree or disagree with the following statements about Firex North? Base: All exhibitors (22)

17. Balance of opinion (agree/disagree) Tend to agree Tend to disagree We generate immediate sales from exhibiting at Firex North The event delivers more new leads than any other sales or marketing option Q. To what extent do you agree or disagree with the following statements about Firex North? Base: All visitors with an opinion of each

18. Likelihood of exhibiting Q. How likely are you to exhibit at Firex North in 2011? Base: All exhibitors (22)

19. Firex North vs. other industry events Q. How do you rate Firex North compared to the other industry events? Base: Those who have exhibited at other events (21)

20. VISITORS - Commitment

21. Commitment to Care Show Birmingham There are four levels of commitment • Devoted • These are the most committed and valuable visitors. They will: • Act as advocates for the show • Be more receptive to advertising • Visit the show in future (repeat visitors) • Visit fewer other shows • Be willing to pay to visit the show • Faithful • Quite loyal to the show but not as committed as entrenched visitors • Ambivalent • Uncommitted to the show and might not visit in future, some are actively considering alternatives • Wavering • Lowest likelihood of returning to the show • Small negative changes in their feelings about the show causes switching Commitment

22. Update mean scores The segments Mean: 12% 54% 28% 6% (103 shows) Base: All exhibitors (22)

23. Loyalty/satisfaction matrix Hostages 18% Apostles 50% High Loyalty (Behaviour) Mercenaries 2% Disaffected 30% Low Rating/Satisfaction (mind) High Low Base: All visitors (119)

24. OTHER - Research Results

25. Previous exhibiting experience Q. Which of the previous Firex North shows have you exhibited at? Base: All exhibitors (22)

26. Influences to exhibit Q. Which of the following influenced your decision to visit Firex North? Base: All exhibitors (22)

27. Objectives for exhibiting Q. What were your main objectives for exhibiting at Firex North? Base: All exhibitors (22)

28. Achievement as a result of exhibiting Q. More specifically, which of the following have you achieved as a result of exhibiting at Firex North? Base: All exhibitors (22)

29. Objectives vs. achievements Over achieved expectations Over achieved expectations Base: All exhibitors (22)

30. Number of visitors to the stand Q. Approximately how many people came on to your stand at Firex North? Base: All exhibitors (22)

31. Update Mean Expected business generated as a result of show Mean: expected business generated in next 12 months as result of show (those who gave an estimate removing ‘Not sure/ don’t know) = £ Q. As a result of exhibiting at Firex North, how much business do you expect to generate over the next 12 months? Base: All exhibitors (22)

32. Comparison of business generated Q. How do you expect this to compare to the last Firex North show you’ve exhibited at in terms of business generated? Base: Exhibited previously (12)

33. Importance of exhibition attributes Q. Thinking generally, how important are the following in the choice of which trade exhibition(s) you visit? Base: All exhibitors (22)

34. Performance of exhibition attributes Q. Listed below are a number of aspects of Firex North. Please rate each aspect listed below on a scale of excellent to poor. Base: All exhibitors (22)

35. Exhibition attributes – Importance vs Performance Strength/Monitor Exploit High Performance (% stating excellent or good) Fix Reconsider Low Low High Importance (% rating as very important) Q. How important are the following criteria in choosing which business exhibition(s) to exhibit at? Q. Please can you tell us how you would rate Firex North on each of the aspects listed.

36. Importance of exhibition attributes (cont.) Q. Thinking generally, how important are the following in the choice of which trade exhibition(s) you visit? Base: All exhibitors (22)

37. Performance of exhibition attributes (cont.) Q. Listed below are a number of aspects of Firex North. Please rate each aspect listed below on a scale of excellent to poor. Base: All exhibitors (22)

38. Exhibition attributes – Importance vs Performance Strength/Monitor Exploit High Performance (% stating excellent or good) Fix Reconsider Low Low High Importance (% rating as very important) Q. How important are the following criteria in choosing which business exhibition(s) to exhibit at? Q. Please can you tell us how you would rate Firex North on each of the aspects listed.

39. Importance of brand qualities Q. Thinking generally, how important are the following qualities in a trade exhibition? Base: All exhibitors (22)

40. Performance of Firex North (brand qualities) Q. Listed are a number of values that could be used to describe Firex North. Which, if any, do you think apply to the show? Base: All exhibitors (22)

41. Exhibition qualities – Importance vs Performance Strength/Monitor Exploit High Friendly Professional Educational Performance (% stating excellent or good) Respected Enjoyable Market leading Distinct Practical Prestigious Prestigious Inspirational Dynamic Exciting Innovative Fix Reconsider Low Low High Importance (% rating as very important) Q. How important are the following qualities in a trade exhibition? Q. Which, if any, do you think apply to the show? Base: All exhibitors (22)

42. Attitudes PRIOR to the event Q. To what extent do you agree or disagree with the following statements about the service you received from the Firex North team PRIOR to the event. Base: All exhibitors (22)

43. Balance of opinion (agree/disagree) Tend to disagree Tend to agree (strongly) Q. To what extent do you agree or disagree with the following statements about the service you received from the Firex North team PRIOR to the event. Base: All exhibitors (22)

44. Attitudes DURING the event Q. To what extent do you agree or disagree with the following statements about the service you received from the Firex North team DURING the event. Base: All exhibitors (22)

45. Balance of opinion (agree/disagree) Tend to disagree Tend to agree (strongly) Q. To what extent do you agree or disagree with the following statements about the service you received from the Firex North team DURING the event. Base: All exhibitors (22)

46. Firex North website use Q. Have you visited the Firex North website? Base: All exhibitors (22)

47. Website attributes’ ratings Suggestions surround the marketing of the exhibition and website design: “It should be separate from the other Firex sites” “Promot(e) the FIREX North event before the FIREX South event had finished” Q. How would you rate the website overall? Base: Website visitors (21)

48. Satisfaction with onsite contractor services Q. Listed below are a number of ONSITE services at this year’s show. Please can you tell us how satisfied you were with each of these onsite services. Base: Those who have experienced each service

49. Suggestions for improvement • Suggestions for improvements have been limited but include: • “... involve the FIA as the industry association in the event” • “Maybe a different venue, as not sure how Manchester worked as visitor numbers appeared to be down” • “Avoid half term dates and a central Manchester location. The visitors that we needed to see would have driven to the exhibition, had it been more accessible by car/van” • “Could be more exciting” • “Press opportunities were very late in being publicised, and some of the web links didn't work in this area until almost the date of the exhibition” Q. What improvements or changes, if any, would you suggest for Firex North in the future? Base: All exhibitors (22)

50. Industrycompetitors