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Measuring The Event Part 1 Final
1. Measuring the Event Key Steps for Developing a Successful Measurement Plan Roger Lewis, Executive Vice President, Alliance Tech Skip Cox, President and CEO, Exhibit Surveys October 28, 2009
2. Webinar Road Map Part 1 of a two part series Why measure? Best practices? Developing the plan Case Study Part two tentatively scheduled for December 14
4. Why Measure? Determine your Return on Objectives/Return on Investment (i.e., messaging, awareness, image, branding, sponsorships, sales objectives) Provide decision-support information to enhance strategic and tactical decision-making Event mix strategy/portfolio Investment level Identify cost reduction opportunities Event strategy/planning
5. Why Measure? Identify strengths and weaknesses to improve performance Justify event budgets Compete for marketing dollars In a down economy, metrics are king Demonstrate your over-all value to the organization
35. Key Elements of the Plan Measurement objectives Why measure? Defines the broad measurement parameters Metrics and information required to meet measurement objectives Event potential and value (e.g., attendance, demographics, quality, etc.) Results Metrics Sales Acceleration (e.g., leads, sales, ROI) Brand enhancement (e.g., awareness, message communication) Media impact (e.g., press coverage & social media reach) Thought leadership (e.g., speaker opportunities)
36. Key Elements of the Plan Tactical evaluation Attraction and engagement variables Behavioral analysis Special questions/information (e.g., test ideas, preferences, market research) Source(s) and/or methodology for collecting data Analysis plan – how will information be used? Reporting Results (Part 2) Central Database Dashboard and executive summaries for key stakeholders Detailed reporting for event/exhibit managers
37. Data Collection What are your sources? Lead Collection Surveys (pre event, onsite, post event) Behavioral Data (RFID) Internal (e.g., costs, sales) Registration Data Press and social media reach Measurement
38. Lead Retrieval If one of your key objectives is qualified leads, don’t spend more on carpet than you spend on your lead retrieval solution Best Practices Use one solution across events Utilize a consistent qualification survey BANT (Budget, Authority, Need & Timeline) criteria in your survey Sales follow up
49. Case Study: Measurement Plan Measurement Objective 1: Measure Philips success at RSNA 2008 in contributing to Philips overall corporate initiatives of: Enhancing Philips Net Promoter Score® (NPS) Generating new opportunity pipeline
50. Case Study: Measurement Plan Measurement Objective 2: Measure activity of Philips visitors and analyze specific tactics of exhibit to: Identify strengths and weaknesses to determine areas for performance improvement (staff, traffic flow, etc.) Determine visitor behavior drivers of NPS® and purchase intent Assess effectiveness of exhibit in communicating messages and solutions Determine how visitors used exhibit to move themselves along purchasing path
51. Case Study: Measurement Plan Measurement Objective 3: Provide decision support information for future RSNA Conventions: Level of investment justified Assess potential impact on results if Philips moves to other exhibit hall in future Provide feedback to plan and refine objectives for next year
52. Case Study: Measurement Plan Sources of data and key metrics RFID Lead data and analysis Onsite Exit Interview of Philips Visitors Post-Convention Survey of Attendees
53. Case Study: Measurement Plan Analysis Plan for Objective 1: Enhancing Philips Net Promoter Score® (NPS) Measure NPS® in visitor survey Generating new opportunity pipeline Measure purchase intent for Philips products (survey) Measure dollar volume of planned purchases (survey) Calculate potential ROI based on planned purchases Analyze for current Philips customers vs. prospects RFID Visitor Cultivation and Lead Reports analysis
54. Case Study: Measurement Plan Analysis Plan for Objective 2: Identify strengths and weaknesses to determine areas for performance improvement Rate staff, demos and exhibit design in visitor survey Analyze traffic flow and areas of exhibit visited based on RFID data Determine visitor behavior that drives high NPS® and high purchase intent Analyze RFID behavior data of visitors with high NPS® and high purchase intent
55. Summary – Key Take Away Measure Determine ROI Provide support to enhance future decisions Importance of measuring in today’s environment Measurement Plan Measurement Objectives Metrics & Information required to meet measurement objectives Source(s) and/or methodology for collecting data Analysis Plan
57. Thank You! Roger Lewis – rlewis@alliancetech.com Skip Cox – skip@exhibitsurveys.com Webinar Series Part 2 Measuring the Event: Implementing Your Measurement Plan & Identifying Success Monday, December 14th – 1pm CST
