Measuring the EventKey Steps for Developing a Successful Measurement Plan

Roger Lewis, Executive Vice President, Alliance TechSkip Cox, President and CEO, Exhibit Surveys

October 28, 2009

Webinar Road Map

Part 1 of a two part series

Why measure?Best practices?Developing the planCase StudyPart two tentatively scheduled for December 14

Today’s Do’eris

Tomorrow’s Unemployed

because if you’re doing what you’re told, you are not doing

your job.

- Allen Reichard, AMDTactical Abyss

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

Why Measure?

Identify strengths and weaknesses to improve performance

Justify event budgetsCompete for marketing dollarsIn a down economy, metrics are kingDemonstrate your over-all value to the

organization

Measurement Best Practices

Develop metrics that align with and measure success of events in meeting overall corporate marketing objectives and initiatives

Use consistent metrics and methodology across all shows to: Develop cost effective and efficient process 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.)

Measurement Best Practices

Develop a database to house key metrics and results

Scalable and flexible. Practical to use for both large and small events.

Provide flexible and multiple reporting tools to communicate results to different levels of internal stakeholders

◦ Dashboards

◦ Executive summaries

◦ Reporting score cards

Exhibit Performance Model

ResultsMessaging Brand Enhancement SalesPR Awareness Building Leads

Exhibit Efficiency(Active Engagement)

No. of Staff Profile of Staff TrainingStaff Performance Staff Knowledge

Exhibit Attraction(Passive Engagement)

Attention-Getting Techniques Awareness/Perception Exhibit SizeProducts Exhibited Promotion Design/Graphics

Potential Audience(Target Audience)

Corporate Event Performance Model

Audience

• Education Content

• Exhibits

• Demonstrations

• Presentations

• One-on-One

Engagement

• Networking/

Entertainment

• Community

• Logistics/Amenities

Programming

• Potential Universe

(Size & Profile)

• Market Relevancy

• Value Proposition

• Audience Acquisition

• Attendee Profile

Demographics

Purchase Intent

Results

• Attendee Value

• Event ROO/ROI:

Marcom Objectives

Brand Enhancement

Relationship

Enhancement

Accelerate Sales

Sales

Launch

Press

Educate

Measurement PlanningWhy are

you Measuring?

Sales and Marketing

Objectives?

Event Objectives

Types of Decisions?

Target Audience?

Measurement Budget?

When Do You Need Results?

Select Methodology?

Develop Questions?

Actionable Results?

Communicate Results?

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)

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

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

Lead Retrieval

Best Practices

◦ Use one solution across events

◦ Utilize a consistent qualification survey

◦ BANT (Budget, Authority, Need & Timeline) criteria in your survey

◦ Sales follow up

If one of your key objectives is qualified leads, don’t spend more on carpet than you spend on your lead retrieval solution

Surveys

◦Used to measure: Messaging Awareness Affect on the

attendee Image / Branding Net Promoter Score

Pre event, Onsite and Post event

Utilize a consistent survey across events

Behavioral Data

RFID (Radio Frequency ID) Enhance ROI by:

Understand what is important to your audience

Obtain additional qualified leads

Indicator of purchase intent

Increase revenue opportunities

Visitor prioritization & lead cultivation reports

Case Study: Measurement Plan

Company: Philips Healthcare

Event: RSNA 2008

Case Study: Measurement Plan

Measurement Objective 1:

Measure Philips success at RSNA 2008 in contributing to Philips overall corporate initiatives of:

1. Enhancing Philips Net Promoter Score® (NPS)

2. Generating new opportunity pipeline

Case Study: Measurement Plan

Measurement Objective 2: Measure activity of Philips visitors and analyze specific

tactics of exhibit to:

1. Identify strengths and weaknesses to determine areas for

performance improvement (staff, traffic flow, etc.)

2. Determine visitor behavior drivers of NPS® and purchase intent

3. Assess effectiveness of exhibit in communicating messages

and solutions

4. Determine how visitors used exhibit to move themselves along

purchasing path

Case Study: Measurement Plan

Measurement Objective 3:

Provide decision support information for future RSNA Conventions:

1. Level of investment justified

2. Assess potential impact on results if Philips moves to

other exhibit hall in future

3. Provide feedback to plan and refine objectives for next

year

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

Case Study: Measurement Plan

Analysis Plan for Objective 1:

1. Enhancing Philips Net Promoter Score® (NPS)◦ Measure NPS® in visitor survey

2. 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

Case Study: Measurement Plan

Analysis Plan for Objective 2:

1. 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

2. Determine visitor behavior that drives high NPS®

and high purchase intent◦ Analyze RFID behavior data of visitors with high NPS® and high

purchase intent

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

Questions