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Measuring The Event Part 2


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Measuring The Event Part 2

  1. 1. Measuring the Event<br />Implementing Your Measurement Plan and Identifying Success<br />Roger Lewis, Executive Vice President, Alliance Tech<br />Skip Cox, President and CEO, Exhibit Surveys<br />January 20, 2010<br />
  2. 2. Webinar Road Map<br />Recap key steps for developing a successful plan<br />What data is most important?<br />Implementing the right solutions<br />Evaluating the data <br />Reporting results<br />
  3. 3. 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 />
  4. 4. 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 />
  5. 5. Key Elements of the Plan<br />
  6. 6. Philips Healthcare Case Study -RSNA<br />Measurement Plan Objectives:<br />Measure Philips’ success in contributing to Philips’ overall corporate initiatives<br />Measure visitor behavior and analyze tactics to identify strengths and weaknesses<br />Provide decision support info – level of investment, design elements, refine objectives, etc. <br />
  7. 7. Sources of Data for Philips<br />RFID<br />Lead<br />Surveys<br />Collect, combine and report data from separate sources<br />
  8. 8. RFID Data <br />Tracking attendee behavior of booth<br /> visitors:<br /><ul><li>Purpose: </li></ul>Identify activities in exhibit based on RFID data that correlate strongly with “Promoters” – (high NPS)<br />Identify activities (areas visited, duration, stations visited, traffic patterns) in exhibit based on RFID data that correlate highly with purchase intent and/or increasing investment in Philips as a result of visit<br /><ul><li>Method:
  9. 9. RFID Tags integrated with attendee badges
  10. 10. RFID stations placed at key area throughout the exhibit</li></li></ul><li>Lead Data <br />Tracking leads of booth visitors:<br /><ul><li>Purpose:
  11. 11. Qualify leads via customized surveys
  12. 12. Follow up with attendees who were interested in a specific product
  13. 13. Method:
  14. 14. Hand held lead retrieval units with lead qualification survey</li></li></ul><li>Survey Data <br />Personal interview survey of Philips’ visitors:<br />Purpose: <br />Measure ROO/ROI (impact on Net Promoter Score, purchase intent, sales pipeline opportunity, communicating key messages, increasing familiarity)<br />Qualitatively assess tactics (staff, demos, etc.)<br />Provide decision support info (planning, design of exhibit, product identification preference for equipment, level of investment justified, identify cost containment opportunities)<br />Method: <br />6-8 minute interviews<br />Hand-held electronic survey units – <br /> swiped badge to link to RFID<br />
  15. 15. Survey Data <br />Post-show attendee survey:<br />Purpose: <br />Quantify size and value of Philips’ potential audience<br />Performance compared to competitors (traffic, awareness, most remembered, staff, consideration to purchase) <br />Attendee activity at entire show<br />Method: <br />Mail survey of random sample of professional attendees<br />
  16. 16. Evaluating the Data <br />Measure Success in Contributing to Philip’s Overall Corporate Initiatives<br />Note: Product names and data masked to protect confidentiality of Philips Healthcare.<br />
  17. 17. Purchase IntentHow likely is your organization or facility to buy each of the following types of Philips products orsolutions in the next 12 months? An eleven point scale was used where 0 = not at all likely to purchase and 10 = absolutely certain to purchase. <br />Overall, 50% are highly likely to purchase one or more of Philips’ products/solutions within the next 12 months. A third (33%) indicated they are “absolutely certain to purchase” (10 rating) at least one of these types of products or solutions from Philips within 12 months.<br />©2009 Exhibit surveys, inc. <br />
  18. 18. High Purchase Intent Correlates with Solutions Areas Visited<br /> Visitors with high purchase intent for specific products/solutions are more likely to visit those areas of the exhibit presumably to advance themselves along the purchase process.<br />* Statistically higher at a 95% confidence level<br />
  19. 19. Opportunity PipelineWhat is the anticipated total dollar amount that you expect your organization or facility will spend within the next 12 months for all Philips products combined?<br />Projection of Planned Expenditures<br />
  20. 20. Increase in Revenue OpportunitiesAs a potential outcome of your visit to the Philips exhibit, will your organization orfacility increase your investment in any of Philips’ solutions?<br />By an average of 32.0%<br />Of those visitors with high purchase intent, 46% plan to increase their investment.<br />©2009 Exhibit surveys, inc. <br />
  21. 21. Inquiry/Lead Generation and QualificationBased on RFID database of all Philips’ visitors<br />Hot: 538 (28%)<br />Medium: 883 (46%)<br />Cold: 115 (6%)<br />Not classified: 384 (20%)<br />©2009 Exhibit surveys, inc. <br />
  22. 22. Evaluating the Data <br />Measure Visitor Behavior and Analyze Tactics to Identify Strengths and Weaknesses<br />Note: Product names and data masked to protect confidentiality of Philips Healthcare.<br />
  23. 23. Total Booth TrafficBased on RFID database of all Philips visitors<br />*Net Attendance excluding exhibitor personnel, press and staff<br />©2009 Exhibit surveys, inc. <br />
  24. 24. Specific Areas of Exhibit Visited & Time Spent Based on RFID data for the survey respondents<br />Solution E8% visited27.4 mins each<br />Solution G14% visited 17.4 mins each<br />Solution I4% visited11.6 mins each<br />Solution H24% visited 15.2 mins each<br />Theme 4<br />3% visited9.5 mins each<br />Theme 31% visited4.5 mins each<br />Solution D14% visited15.7 mins each<br />Theme 21% visited4.3 mins each<br />Solution C22% visited17.0 mins each<br />Theme 14% visited2.4 mins each<br />Total Average Booth Duration = 32 minutes*<br />Average Number of Visits = 1.3*<br />* Based on total RFID database<br />Solution B19% visited 18.2 mins each<br />©2009 Exhibit surveys, inc. <br />
  25. 25. Number of Times Visited PhilipsDo you plan to return to the Philips exhibit? What are your reasons for returning?<br />30% visited the XYZ exhibit more than once<br />Visitors who return more likely to be evaluating products for purchase.<br />©2009 Exhibit surveys, inc. <br />
  26. 26. Reporting Results<br />Data Visualization<br />
  27. 27. Reporting Results<br />Detailed Reporting<br /><ul><li> Measurement Objectives
  28. 28. Methodology
  29. 29. Summary
  30. 30. Conclusions & Recommendations
  31. 31. Detailed Findings </li></li></ul><li>Reporting Results<br />Executive Summary<br /><ul><li> Communicate to Management
  32. 32. Key Findings and Conclusions
  33. 33. Map to Measurement Objectives</li></li></ul><li>Reporting Results<br />Sample -‘Executive Report Card’ Simplified executive-level event reporting and performance overview<br />GREEN = Exceeded Goal<br />BLACK = Met Goal<br />RED = Missed Goal<br />EVENT NAME: ____________________________<br />EVENT OWNER: ____________________________<br />EVENT DATE: _____ /_____ /________<br />
  34. 34. Reporting Results<br />Central Database <br /><ul><li> YOY Comparisons
  35. 35. Generate Internal Benchmark
  36. 36. Periodic Reporting
  37. 37. Show Selection and Investment
  38. 38. Requires Consistent Metrics</li></li></ul><li>Summary – Key Take Aways<br />Plan measurement for major events well in advance<br />Set measurement objectives<br />Determine metrics and feedback required<br />Data collection sources/methods required<br />Analysis plan – how do you want to use the data?<br />
  39. 39. Summary – Key Take Aways<br />Implementing your measurement plan<br />Data collection is critical<br />Assign responsibility (internal or outsource)<br />Monitor closely to assure integrity of data<br />Map evaluation of data to original measurement objectives (stick to your plan)<br />Report and communicate results<br />Communicate only what is meaningful<br />Communicate widely and at different levels<br />Key strategic findings to management and stakeholders<br />Detailed reporting to event staff and strategic vendors<br />Be as consistent as is possible in measurement from event to event<br />
  40. 40. Questions<br />
  41. 41. Thank You!<br />Roger Lewis –<br />Skip Cox –<br />