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.
Enhance Your Exhibitors Experience: Give them the Data they need to Improve
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%
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%
Attendee Geography …how many from out of state vs. local vs. international
Attendee Arrival and Attendance… arrival patterns such as how many arrive each day of the meeting
Number of Days Attendees Spent on the Show Floor
Attendee Behavior… time spent on the show floor
Leads Received by Exhibitors… average number of swipes, ranking of exhibitors, tie to booth design and attraction rates, etc .
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
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
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
Consultant availability to work directly with exhibitor
Exhibitor Training…great for sharing general data and averages, booth design and lead retrieval analysis
Exhibitor Advisory Committees…share general (and sometimes specific) data with those who are most important to you
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: