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July 30th – August 1st, 2013McCormick Place, Chicago, IL
Reporting Facts and Relevant Post Show Data
Marc L. Goldberg, CMEmarketech360
How was the show?
Great! Our exhibit was packed every day. The giveaway really
worked!
But, if you responded
Leads generated: 35 “A” leads, 75 “B” leads, 125 “C” leads
Visual reach: 12,500 visitors were visually reached by the exhibit. With a budget of $150,000, our cost per person reached was
$12.00 Demonstrations:
1500 demonstrations – budget $5,500 or $3.66 per visitor reached by a demonstration
The maybe syndrome
Gut feel and the “maybe syndrome” don’t work!
This all presupposes
You set objectives
Reporting the facts
Objective Measurement Tools
Increased Brand awareness & preference
Audience size & qualityAudience perceptionPress impactCompetitors’ presence
Show demographics & worksheetsPost show surveyPress impression analysisCompetitive audit
Increased demand generation Lead quality & quantityReduced cost per leadReduced sales cycle
Lead analysisPost show analysisDatabase tracking
Improved brand consistency Improved awareness and perception metricsImproved process and tools
Post show surveyCompetitive auditEvent manager satisfaction survey
Analysis by slicing & dicing
A,B,C leads – number in each category Job titles i.e., buying potential Geographic origin analysis Company activity analysis Annual marketing budgets Product type Occupation Actions – next steps
Potential Return on Investment
101 qualified leads 101 qualified leads with a potential value of $750,000 And your investment was $65,000 Now….. You can generate Potential ROI
11.53:1
Return on product demonstrated
What is the cost to conduct the demo? How many demos were conducted? Cost per person reached? Use the lead card as a survey… then you can generate
potential and Potential ROI on the demonstration investment
Impact of a live presentation
Investment in the live presentation Number of visitors participating Capture information about their inclination to buy or
recommend as a result of the live presentation Now…Potential ROI on the live presentation investment
Results from a hospitality
Investment in the hospitality? Number of current customers / prospects participating New business uncovered? Now…Potential ROI on the hospitality investment or Actual value of new business generated
Show Audit
Attendee profile demographics Unique visitations Total number of visits Total attendance
Quantitative metrics
Budget vs. Actual Cost per person reached – hospitality Cost per contact Cost per potential visitor Cost per touch Cost per impression – sponsorship Cost per lead
Writing orders – cost per written order Actual ROI Cost per person reached – live theatre Cost per recruited person Cost per person demonstated Brand impressions Cost per person reached – physical
Final report
Potential business Attendees – quality and quantity Demonstrations Promotions Competitive intelligence Media Customer Feedback Sessions attended Trends Recommendations
post show report
AACE 2007American Association of Clinical Endocrinologists
http://www.aace.com
Washington State Conv. & Trade CenterSeattle, WA
April 11-15, 2007
Show
Su
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ary
Inte
ractio
n R
esu
lts
Cost A
naly
sis
Show
Ad
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AACE 2007
Show
S
um
mary
ABC Pharma Corporate and Brand PresenceABC Pharma’s presence was felt at many different touch points throughout the five day meeting. Products were visible via pre-show sponsorships of the meeting planner, daily show news, and symposium. At-show presence was marked by the inaugural of the new exhibit. The booth was positioned front and center for all convention attendees, as they entered the exhibit hall, to see and experience. Highlights include:
• The dramatic LED wall welcomed all attendees to the hall, the expo, the city and to the new ABC Pharma exhibit.• Exhibit staff used the e-detail e-detailing and lead system captivating individual HCPs as well as large groups for an average of 5minutes 52seconds.• Large 6 foot ABC Pens™ and DEF Pens™ were displayed at front of exhibit.• Large scale imagery and branding graphics were displayed through out the booth.• Medical Affairs - Staffed by 3 MSLs• Hospitality Bar - Whole fruit served with ABC Pharma branded water bottles.
Show Background • AACE is a professional community of Clinical Endocrinologists that is committed to transforming the lives of
patients by enabling one another to practice leading edge, proactive, ethical and cost-effective medicine.• The 16th Annual meeting is structured to provide relevant clinical information for the practicing endocrinologist. • 70 exhibiting companies• Conference Theme: Scaling the Heights of Endocrinology
Show DemographicsThe following data is consistent from 2005-07:
• Clinical Endocrinologists make up 90% of the total attendance
• International visitors account for 16-18% of the total attendance.
AACE Convention Attendence
CECE
CE
HCPHCP
HCP
0
200
400
600
800
1000
1200
1400
1600
2007 2006 2005Chicago BostonSeattle
123214331329Totals
200242207I nt’l I ncluded
120144163HCP
111212891166Clinical Endo
200520062007Attendee
123214331329Totals
200242207I nt’l I ncluded
120144163HCP
111212891166Clinical Endo
200520062007Attendee
AACE 2007
Inte
ractio
n
Resu
ltsInteraction Goals Summary
2007 Goal Goal Description Goal Actual % of TargetAchieved
e-detail E-details
Total leadscollected
200 179 90%
Valued Interactions Contain field targets, class prescribers,
and influencer
N/A 131 N/A
Completion Rate Interaction was a full portfolio detail
90% 78% 87%
Opt-In PercentageABD MedLink
% who subscribe to online services
70% 43% 61%
Interaction Time Average time perInteraction
4min 5min 52sec 146%
Medical Area Total ePIRs collected
35 30 86%
DonationExperiences
Total donationsGiven
200 144 72%
CME Symposium Attendees 300 289 96%
e-detail Results This “Return on Interaction” system was able to provide real time results with the ConventionLinkDirect! reporting. In addition to the above goals set e-detail was able to:
• Create “in-booth sales calls”• Encourage convention follow-up via field sales• Post-show – provide true ROI calculation for cost
evaluation after show
Measurable Data HistoryAACE marked not only the major debut of the new exhibit but of a new comprehensive system for key meetings. Up to this point ABC Pharma employed the use of association-issued lead scanners. These scanners were located within all product areas and medical affairs where attendee’s badges were scanned for basic info. Although tracking was possible for each product group; the system could not establish the following:
• Quality of interaction – message delivery with consistency and clarity.• Real time flagging of physicians presence on target list• Average time spent with ABC Pharma representative e-detail Pen Pod
AACE 2007
0
20
40
60
80
100
120
Diabetes 72 15 18
Product B 31 12 7
Day 1 Day 2 Day 3
Interaction Percentage Breakdown
CE76%
HCP11%
I nt'l14%
50
18
121
58
30
111
0 50 100 150
Diabetes
Product B
MedicalAffairs
2006 2007
2007/2006 Lead ComparisonThe total number of leads in 2007 increased compared to 2006 despite the decrease in total meeting attendees.
Inte
ractio
n
Resu
ltsInteraction Demographics
Totals
Norditropin
Diabetes
Area
136
45
91
CE
19
6
13
HCP
24
7
17
I nt’l
179
58
121
Totals
Totals
Norditropin
Diabetes
Area
136
45
91
CE
19
6
13
HCP
24
7
17
I nt’l
179
58
121
Totals
Traffic FlowConsistent with previous traffic flow patterns, Diabetes declined 80% the second day of exhibits, and Product B® decreased 70%. Nearly 60% of all leads were captured on the first day of the show.
AACE 2007
53%
45%
2%Diabetes Interactions
Product B® Interactions 22%
73%
5%
DonationA donation experience was offered to each HCP that participated in the e-detail interaction. HCPs were offered the opportunity to contribute to one of the following three charities: Save the Children , Project HOPE, and Puget Sound Neighborhood Health Centers
Donation Breakdown
Project Hope42%
Save the Children
37%
Neighborhood HC
14%
Inte
ractio
n
Resu
lts
Description Results
Total Interactions 121
Valued Interactions* 94
Completion Rate 84%
Opt-In PercentageNovo MedLink
44%
Interaction Time 6min 30sec
Description Results
Total Interactions 58
Valued Interactions* 37
Completion Rate 64%
Opt-In PercentageABC MedLink
42%
Interaction Time 4min 34sec
2Influencer
42Class Prescriber
50Field Target
AmountDiabetes Valued I nteractions
2Influencer
42Class Prescriber
50Field Target
AmountDiabetes Valued I nteractions
2Influencer
27Class Prescriber
8Field Target
AmountNorditropin Valued I nteractions
2Influencer
27Class Prescriber
8Field Target
AmountNorditropin Valued I nteractions
AACE 2007
Category Cost % of Total Spend 2006 Comparison
Booth Space $59,800 20% $57,200
Lead Retrieval $27,880 9% $1,955
Show Services $158,500 53% $163,470
Booth Campaign $10,500 4% $39,030
Sponsorship $42,720 14% $89,027
TOTAL SHOW $299,440 100% $350,682
Show Cost AnalysisC
ost A
naly
sis
Sponsorship Reach Cost Cost per
Product A - Meeting Guide & Planner 1329 Attendees $10,550 $7.94
Product C - Daily News Preview 1329 Attendees $7,235 $5.44
Product B® - Journal Ad 1329 Attendees $9,415 $7.08
Product B® - Dr. Bag Window Insert 1329 Attendees $15,520 $11.68
Sponsorship Costs Summary
Cost ComparisonThere was a 15% total cost savings in 2007 compared to 2006, despite adding 250 sqft. of exhibit space.
• Booth campaign and lead retrieval costs are noticeably different due to new
program changes.• 2007 Cost per Lead was $156
compared to $12 spent in 2006 per lead which was a 92% cost increase.
$0 $100 $200 $300 $400
2006
2007
Thousands
Booth Space
Lead Retrieval
Show Services
Booth Campaign
Sponsorship
AACE 2007
Show
Ad
den
du
mCompetitor Analysis
Company Booth Size 2007 Booth # Booth Size 2006 Activities
ABC Pharma 40’ x 40’ 706 30’ x 45’ Hospitality Bar,Patient Focus
Comp 1 30’ x 30’ 730 20’ x 20’ Scrolling graphic sales aids
Comp 2 30’ x 30’ 723 30’ x 40’ Water bottle, Sunchip giveaway
Comp 3 40’ x 40’ 302 30’ x 40’ Self-detailing stations
Comp 4 20’ x 40’ 716 20’ x 20’ Laser engraved items
Comp 5 30’ x 30’ 503 n/a n/a
Comp 6 n/a n/a 10’ x 20’ n/a
Highlighted Competition
Competitor 1• One’s 20x30 exhibit was extremely crowded with both staff and property. The exhibit was
dark, which did not make it very inviting. • They had 13 staff working the convention, including several Ambassadors to assist with traffic
flow.• One also promoted Genotropin and Lyrica in this exhibit.
Competitor 2• The 30x30 exhibit was mostly open and inviting. They were not visible from the front of
the hall due to the ABC Pharma LED signage. • They had four selling stations with staff positioned near them at all times. Two devoted to
Lantus and two allocated to Apidra. • Their staff dressed in business attire appeared primarily reactive and did not proactively engage HCPs.• The core promotional piece was a Rx pad.
AACE 2007
Competitor 3• The exhibit was similar in structure and color combinations to those observed at past events.• Four selling stations were arranged on the exhibit corners utilizing 42” plasma screens to
display product information. Virtually no one was observed viewing them nor did the staff use them in their dialogues.
• Three stations were dedicated to Three.• Exhibit staff tended to use the print materials to emphasize specific points while
communicating with attendees.
Show
Ad
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• Innovative and inviting custom exhibit property• High-tech e-detail e-detailing stations at aisles• Large-scale replicas of ABC Pens™ and DEF Pens™ • Hospitality area served branded bottled water and whole fresh fruit• Donation opportunity• Branded giveaways
Debut Exhibit Layout & Photos
• Exhibit was positioned at the only entrance to the Washington Convention Center’s exhibition hall.
• The LED message screen welcomed attendees to the ABC Pharma experience providing a hierarchy of messaging.
• The location was sufficiently set back from the doors to avoid the “zoom-past-fast” syndrome that is normally associated with this location.
• The refreshment station was centrally located and encouraged access to detail and messaging areas.
• Larger than life graphics that were eye-catching and provided effective hierarchy of messaging for the visitors.
• Exhibit was open and inviting with 11 interaction areas without overcrowding.
• Medical Affairs area was able to achieve the separation / identity from the rest of the booth with it’s position along a convex curved wall.
• Integrity of design was not compromised and traffic flow was enhanced.
AACE 2007
Show
Ad
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Partner Evaluation Summary
What Worked• The LED screen was very attracting and set the environmental mood of “change” and innovation. • Smaller, pedestal type demonstration/presentation stations • Pods to accommodate overflow from one station to another.• Branded towers on two sides of the exhibit supplemented with individual stations. This allowed the staff to engage visitors on all four sides of the exhibit.• The refreshment station that was integral to the flow of the exhibit providing access to detail and messaging areas.• Larger than life graphics that were eye-catching and provided for effective hierarchy of messaging for the visitors.• Open and inviting environment
What Needs Attention / Recommendations• Have adequate staff for the number of demo stations offered• Create graphics that are benefit statement oriented vs. reprints of sales aids.• Have enough staff to act as floaters to pick up attendees who stop for a refreshment .• Make sure there is time set aside before the meeting/expo opens for every representative to walk through
and get comfortable with the One World presentation.• Reduce the number of MSL personnel commiserating within the space for Medical and Scientific Affairs.
Transmitting the report of findings
Keep your target in mind Keep it as short as possible and still tell the story Use both charts, graphics and prose Deliver and present it in person, if possible Organize a post show briefing
Deliver the results in person Make the debrief the foundation for the next event
Trade Show Work!
When you,Plan Completely
Execute Aggressively and EnthusiasticallyFollow-up Thoroughly