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July 30th – August 1st, 2013 McCormick Place, Chicago, IL Optimizing Customer Engagement From Event Engagement Liz Miller CMO Council
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2 A 5 carat Red Diamond has a value of over $46 million dollars
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“To Enjoy Red Diamond is to Share It”
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One stack of Redstone Ore will give @ 10 levels of experience
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The Red Diamond creates a mental map of its immediate surroundings, allowing it to return to the same bush or rock year after year
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ABOUT THE STUDY Online survey of 257 Senior Corporate Marketers Interviews with 25 senior marketing leaders Interviews with experts in the event industry Aimed at benchmarking the business value of trade shows and events
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CMO CMOs STILL VALUE EVENTS… 42% say events continue to be valuable 31% say events are essential to business
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CMO But, Cuts Loom 40% are cutting budgets in lieu of smaller events with targeted audiences 44% opting to host customer events and skip industry events
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Big Theme #1 Business Over Brand 60% believe events are prime opportunity for face- to-face exchanges with customers 47% say events are highly effective at reaching & engaging with multiple customers and prospects 66% value events as a place to strengthen relationships & acquire new leads
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Big Theme #2 We Can Pick ‘Em… Big Theme #2 We Can Pick ‘Em… 53% say they have a “well defined” event selection and development process Top criteria for assessing event participation = The quality & mix of attendees 68% say CMO is at the helm of event selection
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Big Theme #3 But We Can’t Measure ‘Em Big Theme #3 But We Can’t Measure ‘Em 40% rely on ad hoc staff feedback as a “measure” of success 12% have no measures of success 37% do not have enough visibility into pipeline conversion
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Big Theme #4 And We Can’t Convert ‘Em 40% are underperforming in developing relationships or closing deals at events 32% are looking to improve data collection as a key to performance optimization Nearly 1 in 4 say they are not very effective in converting a show lead into customer business
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Big Theme #5 Where’s the Business Beef? 45% of Marketers are struggling to make a business case for event investments 39% say escalating costs (without understanding why) is the main reason for cuts
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Big Theme #6 Calling All Intelligence Big Theme #6 Calling All Intelligence 33% say data from event producers is questionable 73% want improved attendee analytics and insights as part of exhibitor reporting 53% want show producers to embrace technologies that increase engagement and lead capture & flow
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Big Theme #7 Always Room for Improvement Big Theme #7 Always Room for Improvement 34% looking to boost strategy while another 34% want to significantly improve data collection Speaking opportunities are on the list of areas of continue to improve, especially how to track attendance 1/3 of marketers looking for creative ideas to drive booth traffic and increase show-floor engagement
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EXPLORE! What We Started… EXPLORE! What We Started… EXPLORE! What We Started…
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19 Time to Wake Up!!!!! Questions? Time to Wake Up!!!!! Questions?
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July 30th – August 1st, 2013 McCormick Place, Chicago, IL THANK YOU! Liz Miller CMO Council @lizkmiller lmiller@cmocouncil.org
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