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Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
Measuring The  Event    Part 1    Final
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Measuring The Event Part 1 Final

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  • 1. Measuring the Event<br />Key Steps for Developing a Successful Measurement Plan<br />Roger Lewis, Executive Vice President, Alliance Tech<br />Skip Cox, President and CEO, Exhibit Surveys<br />October 28, 2009<br />
  • 2. Webinar Road Map<br />Part 1 of a two part series<br />Why measure?<br />Best practices?<br />Developing the plan<br />Case Study<br />Part two tentatively scheduled for December 14<br />
  • 3. Today’s Do’erisTomorrow’s Unemployedbecause if you’re doing what you’re told, you are not doing your job.- Allen Reichard, AMDTactical Abyss<br />
  • 4. Why Measure? <br />Determine your Return on Objectives/Return on Investment (i.e., messaging, awareness, image, branding, sponsorships, sales objectives)<br />Provide decision-support information to enhance strategic and tactical decision-making<br />Event mix strategy/portfolio<br />Investment level<br />Identify cost reduction opportunities<br />Event strategy/planning <br />
  • 5. Why Measure? <br />Identify strengths and weaknesses to improve performance<br />Justify event budgets<br />Compete for marketing dollars<br />In a down economy, metrics are king<br />Demonstrate your over-all value to the organization<br />
  • 6. Measurement Best Practices<br />Develop metrics that align with and measure success of events in meeting overall corporate marketing objectives and initiatives <br />Use consistent metrics and methodology across all shows to:<br /><ul><li> Develop cost effective and efficient process
  • 7. Develop normative data for benchmarking
  • 8. Use consistent tools (i.e. survey/lead capture) across events
  • 9. Directly compare one show to another
  • 10. Summarize data (periodically, by business unit, by customer segment, etc.)</li></li></ul><li>Measurement Best Practices<br />Develop a database to house key metrics and results <br />Scalable and flexible. Practical to use for both large and small events.<br />Provide flexible and multiple reporting tools to communicate results to different levels of internal stakeholders<br />Dashboards<br />Executive summaries<br />Reporting score cards<br />
  • 11. Exhibit Performance Model<br />
  • 12. Audience<br />Programming<br />Corporate Event Performance Model<br />Results<br /><ul><li> Attendee Value
  • 13. Event ROO/ROI:
  • 14. Marcom Objectives
  • 15. Brand Enhancement
  • 16. Relationship
  • 17. Enhancement
  • 18. Accelerate Sales
  • 19. Sales
  • 20. Launch
  • 21. Press
  • 22. Educate
  • 23. Education Content
  • 24. Exhibits
  • 25. Demonstrations
  • 26. Presentations
  • 27. One-on-One</li></ul> Engagement<br /><ul><li> Networking/</li></ul> Entertainment<br /><ul><li> Community
  • 28. Logistics/Amenities
  • 29. Potential Universe</li></ul>(Size & Profile)<br /><ul><li> Market Relevancy
  • 30. Value Proposition
  • 31. Audience Acquisition
  • 32. Attendee Profile
  • 33. Demographics
  • 34. Purchase Intent</li></li></ul><li>Measurement Budget?<br />When Do You Need Results?<br />Select Methodology?<br />Develop Questions?<br />Actionable Results?<br />Communicate Results?<br />Measurement Planning<br />
  • 35. Key Elements of the Plan<br />Measurement objectives<br />Why measure? <br />Defines the broad measurement parameters<br />Metrics and information required to meet measurement objectives<br />Event potential and value (e.g., attendance, demographics, quality, etc.)<br />Results Metrics<br />Sales Acceleration (e.g., leads, sales, ROI)<br />Brand enhancement (e.g., awareness, message communication)<br />Media impact (e.g., press coverage & social media reach)<br />Thought leadership (e.g., speaker opportunities)<br />
  • 36. Key Elements of the Plan<br />Tactical evaluation<br />Attraction and engagement variables<br />Behavioral analysis<br />Special questions/information (e.g., test ideas, preferences, market research) <br />Source(s) and/or methodology for collecting data<br />Analysis plan – how will information be used?<br />Reporting Results (Part 2)<br />Central Database<br />Dashboard and executive summaries for key stakeholders<br />Detailed reporting for event/exhibit managers<br />
  • 37. Data Collection<br />What are your sources?<br />Lead Collection<br />Surveys (pre event, onsite, post event)<br />Behavioral Data (RFID)<br />Internal (e.g., costs, sales)<br />Registration Data<br />Press and social media reach Measurement<br />
  • 38. Lead Retrieval<br />If one of your key objectives is qualified leads, don’t spend more on carpet than you spend on your lead retrieval solution<br />Best Practices<br />Use one solution across events<br />Utilize a consistent qualification survey<br />BANT (Budget, Authority, Need & Timeline) criteria in your survey<br />Sales follow up<br />
  • 39. Surveys<br />Used to measure:<br /><ul><li>Messaging
  • 40. Awareness
  • 41. Affect on the attendee
  • 42. Image / Branding
  • 43. Net Promoter Score</li></ul>Pre event, Onsite and Post event<br />Utilize a consistent survey across events<br />
  • 44. Behavioral Data<br />RFID (Radio Frequency ID)<br />Enhance ROI by:<br /><ul><li>Understand what is important to your audience
  • 45. Obtain additional qualified leads
  • 46. Indicator of purchase intent
  • 47. Increase revenue opportunities
  • 48. Visitor prioritization & lead cultivation reports</li></li></ul><li>Case Study: Measurement Plan<br />Company: Philips Healthcare<br />Event: RSNA 2008 <br />
  • 49. Case Study: Measurement Plan<br />Measurement Objective 1: <br />Measure Philips success at RSNA 2008 in contributing to Philips overall corporate initiatives of:<br />Enhancing Philips Net Promoter Score® (NPS)<br />Generating new opportunity pipeline<br />
  • 50. Case Study: Measurement Plan<br />Measurement Objective 2: <br />Measure activity of Philips visitors and analyze specific tactics of exhibit to:<br />Identify strengths and weaknesses to determine areas for performance improvement (staff, traffic flow, etc.)<br />Determine visitor behavior drivers of NPS® and purchase intent<br />Assess effectiveness of exhibit in communicating messages and solutions<br />Determine how visitors used exhibit to move themselves along purchasing path<br />
  • 51. Case Study: Measurement Plan<br />Measurement Objective 3: <br />Provide decision support information for future RSNA Conventions:<br />Level of investment justified<br />Assess potential impact on results if Philips moves to other exhibit hall in future<br />Provide feedback to plan and refine objectives for next year<br />
  • 52. Case Study: Measurement Plan<br />Sources of data and key metrics<br />RFID<br />Lead data and analysis<br />Onsite Exit Interview of Philips Visitors<br />Post-Convention Survey of Attendees<br />
  • 53. Case Study: Measurement Plan<br />Analysis Plan for Objective 1:<br />Enhancing Philips Net Promoter Score® (NPS)<br />Measure NPS® in visitor survey<br />Generating new opportunity pipeline<br />Measure purchase intent for Philips products (survey)<br />Measure dollar volume of planned purchases (survey)<br />Calculate potential ROI based on planned purchases<br />Analyze for current Philips customers vs. prospects<br />RFID Visitor Cultivation and Lead Reports analysis<br />
  • 54. Case Study: Measurement Plan<br />Analysis Plan for Objective 2:<br />Identify strengths and weaknesses to determine areas for performance improvement<br />Rate staff, demos and exhibit design in visitor survey<br />Analyze traffic flow and areas of exhibit visited based on RFID data<br />Determine visitor behavior that drives high NPS® and high purchase intent<br />Analyze RFID behavior data of visitors with high NPS® and high purchase intent<br />
  • 55. Summary – Key Take Away<br />Measure<br />Determine ROI<br />Provide support to enhance future decisions<br />Importance of measuring in today’s environment<br />Measurement Plan<br />Measurement Objectives<br />Metrics & Information required to meet measurement objectives<br />Source(s) and/or methodology for collecting data<br />Analysis Plan<br />
  • 56. Questions<br />
  • 57. Thank You!<br />Roger Lewis – rlewis@alliancetech.com<br />Skip Cox – skip@exhibitsurveys.com<br />Webinar Series Part 2<br />Measuring the Event: Implementing Your Measurement Plan & Identifying Success<br />Monday, December 14th – 1pm CST<br />

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