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Metrics Are King! Justifying Event Value In Today's Economy
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Metrics Are King! Justifying Event Value In Today's Economy

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  • 1. Metrics are King! Justifying Event Value in Today’s Economy Roger J. Lewis Executive Vice President, Sales & Marketing
  • 2. E About the Speaker Roger Lewis • 17 years of industry experience • Pioneer of Marketing Intelligence & behavior analytics for our industry • Part of the launch of RFID for events • Inc. 500 and Forbes
  • 3. E In this session we are going to discuss: • Justifying event value • What and how to measure? • The importance of understanding attendee interests and preferences • Ways to increase ROI 3
  • 4. E Budgets? 4
  • 5. E Today’s Do’er is Tomorrow’s Unemployed because if you’re doing what you’re told, you are not doing your job. - Allen Reichard Tactical Abyss 5
  • 6. E The Anatomy of an Event Vendor Surveys Registration Badging Management Attendee Tracking Content / Agenda Lead Capture Exhibit Floor Space Sponsorships Booth 6
  • 7. E What’s the Value of Event Metrics? The real value of event metrics is two fold: 1. To demonstrate your over-all value to the organization. 2. To demonstrate the event’s over-all value to the organization 7
  • 8. E 1st Rule of Metrics Establish clear objectives (Relate objectives to company bottom line wherever possible) 8
  • 9. E 2nd Rule of Metrics Event Type guides objectives & goals 9
  • 10. E Types of Events • Sales kick-off • CPE • User conferences • Partner conferences • Executive • Product launches • Road shows • Exhibit at Tradeshows 10
  • 11. E Common User Conference Objectives • Educate & Increase User Knowledge • Grow Event and User Community • Maintain or Increase attendee satisfaction • Build Brand Loyalty & reinforce Brand Image • Grow Account Revenue 11
  • 12. E 3rd Rule of Metrics Determine the most effective way(s) to measure each objective 12
  • 13. E 3rd Rule of Metrics Educate & Increase User Knowledge Session Survey Assessment 13
  • 14. E 4th Rule of Metrics Determine Success Range and Values 14
  • 15. E 5th Rule of Metrics Understand what is necessary to maximize the success of your objectives 15
  • 16. E What to measure? User Group Event Goal Measurement Category Tools • Session Surveys Educate Attendee Attendee Perception • Assessments • Conference Evals Improve Conference Attendee Perception • RFID Satisfaction Behavioral Metrics • Twitter, nTAG, Networking Spotme, networking events Build & Reinforce Mind Share Brand • Pre & Post Surveys Attendee • Registration Grow Event Financial • Attendee, sponsor, & exhibitor revenue Financial • Lead Retrieval Grow Revenue Behavioral Metrics 16 • RFID
  • 17. E What should I measure? Costs versus Value to the organization • Attendee Perception • Attendee Mind Share • Attendee Behavior • Qualified Leads and Revenue Generation 17
  • 18. E Mindshare 18
  • 19. E Attendee Mind Share • The development of consumer consciousness of a brand or product from awareness to brand loyalty • Key objective for advertising, promotions and events • Measured pre and post event 19
  • 20. E Attendee Mind Share The desired consumer consciousness progression is: Action or Adoption Awareness Perception Basic Change Understanding Increased Knowledge 20
  • 21. E Behavioral Metrics WHAT IS IT ? The measurement of attendee behavior in an event environment 21
  • 22. E Why is it Important? • Enhance event performance & ROI • Understand what is important to your audience • Obtain additional qualified leads • Number 1 Indicator of purchase intent • Increase revenue - Paco Underhill 22
  • 23. E What is RFID ? • RFID = Radio Frequency Identification • Readers with antennas transmit & receive radio waves • Technology that has been around since WW II • Used every day on Toll Roads • Small Tag on event badge
  • 24. E 1. Session Reporting • Understand attendee interests • Session Attendance • Duration in the session • Real-time information • Repeat popular sessions & plan for next year
  • 25. E Attendance Reports 25
  • 26. E Visual Mapping of Sessions
  • 27. E 2. CEU / CPE Tracking • Regulatory organizations such as NASBA & ARRT are auditing for proof of class attendance • Verify duration in a class (50 minutes for every hour) • Sign-in sheets are not passing audits
  • 28. E 3. Exhibit Floor Analysis • Time on show floor • Traffic patterns • Attendee demographics
  • 29. E 4. Exhibit Booth • Stations are positioned near product areas • Understand booth visits and duration • Integrate lead and visitor information • Revenue Generator
  • 30. E How do you measure this environment? 30
  • 31. E Your Booth & Your Products 31
  • 32. E Focus on your target buyer 32
  • 33. E Measure Customer Interest Level by Product 33
  • 34. E Client Notifications Smart Notification – Sample Message Date: Wed, 28 Nov 2007 17:02:53 -0500 To:john.doe@alliancetech.com Subject:JOHNS HOPKINS MEDICINE in booth location MRI This notification was generated by the SmartNotification system. An organization identified on your prospect list has been detected in your booth. Company: JOHNS HOPKINS MEDICINE Title: CHAIRMAN, DEPT. OF RADIOLOGY Exhibitor: GE Healthcare - RSNA07 Location: MDx Date/Time: Nov 28, 2007 01:31:09 PM 34
  • 35. E Reporting Visitor Information Real-Time 35
  • 36. E Our Objectives & Metrics User Group Event Goal Measurement Category Tools • Session Surveys Educate Attendee Attendee Perception • Assessments • Conference Evals Improve Conference Attendee Perception • RFID Satisfaction Behavioral Metrics • Twitter, nTAG, Networking Spotme, networking events Build & Reinforce Mind Share Brand • Pre & Post Surveys Attendee • Registration Grow Event Financial • Attendee, sponsor, & exhibitor revenue Financial • Lead Retrieval Grow Revenue Behavioral Metrics 36 • RFID
  • 37. E Seeing the Opportunities
  • 38. Reporting E 38
  • 39. E Revenue Predictability • Lead priority determined by Revenue Predictability Score (RPS) • Calculation based upon attendee role, consumption of event, and lead qualification 39
  • 40. E Seven Steps
  • 41. E 1: Define clear, measureable objectives that produce value. 7: Communicate 2: Identify the results and most effective recommendations way to measure both up and each objective. down. 6: Review results, 3: Determine formulate success range recommendations. and value. 5: Collect and 4: Obtain tools, analyze event technology, data. expertise to collect, analyze, identify, report.
  • 42. E ROI
  • 43. E Four ways to increase event ROI 1. Clearly understand event objectives & value to the organization  Goals  Relate to the bottom line  Best ways to measure  Success Range
  • 44. E Four ways to increase event ROI 2. Quantitative Results  Year-to-year metrics  Justify budgets and expense  In a tough economy, analytics help make bad times better  Speak the language of a CMO
  • 45. E Four ways to increase event ROI 3. Visual Mapping and Real-time Information  “Touch and Feel” the heart beat of your event in real-time  Real-time Decision Making  Onsite changes to impact ROI
  • 46. E Four ways to increase event ROI 4. Behavioral Metrics and Attendee Journey  #1 Indicator purchase intent  Increase Revenue  Improve attendee satisfaction  Significant impact to ROI
  • 47. E Summary Vendor Surveys Registration Badging Management Attendee Tracking Content / Agenda Lead Capture Exhibit Floor Space Sponsorships Booth 47
  • 48. E
  • 49. E 49
  • 50. E THANK YOU Roger J. Lewis roger.lewis@alliancetech.com 50