Enhance Your Exhibitors Experience: Give them the Data they need to Improve <ul><li>PCMA Learning Center </li></ul><ul><li...
Importance of Data for Exhibitors <ul><li>Exhibitors are demanding more value from your trade show </li></ul><ul><li>Many ...
Methods of Gathering and Sharing Data <ul><li>Video Analysis </li></ul><ul><li>Onsite Evaluations/Interviews </li></ul><ul...
1. Video Analysis and Measurement   <ul><li>Benefits of Analysis to the Show Organizer and Exhibitor: </li></ul><ul><li>Me...
Exhibit Hall Traffic Measurement 1% 4% 4% 4% 3% 4% 9% 4% 3% 6% 1% 4% 3% 3% 7% 3% 8% 6% 3% 6% 1% 4% 2% 4% 2% 8% 9% 4% 3% 1%...
Exhibitor   Analysis - Overview Among sample exhibitors, interaction rates varied as much as 20% day to day, indicating ex...
Sample Exhibitor  Exhibitor traffic Number of attendees per hour Total traffic for Exhibitor 1 slowly decreased – 2,000 on...
Exhibitor Solutions <ul><li>Tradeshow Exhibitors </li></ul><ul><li>Measuring the effectiveness of companies’ sales teams a...
Case Study:  Show Floor Traffic Flow <ul><li>The Scenario: </li></ul><ul><li>To increase attendee and exhibitor satisfacti...
Case Study:  Booth Effectiveness/Design <ul><li>The Scenario: </li></ul><ul><li>Exhibitors were not engaging and/or intera...
Case Example: Exhibit Effectiveness <ul><li>The Scenario: </li></ul><ul><li>Exhibitors were not engaging and interacting w...
2.  Onsite Evaluation/Interviews <ul><li>Utilizing  onsite , visual review of exhibitors combined with interviews and comp...
33 3.  Radio Frequency Identification (RFID) <ul><li>RFID = Radio Frequency Identification </li></ul><ul><li>Readers with ...
Primary use of RFID at  Trade Shows and Conventions…  RFID is Used ? <ul><li>Exhibit Floor Entrance Tracking </li></ul><ul...
Benefits to Show Organizers and Exhibitors SHOW ORGANIZERS EXHIBITORS <ul><li>Capture visitor demographics and duration wh...
Examples  in Action… Exhibit Hall Entrance In booth offering for Exhibitors
Data Visualization…  Visualization
4. Lead Retrieval Data <ul><li>Attendee Geography …how many from out of state vs. local vs. international </li></ul><ul><l...
Leads Received by Exhibitors  by Exhibitors On average, exhibitors received 106 swipes – those in the top 10 received betw...
Number of Days Attendees  Spent at the Show Number days attendees spent at the show 1-Day attendees 48% of attendees spend...
Attendee Behavior On average, attendees spent 1 hour and 45 minutes on the show floor, which is slightly less than compara...
5.  Mobile Applications
Twitter Feed News & Local Weather Splash Page “ Tabs” Exhibitor Listing & Product Locator Floorplan Features of an Event M...
Mobile App Benefits <ul><li>Why did ASAE, PCMA, IAEE, HCEA have mobile apps? </li></ul><ul><li>It’s becoming more than a t...
Sharing the Data <ul><li>Show organizer works individually with exhibitor </li></ul><ul><li>Consultant availability to wor...
More Information Dave Fellers, CAE President Dave Fellers Consulting, LLC Prairie Village, Kansas [email_address] www.fell...
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Dave Fellers - Enhance Exhibitors Experience: Give Them Data Needed To Improve

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  • Became sold on at RSNA…used six years. Every year something different to measure. Great changes to keep up with trends. Very valuable for exhibitors
  • Notes / Observations: (Med exhibitors on track, Small and Large exhibitors are well below industry average) – HUGE potential These rates important (significant?) because they represent the effectiveness of exhibitor behavior and booth design The effectiveness of these two elements can be significantly improved with focused exhibitor training (e.g. New exhibitor training, booth design training, etc.) Common characteristics: castle building, carpet color contrasts, exhibitor staff not distracted on phones, talking to each other, etc.
  • Notes: Agilent had high traffic due to proximity with Millennium Park Decrease in traffic mimics the overall trend on exhibit floor (will see this trend with exhibits that are in the middle of the floor) Understaffing would explain the higher interaction rate on Day 4 – fewer attendees (but same number of staff members) to ineteract
  • What is RFID? RFID = Radio Frequency Identification – How it works: Readers with antennas transmit and receive radio waves. - RFID is used everyday, if you drive on a toll road, an RFID tag is in your toll road sticker
  • RFID is becoming an integral component of event measurement. RFID provides event managers with the ability to track and analyze attendee interests. RFID tags are embedded in badge. RFID can help exhibitors to further measure revenue opportunities and is quickly becoming the most sought-after method for gaining insight into the behavior of the attendee.
  • Transcript of "Dave Fellers - Enhance Exhibitors Experience: Give Them Data Needed To Improve"

    1. 1. Enhance Your Exhibitors Experience: Give them the Data they need to Improve <ul><li>PCMA Learning Center </li></ul><ul><li>Monday, January 9, 2012 </li></ul><ul><li>Dave Fellers,CAE </li></ul><ul><li>Dave Fellers Consulting </li></ul><ul><li>[email_address] </li></ul>
    2. 2. Importance of Data for Exhibitors <ul><li>Exhibitors are demanding more value from your trade show </li></ul><ul><li>Many question the continued viability of exhibiting </li></ul><ul><li>Data can help to show the value of your show </li></ul><ul><li>Help your exhibitors to compete and have a better experience </li></ul><ul><li>How can you gather and share the data? </li></ul>
    3. 3. Methods of Gathering and Sharing Data <ul><li>Video Analysis </li></ul><ul><li>Onsite Evaluations/Interviews </li></ul><ul><li>RFID </li></ul><ul><li>Lead Retrieval </li></ul><ul><li>Mobile Applications </li></ul><ul><li>Exhibitor Training </li></ul><ul><li>Exhibitor Advisory Committee </li></ul>
    4. 4. 1. Video Analysis and Measurement <ul><li>Benefits of Analysis to the Show Organizer and Exhibitor: </li></ul><ul><li>Measure attendee flow and distribution on show floor </li></ul><ul><li>Traffic walking by the booth </li></ul><ul><li>Attraction rate… what percent stop by </li></ul><ul><li>Interaction rate… how many and how long do staff visit with them </li></ul><ul><li>Booth design… ease of entry, force field barriers, castle walls </li></ul>
    5. 5. Exhibit Hall Traffic Measurement 1% 4% 4% 4% 3% 4% 9% 4% 3% 6% 1% 4% 3% 3% 7% 3% 8% 6% 3% 6% 1% 4% 2% 4% 2% 8% 9% 4% 3% 1% 4% 3% 2% 6% 5% 9% 7% 3% 6% 5% 3% 4% 5% 2% 2% 3% 8% 4% 3% 3% 1% 6% 5% 1% 3% 2% 8% 7% 3% 6% 9:00 1704 10:00 2877 11:00 1460 12:00 1665 1% 2% 5% 4% 6% 3% 7% 10% 1% 1% 2% 1% 2% 9% 7% 8% 2% 2% 5% 4% 3% 1% 4% 4% 5% 2% 6% 9% 4% 2% 1% 5% 3% 2% 7% 6% 9% 7% 2% 13:00 2524 6% 14:00 2751 2% 1% 4% 4% 5% 2% 6% 9% 4% 3% 4% 4% 1% 6% 9% 7% 6% 3% 3% 5% 15:00 3292 5% 1% 3% 3% 4% 5% 5% 10% 6% 3% 4% 1% 4% 4% 5% 2% 8% 10% 3% 3% 4% 1% 4% 4% 2% 7% 5% 9% 7% 3% 5% 1% 5% 5% 4% 3% 6% 9% 4% 3% 29% 31% 31% 18% 23% 14% 14% 32% 33% 32% 35% 30% 29% 21% 20% 18% 10% 18% 11% 25% 17% 35% 17% 19% 7% 15% 8% 22% 9% 29% 12% 3% 3% 7% 8% 4% 4% 4% 8% 1% 7% 1% 1% 1% 6% 1% 1% 1% 10% 1% 1% 1% 7% 4% 1% 1% 4% 2% 1% 4% 2% 1% 1% 1% 5% 1% 1% 1% 5% 1% 1%
    6. 6. Exhibitor Analysis - Overview Among sample exhibitors, interaction rates varied as much as 20% day to day, indicating exhibitors do not come prepared with a plan Interaction rates for medium sized exhibitors are in line with Industry Average, however, small and large exhibitors are significantly below Attraction & Interaction Rates were consistent on both light and heavy traffic days Exhibitors Attraction Rate Interaction Rate Industry Average Small-Light Traffic Day 9% 31% 62% Medium-Light Traffic Day 7% 40% 53% Large-Light Traffic Day 10% 40% 57% Small-Heavy Traffic Day 10% 31% 62% Medium-Heavy Traffic Day 8% 48% 55% Large-Heavy Traffic Day 10% 42% 65%
    7. 7. Sample Exhibitor Exhibitor traffic Number of attendees per hour Total traffic for Exhibitor 1 slowly decreased – 2,000 on day 1 to 1,000 on day 4 Attraction and Interaction rates were fairly low – 21% and 29% respectively Exhibitor 1 appeared understaffed – needed exhibit staff to not only bring attendees into the booth, but also to interact with those that did enter Total Traffic Stop-by Exhibitor traffic Number of attendees per hour Stop-by Interaction 19% 23% 24% 19% 31% 21% 25% 45%
    8. 8. Exhibitor Solutions <ul><li>Tradeshow Exhibitors </li></ul><ul><li>Measuring the effectiveness of companies’ sales teams at the event and the buyer interest in the exhibit or product. Services include: </li></ul><ul><li>Measuring booth traffic volume over time </li></ul><ul><li>Tracking and evaluating interaction </li></ul><ul><li>between booth staff and attendee </li></ul><ul><li>Measuring effectiveness of booth layout </li></ul><ul><li>and design </li></ul><ul><li>Recommending a strategic approach to </li></ul><ul><li>optimize exhibit value </li></ul><ul><li>Training staff to identify networking/sales </li></ul><ul><li>opportunities </li></ul>
    9. 9. Case Study: Show Floor Traffic Flow <ul><li>The Scenario: </li></ul><ul><li>To increase attendee and exhibitor satisfaction and increase traffic flow throughout the show floor. </li></ul><ul><li>The Approach: </li></ul><ul><li>Open up drive aisles </li></ul><ul><li>Move large exhibitors back in the floor </li></ul><ul><li>Design and behavior training </li></ul><ul><li>The Result: </li></ul><ul><li>30% increase in sales leads </li></ul><ul><li>46% increase in attendee interaction </li></ul>
    10. 10. Case Study: Booth Effectiveness/Design <ul><li>The Scenario: </li></ul><ul><li>Exhibitors were not engaging and/or interacting with Attendees </li></ul><ul><li>The Approach: </li></ul><ul><li>Analyze impact of exhibit design </li></ul><ul><li>Demonstrate increased interaction through staff effectiveness </li></ul><ul><li>The Result: </li></ul><ul><li>Exhibitor at top had active staff, open booth and highest interaction rate for show </li></ul><ul><li>Exhibitor at bottom had lazy staff, “castle wall” (closed) design and lowest interaction for show </li></ul>
    11. 11. Case Example: Exhibit Effectiveness <ul><li>The Scenario: </li></ul><ul><li>Exhibitors were not engaging and interacting with the Attendees and consequently struggled to find value in the event </li></ul><ul><li>The Approach: </li></ul><ul><li>Implemented in-booth sales activities </li></ul><ul><li>Trained and educated booth staff </li></ul><ul><li>Consulted on booth design </li></ul><ul><li>The Result: </li></ul><ul><li>Better booth and execution </li></ul><ul><li>Enhanced Attendee experience </li></ul><ul><li>230% increase in sales during the show </li></ul>
    12. 12. 2. Onsite Evaluation/Interviews <ul><li>Utilizing onsite , visual review of exhibitors combined with interviews and comparison to benchmark data </li></ul><ul><li>Cost effective alternative to video analysis </li></ul><ul><li>Onsite conduct an extensive observation of all key areas of the trade show </li></ul><ul><li>Conduct interviews with exhibitors to determine their satisfaction with traffic flow, labor and set up </li></ul><ul><li>Review booth design for ease of entry, force field barriers, castle walls </li></ul><ul><li>Surf Expo Case Study: Should they charge more for drive aisles </li></ul>
    13. 13. 33 3. Radio Frequency Identification (RFID) <ul><li>RFID = Radio Frequency Identification </li></ul><ul><li>Readers with antennas transmit and receive radio waves </li></ul><ul><li>Technology dates to WW II </li></ul><ul><li>Used every day on toll roads </li></ul><ul><li>Small Tag embedded in badge </li></ul>
    14. 14. Primary use of RFID at Trade Shows and Conventions… RFID is Used ? <ul><li>Exhibit Floor Entrance Tracking </li></ul><ul><li>Intelligent Signage </li></ul><ul><li>Exhibitor booth Visitor metrics </li></ul><ul><ul><li>Measure attendee interests /preferences within Exhibit booth </li></ul></ul><ul><ul><li>Increase revenue opportunities </li></ul></ul>
    15. 15. Benefits to Show Organizers and Exhibitors SHOW ORGANIZERS EXHIBITORS <ul><li>Capture visitor demographics and duration which provides: </li></ul><ul><ul><li>Understanding of booth visitors and duration by product area </li></ul></ul><ul><ul><li>Lead Prioritization </li></ul></ul><ul><ul><li>Visitor cultivation </li></ul></ul><ul><ul><li>REVENUE - A complete set of analytics never available before </li></ul></ul><ul><ul><li>Understand attendees interests & preferences </li></ul></ul><ul><ul><li>Provide additional metrics for exhibitors </li></ul></ul><ul><ul><li>No lines or queues to track session attendance & duration </li></ul></ul><ul><ul><li>Connect to your event real-time & make changes which impact the event outcome </li></ul></ul><ul><ul><li>Additional metrics & analysis not previously available such as “Journey of the Attendee” </li></ul></ul>
    16. 16. Examples in Action… Exhibit Hall Entrance In booth offering for Exhibitors
    17. 17. Data Visualization… Visualization
    18. 18. 4. Lead Retrieval Data <ul><li>Attendee Geography …how many from out of state vs. local vs. international </li></ul><ul><li>Attendee Arrival and Attendance… arrival patterns such as how many arrive each day of the meeting </li></ul><ul><li>Number of Days Attendees Spent on the Show Floor </li></ul><ul><li>Attendee Behavior… time spent on the show floor </li></ul><ul><li>Leads Received by Exhibitors… average number of swipes, ranking of exhibitors, tie to booth design and attraction rates, etc . </li></ul>
    19. 19. Leads Received by Exhibitors by Exhibitors On average, exhibitors received 106 swipes – those in the top 10 received between 4 and 14 times the average Exhibitor A received the most attendee swipes (~9% of all swipes received by exhibitors) - did an exceptional job in booth design and with attendee interaction Top 10 exhibitors includes…and several small exhibitors… presence of small exhibitors significant as we do not typically see small exhibitors on top 10 list Top 10 Exhibit Booths - 200 400 600 800 1 , 000 1 , 200 1 , 400 1 , 600 1 , 800 t
    20. 20. Number of Days Attendees Spent at the Show Number days attendees spent at the show 1-Day attendees 48% of attendees spend only one day at the show, with a majority on Days 1 & 2 Of the 36% that spent two days at the show, 40% attended on Days 1 & 2
    21. 21. Attendee Behavior On average, attendees spent 1 hour and 45 minutes on the show floor, which is slightly less than comparable shows Average attendee swiped 3 times per day, which translates into one every 30 to 45 minutes Show organizer can evaluate if there are opportunities to increase lead swipes by considering a “bingo” card, prize drawing from swipes, etc. Time spent by attendees on exhibit floor Average number of attendee swipes
    22. 22. 5. Mobile Applications
    23. 23. Twitter Feed News & Local Weather Splash Page “ Tabs” Exhibitor Listing & Product Locator Floorplan Features of an Event Mobile App Event Articles Sharing Capabilities
    24. 24. Mobile App Benefits <ul><li>Why did ASAE, PCMA, IAEE, HCEA have mobile apps? </li></ul><ul><li>It’s becoming more than a trend! </li></ul><ul><li>Downloadable apps allow users instant, constantly updated, and relevant access to: </li></ul><ul><ul><li>Searchable Exhibitor Guide – by alpha and product category </li></ul></ul><ul><ul><li>Floor plans </li></ul></ul><ul><ul><li>Image Gallery </li></ul></ul><ul><ul><li>Twitter Feed – instant interface to social platforms </li></ul></ul><ul><ul><li>Top News </li></ul></ul><ul><ul><li>Local Weather </li></ul></ul><ul><li>Compelling opportunity for you and your exhibitors to reach targeted audiences through unique revenue opportunities. </li></ul>
    25. 25. Sharing the Data <ul><li>Show organizer works individually with exhibitor </li></ul><ul><li>Consultant availability to work directly with exhibitor </li></ul><ul><li>Exhibitor Training…great for sharing general data and averages, booth design and lead retrieval analysis </li></ul><ul><li>Exhibitor Advisory Committees…share general (and sometimes specific) data with those who are most important to you </li></ul>
    26. 26. More Information Dave Fellers, CAE President Dave Fellers Consulting, LLC Prairie Village, Kansas [email_address] www.fellerskc.com 847-254-2700 If you would like additional information about trends for annual meetings and exhibitions or about this presentation, please contact:
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