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7 Ways to Improve Exhibitor ROI…a data-driven method
Our SpeakerJonathan “Skip” Cox
CEO & President, Exhibit Surveys
Our ModeratorJohn Gallagher
Group Vice President,Naylor Event Solutions
2015 Webinar Series
©Copyright Exhibit Surveys, Inc. All Rights Reserved 2014
Gap Between Attendee & Exhibitor Value Ratings
3.5
3.73.8 3.8 3.8
3.73.8
4.0 4.0 4.0
3.3 3.3 3.3 3.33.4
3.53.6
3.5 3.53.6
2.5
3.0
3.5
4.0
4.5
5.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Attendee Value* Exhibitor Value*
* Exhibit Surveys, Inc. all-show averages. Mean based on 5 point scale where 5 = Excellent and 1 = poor.
Gap in Net Promoter® Scores
Attendee NPS vs. Exhibitor NPS
* Exhibit Surveys, Inc. All-show Average
The Net Promoter® Score is a trademark of F. Reichheld, Bain & Co., and Satmetrix.
0
10
20
30
40
50
2012 ESI Average*2013 ESI Average*
2014 ESI Average*
+5 +17 +18
+40 +42 +45
Exhibitor NPS
Attendee NPS
30K View of the Anchor Exhibitor’s Decision-making Process – Put Yourself in the Exhibitor’s Shoes
Key Strategic Elements of Exhibit Planning and Management
Exhibit Strategy: Alignment w/
Business Objectives
Show Selection and Investment
Optimize Tactical Drivers of ROI/ROO
Lead Gen and Follow-up
Measure: Assess and Improve
For most small and medium exhibitors, lead generation is their primary objective.
Marketing
Brand & New Product Introduction, Awareness
Brand Perception, Evolution & Competitive Differentiation
PR/Media Generation
Sales
Lead Generation
Customer Relationship Building
Customer Education
Research
Industry Intelligence Gathering
Competitive Analysis
Voice of Customer Capture
Partnering
Potential Partners Identification
Partner Relationship Building
Employee Recruiting
The Anchor Exhibitor’s Success Criteria
6
But for anchor exhibitors, objectives are typically
more complex
7 Ways Organizers can Improve Exhibitor ROI
#1 The “Fit” Analysis:Deliver Good Attendee & Exhibitor Alignment
Attendees Fit? Exhibitors
Are the… Job titles/functions represented= or
Job titles/functions most important to exhibitors
Are the… Types of businesses represented= or
Types of businesses most important to exhibitors
Are the…Products attendees are most interested in seeing
= or
Products being presented on the show floor
Use Alignment Data to Target Attendee Segments…and attract the businesses and titles most important to exhibitors.
#1 The “Fit” Analysis:Deliver Good Attendee & Exhibitor Alignment
Exhibitor Ratings Attendee Profiles
EXPECTATION: PERCEPTION: ACTUAL: POTENTIAL:
Job Title/Function
Extremely or Very
Importantto Reach
(%)
Extremely or Very Satisfied with
Audience Delivered
(%)
Current Attendee
Profile(%)
Non-Attendee Database Profile
(%)
Director 81 28 6 20
Engineer 64 26 5 4
Program Administrator 63 25 9 16
Supervisor/Manager 61 29 12 15
Use Alignment Data to Deliver the Right Audience…
and drive value for exhibitors.
81% Average
48% Average
What Drives Exhibitor ROI?
©Copyright Exhibit Surveys, Inc. All Rights Reserved 2014
The Exhibit Performance Model
#2 From Net Attendance to Potential Audience: Document Potential ROI
Document exhibitor’s potential for ROI
Provide specific product interest, buying influence, buying plans, job function, type of business data, etc.
Consider documenting annual buying power of attendees
#3 Exhibit Attraction:Set Realistic Expectations & Help Exhibitors Plan
Attracting their Potential Audience
Size of exhibit - proportionate to size of potential audience
Marketing Promotion Opportunities (MPOs)* - key drivers in selectively attracting prospects
Attention-Getting Techniques – must “selectively” attract target.
* For example, sponsorships, list rental, directory advertising, signage, etc.
Provide Tools:Estimate Level of Investment Justified & Potential for ROI
http://roitoolkit.exhibitsurveys.net
The Consultative Sale: Enabling exhibitors to make data-driven investment decisions.
#4 Staff Engagement:Provide an Environment Conducive for Effective
Customer Engagement
Engaging the Potential Audience
Exhibitor Staff Training
Customize the Engagement Experience for Exhibitors
Manage Traffic Density
2.32.4
2.32.2 2.2 2.2
2.0
2.2
2.5
2.2
1.0
1.5
2.0
2.5
3.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Average Traffic Density*
* Exhibit Surveys, Inc. All-show Average
Density Impacts the Exhibitor’s Ability to Compete & Their Value Perception
Balanced Growth in Attendance and Space
Sales is Needed to Maintain Satisfactory
Density Level
#5 Measure Exhibitor Results:Create Partnerships to Improve the Exhibitor’s Results
Partnering improves exhibitors’ performance and the event overall.
Enable performance measurement (make it easy)
Consider providing measurement to the anchor exhibitors
Exhibit PerformanceABC Co.
RankABC Co. Result
2014 XYZ Expo
Average ESI Norm Score Description
Total Traffic 14th 14% 26% na ● The percentage of attendees who had at least some exposure to the exhibit.
Face-to-Face Traffic 14th (tied) 6% 14% na ●The portion of the attendance who had some meaningful interaction in the exhibit with booth personnel (talked to a rep, saw/participated in a demo, and/or requested follow-up).
Staff Interaction Rate (SIR) 13th 43% 54% 54% ●
The SIR indicates the percentage of all visitors to the exhibit (Total Traffic) who had face-to-face interaction in the exhibit. The goal is to achieve face-to-face contact with as high a percentage as possible. Research indicates there is a direct link between achieving maximum ROI/ROO and the level and quality of face-to-face contact.
Personnel Performance (Excellent/Very Good Rating)
16th (tied) 63% 72% 68% ●Personnel performance scores are a measure of the quality of the face-to-face interaction that took place. Both are critical to achieving high ROI/ROO.
No One Available 2nd 3% 5% 6% ●Those who indicated that there was no one available with whom to talk. High scores could indicate there is not enough personnel in the exhibit.
Currently Use 9th 25% 37% 36% ●The percentage of visitors who are currently using each company’s products or services.
New Opportunities 6th 78% 68% 61% ●
New opportunities are the percentage of each exhibit’s visitors who have not had some previous face-to-face contact with a representative of the company in the past twelve months. For most exhibitors, this show is the only opportunity to meet face-to-face with many of their prospects.
18 2014 XYZ Expo exhibitors included in studyResults based on 811 survey respondents (net return of 16%)
Attracting more visitors and improving the quantity and quality of interaction should be the focus
ABC CompanyStrength ●
Monitor ●
Weakness ●
Exhibit PerformanceABC Co.
RankABC Co.Result
2014 XYZ Expo
Average ESI Norm Score Description
Exhibit Too Crowded5th
(tied)5% 10% 19% ●
These percentages are based on visitors to each exhibit. An above average “too crowded” rating may indicate the need for more space and/or redesigning of exhibit for better traffic flow.
Consideration to Purchase in next 12 months15th
(tied)2% 9% 29% ●
These percentages are based on all attendees who consider purchasing from each exhibiting company in the next 12 months.
Influence of Exhibit in Purchase Consideration(Extremely/Very Influential Rating)
9th (tied)
48% 47% 38% ●
Based on those who are considering purchasing from each exhibitor,this metric indicated the degree of influence the exhibit had on their consideration to purchase.
Net Promoter® Score (NPS) 16th +24% na +28% ●The Net Promoter Score (NPS) is a metric used as a measure of customer loyalty and satisfaction with a brand.
Most Remembered Exhibit(product interest and demo were top reasons)
12th
(tied)1% na na ●
These companies were the top most remembered exhibits in the show based on the unaided recall question, “What three exhibits attracted your attention the most?” and “Select the main reasons for remembering the exhibit”.
18 2014 XYZ Expo exhibitors included in studyResults based on 811 survey respondents (net return of 16%)
ABC CompanyStrength ●
Monitor ●
Weakness ●
#6 Control the Tactical Pain Points:Show Experience Impacts the Perception of ROI
& Value
Measure tactical elements of show to identify areas for improvement.
Analyze exhibitor lead results to identify potential “pockets” of similar exhibitors who may have experienced below average performance
Average Exhibitor Ratings*
• Quantity and quality of leads are areas of highest discontent among exhibitors.
• Tactical aspects of the show (e.g., exhibit floor layout and labor) can have negative impact on perceived value of show.
Excellent/Very Good
Fair/Poor
Labor 44% 21%
Show Contractor 48% 17%
Show Management 61% 15%
Exhibit Floor Layout 45% 21%
Show Website 57% 10%
Housing 53% 14%
Pre-show Communication from Show Mgmt.
59% 9%
Quantity of Attendees 44% 26%
Quality of Attendees 55% 14%
Quantity of Leads 34% 33%
Quality of Leads 23% 40%
* Based on exhibitor surveys conducted by Exhibit Surveys, Inc.
#7 Help Control the “I” in ROI
Rising Cost of Exhibiting is a Primary Concern of Exhibitors
Help control costs - BUT sell based on value delivered, NOT price.
Documenting the potential for ROI is critical
Exhibit space represents an average of 39% of total exhibit costs (in US).
Summary
Business growth is contingent upon delivering a healthy balance of high value to all constituents in the Event Ecosystem.
Evolving the sales process can accelerate business growth through both increased sales and lower attrition rates:
A one-on-one consultative sales strategy focused on the exhibitor’s success criteria
A data-driven approach to enhancing exhibitor ROI
Jonathan “Skip” Cox, CEO
800.224.3170
732.741.3170
Questions?
Event Research, Measurement
and Consulting
www.exhibitsurveys.com
Thank You!
Jonathan “Skip” Cox CEO & President, Exhibit Surveys
John Gallagher Group Vice President,Naylor Event Solutions
2015 Webinar Series
