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best
practices positioning your audience to
attract exhibitors and sponsors
Bring buyers and sellers together
Agenda
Think like an exhibitor
Gathering data
Presenting the data
Pre-show preparation
Post-show reinforcement
Matching buyer and seller needs
Non-endemic sponsors
How do exhibitors think?
Exhibitor goals and objectives
Marketing (ROO) Sales (ROI) Product Relevancy Lead Quantity
Brand Awareness Lead Quality
Message Communication Purchase Intent
Perception of Company/Products Sales Meetings
Effectiveness of Booth & Tactics Cost-per-Visitor & Cost-per-Lead
Booth Staff Actual Orders
Create a Buzz Sales Conversion
Exhibitor goals
CEIR 2016 Exhibitor ROI and Performance Metrics Practices
R&D
Competiteve Analysis
Shorten Sales Cycle
Closing Sales
Identify/Support Distributors/Suppliers
Thought Leadership
Product Interaction/Experience
New Product Launch/Promote
Need to Be There
Relationship Maangement
Brand Awareness/Reinforce 55%
47%
33%
27%
15%
14%
13%
10%
7%
6%
5%
Affiliation
Platinum Support
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Platinum level supporter; stand apart from the competition, make lasting impressions with
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© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Moving a prospect
to the next stage
Advocacy (brand fans, WOM)
Awareness (needs & messages)
Knowledge (push to pull)
Consideration (peer opinions)
Selection (rational & emotional)
Buying (less selling)
Satisfaction (experience)
Retention & loyalty
(relation/value)
CUSTOMER
LIFE CYCLE
LOOP
81% Average
48% Average
Net
Attendance
Potential
Audience
Exhibit
Attraction
Staff
Engagement Results
What Drives Exhibitor ROI?
©Copyright Exhibit Surveys, Inc. All Rights Reserved 2015
Exhibit Surveys’ Exhibit Performance Model
Size and Value of Target Audience
Exhibit Size
Promotion
Attention-getting Techniques
Awareness
Perception
Design & Graphics
Product Mix
Location
Number of Staff
Profile of Staff/Knowledge
Staff Training
Staff Performance
Demos/Interactive Activities
Awareness
Advocacy
Messaging
Brand Enhancement
Accelerate Sales Cycle
Leads
Sales
PR
Thought Leadership
Relationships
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Gathering Data
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
When to gather data
Registration: basic demographics; 3-5 questions
On-site survey
Post-show survey: greater detail, including behavior
Pre-show survey: PR and buying reinforcement
Quality vs. Quantity
What data to collect?
Start with quantity
2000 TRADE
VISITORS
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Who are you counting?
Registered
Verified
Total attendance
Qualified attendees/delegates/professional attendees
Exhibitors
Domestic/International
But what exhibitors really want to know is
whether, and what they buy…
HIGH QUALITY BUYERS WITH SERIOUS BUYING POWER
CLICK HERE TO
BUY YOUR BOOTH
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Attendee
research:
Buyer profile
Demographics
Geographics
Buying responsibility
Product interest
Behavior
Demographics
Title
Function
Industry/Type of
organization/Specialty
Size of organization
Location of
organization
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Geographics
National
International
Buying Responsibility
Role in purchasing
Budget
Plans to buy
Audience Buying Power
92% approve/influence expenditures
for products and services
84% are involved in decisions to
acquire products and services
20% made buying decisions
at the show
Use Metrics In Your Everyday Strategy
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%
Question: What is your purchasing
role? Final Say; Specify Supplier;
Recommend Supplier
Use Metrics In Your Everyday Strategy
2012: 84%
Product Interest
List product
categories in
your industry
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Behavior
Visit the show floor
Time spent on
show floor
Influence
Value of event
Use Metrics In Your Everyday Strategy
2012: 9.1 hrs
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?
Question: How many hours did you
spend on the exhibit floor each day?
[list show days]
Attendees
come to buy
See Latest Products/Services 69%
Keep Up to Date on General Industry Trends/Issues 69%
Visit Companies Whose Product/ Services I Use 67%
Get Technical Information/ Specifications 34%
Receive Customer Service/Support 26%
Attend Education/ Operational Sessions 17%
Compare Products for Future Purchases 27%
TOP SEVEN REASONS ATTENDEES
COME TO EBACE:
0 100
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
You’ll get leads
An average of
65
useful contacts
Per exhibitor
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Use Metrics In Your Everyday Strategy
2012: 38%
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?
Question: Select all years that you
have attended this event [list last 4
years; first-time]
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
How do attendees
target booths to visit
on the show floor?
• Seven out of ten explore the exhibitor
list on the IBS website
• More than half review the Official
Show Preview
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
The only event that…
The largest event that…
The highest number of…
Competitive Data
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Include an
exhibitor list.
One reason
to exhibit is
because my
competitors
are there.
Provide
benefit
statements
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Presenting the Data
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Presenting data
Simplify
Group categories
Round off decimals
4 out of 5
Focus on key metrics
Use graphics
Think like a seller
Audience Demographics
Employer
60% Community Hospital
18% University Medical Center
11% Other Employers
5% College/University
3% Military/Government Hospital
3% County Hospital
Primary Role
51% Staff Nurse
17% Director/Manager/Charge Nurse
12% Advanced Practice CNS or NP
7% Nurse Educator/Staff
7% Other
5% Clinic Nurse
1% Academic Faculty
Primary Practice Area
31% ICU
16% Cardiovascular/Surgical ICU
and PACU
13% Combined ICU/CCU
9% Progressive Case/Stepdown/
Telemetry
9% Other
6% Burn/Emergency/Trauma/
Transport
5% CCU
5% Pediatric & Combined
Pediatric/Adult ICU
3% Neuro/Neurosurgical ICU
Critical Care Experience
39% 21 or more years
25% 11 to 20 years
20% 1 to 5 years
16% 6 to 10 years
Highest Nursing Degree Held
64% Bachelor’s
27% Master’s
13% Associate’s
3% Diploma
3% Doctorate
Number of Beds
46% 200-499
39% 500 and above
15% 1-199
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Clear media summary
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Cross-tab important buying data
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Pre-Show survey
Set the stage with extra information for the
press and exhibitors
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Pre-event survey
•Reasons for attending
•Issues/challenges your organization is facing
•Products interested in seeing
•Likelihood to purchase
•Awareness and association of products, brands
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Pre-event PR and social media
Get some buzz from the attendee information
Industry issues
Industry trends
Hot new products
Research a specific trend
Create a white paper
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Package
buying info for
exhibitors
One-page data sheet
Conversation-starter
Priming
Matching buyer and seller needs
• Docent Tour
• Innovation Gallery
• Customer Intimacy
• GS Audience Engagement
• Mobile App Branding
• Signage
• Demo Theatre
• Scavenger Hunt
• Ads
• Bag Insert
• Promo Item
• VIP Access
• Collateral Downloads
• Booth
• Hospitality Suite
• Meeting Room
• Matchmaking
• Passport Game
• Passes to Event
• Keynote Participation
• Executive Interviews
PARTNER
Fix stretch
High Value
Sponsorships
Targeted Audience:
Sponsored Target Market Lounge
Targeted Audience:
Problem Solving Power Lunch
Targeted Audience:
Industry Guru Meet & Greet
Broader booth
outreach: Receptions
Non-Endemic Sponsorships
Subway seeks
affiliation at
American Heart
Association
Car manufacturers matched to
consumer characteristics
Trump and Bentley
for plastic surgeons
Subaru for speech pathologists
Electric cars at GreenBuild
© Copyright 2014 Freeman Expositions, Inc. Proprietary &
Confidential.
Use consumer demographics about
your attendees
Question:
What is the aggregate income
Of people with disabilities
In the United States?
Answer: Over $1 Trillion
What does the exhibitor need to know to
understand your audience?
What information would put your audience
in the best light?
Tell a story with your information.
Match buyer and seller needs.
Melinda Kendall
Positioning Your Audience to Attract
Exhibitors and Sponsors
www.slideshare.net/freemanco