1. July 30th – August 1st, 2013 McCormick Place, Chicago, IL 1 Candance Johnson, CTSM Sr. Account Executive ExhibitForce.com Red Diamond Congress July 31, 2013 Jeff Stanley Executive Director Exhibit Surveys, Inc. Measurement - How to Start!

2. 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. 2

3.  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 Measurement – How to Start Agenda

4. Step 1. Document and quantify the role and value of your event programs with internal stakeholders. (Executive, Sales and Marketing) 4  Create list of stakeholders  Executives/Leadership  Marketing  Sales  Product Managers  Sponsors

5. 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. 5

6. 2. Set realistic and measureable objectives to make better informed investment decisions. 6

7.  Management is telling you measure, but not how to measure it.  And if not, measure anyway! 7

8. 2. Set realistic and measureable objectives to make better informed investment decisions.  How Do You Measure Exhibit Performance? 8 Number of Leads/Badge Scans Sales Surveys RFID Observations I do not measure exhibit performance Other

9. 2. Set realistic and measureable objectives to make better informed investment decisions. 9 Clear picture of expectations provides a spring board for effective strategy!

10. 2. Set realistic and measureable objectives to make better informed investment decisions. 10 Marketing (ROO)Sales (ROI) Product RelevancyLead Quantity Brand AwarenessLead Quality Message CommunicationPurchase Intent Perception of Company/ProductsSales Meetings Effectiveness of Booth & TacticsCost-per-Visitor & Cost-per-Lead Booth StaffActual Orders Create a BuzzSales Conversion

11. 3. Build strategies aligned with stakeholder vision, goals and objectives. 11

12. 12 3. Build strategies aligned with stakeholder vision, goals and objectives.

13. 13 3. Build strategies aligned with stakeholder vision, goals and objectives.

14. Know your options and benefits. 14

15. Know your options and benefits. 15

16. Know your options and benefits. How satisfied are you with your lead collection process? 16 LEADS Thumbs UP; Thumbs DOWN

17. 2. Know your options and benefits.  Develop a lead strategy  Lead Quality Simple standardized qualification questions Ask those questions Make notes to refer to later Import into CRM 17 LEADS

18. Know your options and benefits.  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 18 LEADS

19. Know your options and benefits. SIMPLE 19 LEADS

20. 1.Select products/solutions are of interest?  List major categories or brands 2.What is your purchasing role?  Final say  Specify Supplier  Recommend Supplier  No Role 3.What is your purchase timeframe?  <1 month  1-3 months  3-6 months  More than 6 months 4.What is anticipated budget?  Less than $100,000  $100,000 to $500,000  Greater than $500,000 5.(Optional) custom question (i.e.,…)  Current customer?  Preference to receive information?  Biggest challenge?  NOTES: _______________ TIP - Standardizing Lead Qualification 20

21. Good data in is GOOD data out! 21 Know your options and benefits.

22. 22 Know your options and benefits.

23. 23 Know your options and benefits.

24. 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 24

25. Measure, Measure, Measure SURVEYS

26. 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 26

27. 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? 27

28. Know your measurement options and benefits 28 TACTICAL VERSUS STRATEGIC THINKING SURVEYS STRATEGYTACTIC Enhance Brand; Increase Product InterestDemos/Theater Effectiveness Align & Communicate with TargetsGraphics & Messaging Accelerate Sales/Feed PipelineLeads Collection & Qualification Create a BuzzGiveaways, Coffee Bar, “Edutainer” Selective Attraction of Target AudienceBooth Traffic & Lead Collection Educate or EntertainCrowd Gatherer; Entertainer; Interactives

29. Know your measurement options and benefits  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) 29 SURVEYS

30. 2. Know your measurement options and benefits  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 30 SURVEYS

31. Know your measurement options and benefits  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 31 SURVEYS

32. Know your measurement options and benefits  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 32 SURVEYS

33. Know your measurement options and benefits  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 33 SURVEYS

34. Know your measurement options and benefits  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? 34 SURVEYS

35. Know your measurement options and benefits 35 RFID & NFC

36. Know your measurement options and benefits  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 36 RFID

37. Area Y 14% visited 20.8 mins each Area A 8% visited 32.7 mins each Area C 4% visited 9.5 mins each Area W 26% visited 12.7 mins each Area Z 6% visited 6.8 mins each Area D 19% visited 9.4 mins each Area V 36% visited 17.5 mins each Area B3% visited 6.0 mins each Area U 16% visited 12.7 mins each IR 12% visited 14.8 mins each Know your measurement options and benefits RFID 37

38. Know your measurement options and benefits RFID 38

39. Know your measurement options and benefits  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 39 NFC

40. Know your measurement options and benefits 40 NFC

41. Know your measurement options and benefits  Online Tools and Calculators 41 http://roitoolkit.exhibitsurveys.net www.exhibitforce.com

42. Know your measurement options and benefits  Online Tools and Calculators 42 http://roitoolkit.exhibitsurveys.net

46. 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. 46

47. 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? 47

48. 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 48

49. 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 49

50.  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 50 Sample Sources

51.  Sample Size  Reliable: statistically reliable and projectable  A larger sample size leads to increased precision  Response Rates  Surveys typically yield 5% to 25% response rates. Varies by industry and source.  Work backwards to ensure you have enough completed surveys 51 Sample Source – Response Rate

52.  Confidence Interval & Level  The confidence interval is the plus-or-minus figure usually reported in newspaper or television opinion poll results.  The confidence level tells you how sure you can be. It is expressed as a percentage and represents how often the true percentage of the population who would pick an answer lies within the confidence interval. The 95% confidence level means you can be 95% certain; the 99% confidence level means you can be 99% certain. Most researchers use the 95% confidence level. 52 Confidence Interval

53. Pull it all together to measure!  What will you do differently to measure your event success?  How will you go about it? 53

54. 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) 54

55. Use Metrics In Your Everyday Strategy What is the quality of your visitors? Are they decision- makers? Recommenders? FINAL SAY: 32% SPECIFY: 29% RECOMMEND: 52% 2012: 84% Question: What is your purchasing role? Final Say; Specify Supplier; Recommend Supplier 55

56. Use Metrics In Your Everyday Strategy 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? 2012: 9.1 hrs Question: How many hours did you spend on the exhibit floor each day? [list show days] 56

57. Use Metrics In Your Everyday Strategy 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? 2012: 38% Question: Select all years that you have attended this event [list last 4 years; first-time] 57

58. Use Metrics In Your Everyday Strategy Exhibitors do a great job in selectively attracting the RIGHT people to their exhibit. How successful are you in attracting the right people to your exhibit? 2012: 81% Formula: % with product interest x % visited your exhibit 58

59. Use Metrics In Your Everyday Strategy Only about ½ of the visitors to an exhibit actually engage with staff. What is your staff doing to qualify and have a meaningful engagement? 2012: 48% Formula: % with product interest x % spoke with staff 59

60. Use Metrics In Your Everyday Strategy On average, based on potential audience, in 2012 it costs: $191 to attract the right people to your exhibit $300 to have staff engage with quality visitors Based on Attraction and Efficiency scores x budget 60

61. BOOTH EXIT SURVEY BENCHMARKS 61

62. Use Metrics In Your Everyday Strategy Question: Overall, rate your experience at the booth today? (5-point scale, where 5 is excellent and 1 is poor) 81% rate 4 or 5 3% rate 1 or 2 Avg rating: 4.2 Booth Exit Survey Benchmarks 62

63. Use Metrics In Your Everyday Strategy Question: What were your main reasons for visiting the exhibit today? To learn more about a product/brand53% To evaluate and compare products26% To find a solution7% To attend a pre-arranged meeting6% Just Curious/Was passing by29% Booth Exit Survey Benchmarks 63

64. Use Metrics In Your Everyday Strategy Knowledge of products4.4 Ability to answer my questions4.3 Interested in understanding my needs4.3 Accessibility4.3 Question: Rate the booth staff based on the following criteria: (5-point scale, where 5 is excellent and 1 is poor) Booth Exit Survey Benchmarks 64

65. Use Metrics In Your Everyday Strategy Overall appearance4.4 Booth layout/Ease of finding what looking for4.1 Information that’s relevant to your job3.9 Amount of new info received3.8 Question: Rate the exhibit based on the following criteria: (5-point scale, where 5 is excellent and 1 is poor) Booth Exit Survey Benchmarks 65

66. Use Metrics In Your Everyday Strategy Question: How likely are you to recommend this exhibit to business friend or colleague? (11-point scale, where 10 is Extremely Likely and 0 is Not At All Likely) Booth Exit Survey Benchmarks 66 NPS +48%

67. Post-show Attendee Survey Benchmarks & Norms: Based on over 20,000 responses from random samples of attendees (not leads) from over 35 exhibits and events in 2012 “Blind” surveys – respondent does not which exhibitor(s) the surveys are for Web-based and 1 st class mail surveys Across various major industry segments  On-site Booth Exit Surveys Conducted via personal interview Comprised of over 5000 interviews conducted in 2012 at over 25 shows Across major industry segments (mainly high-tech, pharma, medical device mfgr, beverage mfgr) Based on 200-400 visitor responses per exhibit per study 67

69. Sample Onsite Booth Exit Survey

71.  Additional resources:  Microsite Measurement and Info:  http://visualrevenue.com/media/pdf/microsite-analytics.pdf http://visualrevenue.com/media/pdf/microsite-analytics.pdf  http://blogs.webtrends.com/2009/12/microsites-are-not-the-worth-the- effort-for-small-marketing-departments/ http://blogs.webtrends.com/2009/12/microsites-are-not-the-worth-the- effort-for-small-marketing-departments/  http://sensing.konicaminolta.us/infocomm-2012-test-tradeshow-microsite/ http://sensing.konicaminolta.us/infocomm-2012-test-tradeshow-microsite/  Create events  http://www.facebook.com/help/events/create http://www.facebook.com/help/events/create  Promoting events on LinkedIn  http://www.socialmediaexaminer.com/10-tips-for-promoting-your-events- with-the-new-linkedin-events-tool-2/ http://www.socialmediaexaminer.com/10-tips-for-promoting-your-events- with-the-new-linkedin-events-tool-2/  Twitter for your event  http://blog.hubspot.com/blog/tabid/6307/bid/17465/5-Must-Have- Marketing-Event-Success-Metrics.aspx#ixzz24NQUy5Fp http://blog.hubspot.com/blog/tabid/6307/bid/17465/5-Must-Have- Marketing-Event-Success-Metrics.aspx#ixzz24NQUy5Fp  Sample Size & Error Interval Calculator: http://www.surveysystem.com/sscalc.htm http://www.surveysystem.com/sscalc.htm

72. Thank you! Jeff Stanley ExhibitSurveys Candance Johnson, CTSM ExhibitForce.com 72