Measuring the Event<br />Key Steps for Developing a Successful Measurement Plan<br />Roger Lewis, Executive Vice President...
Webinar Road Map<br />Part 1 of a two part series<br />Why measure?<br />Best practices?<br />Developing the plan<br />Cas...
Today’s Do’erisTomorrow’s Unemployedbecause if you’re doing what you’re told, you are not doing your job.- Allen Reichard,...
Why Measure? <br />Determine your Return on Objectives/Return on Investment (i.e., messaging, awareness, image, branding, ...
Why Measure? <br />Identify strengths and weaknesses to improve performance<br />Justify event budgets<br />Compete for ma...
Measurement Best Practices<br />Develop metrics that align with and measure success of events in meeting overall corporate...
 Develop normative data for benchmarking
 Use consistent tools (i.e. survey/lead capture) across events
 Directly compare one show to another
 Summarize data (periodically, by business unit, by  customer segment, etc.)</li></li></ul><li>Measurement Best Practices<...
Exhibit Performance Model<br />
Audience<br />Programming<br />Corporate Event Performance Model<br />Results<br /><ul><li> Attendee Value
 Event ROO/ROI:
 Marcom Objectives
 Brand Enhancement
 Relationship
 Enhancement
 Accelerate Sales
 Sales
 Launch
 Press
 Educate
 Education Content
 Exhibits
 Demonstrations
Upcoming SlideShare
Loading in …5
×

Measuring The Event Part 1 Final

1,879 views

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,879
On SlideShare
0
From Embeds
0
Number of Embeds
245
Actions
Shares
0
Downloads
67
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Measuring The Event Part 1 Final

  1. 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. 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. 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. 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. 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. 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. 7. Develop normative data for benchmarking
  8. 8. Use consistent tools (i.e. survey/lead capture) across events
  9. 9. Directly compare one show to another
  10. 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. 11. Exhibit Performance Model<br />
  12. 12. Audience<br />Programming<br />Corporate Event Performance Model<br />Results<br /><ul><li> Attendee Value
  13. 13. Event ROO/ROI:
  14. 14. Marcom Objectives
  15. 15. Brand Enhancement
  16. 16. Relationship
  17. 17. Enhancement
  18. 18. Accelerate Sales
  19. 19. Sales
  20. 20. Launch
  21. 21. Press
  22. 22. Educate
  23. 23. Education Content
  24. 24. Exhibits
  25. 25. Demonstrations
  26. 26. Presentations
  27. 27. One-on-One</li></ul> Engagement<br /><ul><li> Networking/</li></ul> Entertainment<br /><ul><li> Community
  28. 28. Logistics/Amenities
  29. 29. Potential Universe</li></ul>(Size & Profile)<br /><ul><li> Market Relevancy
  30. 30. Value Proposition
  31. 31. Audience Acquisition
  32. 32. Attendee Profile
  33. 33. Demographics
  34. 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. 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. 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. 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. 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. 39. Surveys<br />Used to measure:<br /><ul><li>Messaging
  40. 40. Awareness
  41. 41. Affect on the attendee
  42. 42. Image / Branding
  43. 43. Net Promoter Score</li></ul>Pre event, Onsite and Post event<br />Utilize a consistent survey across events<br />
  44. 44. Behavioral Data<br />RFID (Radio Frequency ID)<br />Enhance ROI by:<br /><ul><li>Understand what is important to your audience
  45. 45. Obtain additional qualified leads
  46. 46. Indicator of purchase intent
  47. 47. Increase revenue opportunities
  48. 48. Visitor prioritization & lead cultivation reports</li></li></ul><li>Case Study: Measurement Plan<br />Company: Philips Healthcare<br />Event: RSNA 2008 <br />
  49. 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. 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. 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. 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. 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. 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. 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. 56. Questions<br />
  57. 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 />

×