Enhance Your Exhibitors Experience:Give them the Data they need to Improve

PCMA Learning Center

Monday, January 9, 2012

Dave Fellers,CAE

Dave Fellers Consulting

dave@fellerskc.com

Importance of Data for Exhibitors

• Exhibitors are demanding more value from your trade show

• Many question the continued viability of exhibiting

• Data can help to show the value of your show

• Help your exhibitors to compete and have a better experience

• How can you gather and share the data?

Methods of Gathering and Sharing Data

1. Video Analysis2. Onsite Evaluations/Interviews3. RFID4. Lead Retrieval5. Mobile Applications6. Exhibitor Training7. Exhibitor Advisory Committee

1. Video Analysis and Measurement

Benefits of Analysis to the Show Organizer and Exhibitor:

• Measure attendee flow and distribution on show floor• Traffic walking by the booth• Attraction rate…what percent stop by• Interaction rate…how many and how long do staff visit

with them• Booth design…ease of entry, force field barriers, castle

walls

Exhibit Hall Traffic Measurement

1% 4% 4% 4% 3% 4% 9% 4% 3% 6%

1% 4% 3% 3% 7% 3% 8% 6% 3% 6%

1% 4% 2% 4% 2% 8% 9% 4% 3%

1% 4% 3% 2% 6% 5% 9% 7% 3% 6%

5%3% 4% 5% 2% 2% 3% 8% 4% 3% 3%

1% 6% 5% 1% 3% 2% 8% 7% 3% 6%

9:001704

10:002877

11:001460

12:001665

1%2% 5% 4% 6% 3% 7% 10% 1% 1%

2%1%2% 9% 7% 8% 2%2% 5% 4%

3%1% 4% 4% 5% 2% 6% 9% 4% 2%

1% 5% 3% 2% 7% 6% 9% 7% 2%

13:002524

6%

14:002751

2%

1% 4% 4% 5% 2% 6% 9% 4% 3% 4%

4%1% 6%9%7%6%3%3% 5%

15:003292

5%1% 3% 3% 4% 5% 5% 10% 6% 3%

4%1% 4% 4% 5% 2% 8% 10% 3% 3%

4%1% 4% 4% 2% 7% 5% 9% 7% 3%

5%1% 5% 5% 4% 3% 6% 9% 4% 3%

29%31%31%

18%23% 14%14%

32%33% 32%35%30%29%

21%20%

18%10% 18%11% 25%17%

35%17%

19%7% 15%8%

22%9% 29%12%3%3%7%8%4%4%4%8%

1% 7% 1% 1%1% 6% 1% 1%1% 10% 1% 1%1% 7% 4% 1%1% 4% 2% 1%4% 2%1% 1%1% 5% 1% 1%1% 5% 1% 1%

Exhibitor Analysis - Overview

Exhibitors Attraction Rate

Interaction Rate

Industry Average

Small-Light Traffic Day 9% 31% 62%

Medium-Light Traffic Day 7% 40% 53%

Large-Light Traffic Day 10% 40% 57%

Small-Heavy Traffic Day 10% 31% 62%

Medium-Heavy Traffic Day

8% 48% 55%

Large-Heavy Traffic Day 10% 42% 65%

Among sample exhibitors, interaction rates varied as much as 20% day to day, indicating exhibitors do not come prepared with a plan

Interaction rates for medium sized exhibitors are in line with Industry Average, however, small and large exhibitors are significantly below

Attraction & Interaction Rates were consistent on both light and heavy traffic days

Exhibitor SolutionsTradeshow ExhibitorsMeasuring the effectiveness of companies’ sales teams at the event and the buyer interest in the exhibit or product. Services include:

• Measuring booth traffic volume over time

• Tracking and evaluating interaction between booth staff and attendee

• Measuring effectiveness of booth layout and design

• Recommending a strategic approach to optimize exhibit value

• Training staff to identify networking/sales opportunities

Case Study: Show Floor Traffic Flow

The Scenario:To increase attendee and exhibitor satisfaction and increase traffic flow throughout the show floor.

The Approach:• Open up drive aisles• Move large exhibitors back in the

floor• Design and behavior training

The Result:• 30% increase in sales leads• 46% increase in attendee

interaction

Case Study: Booth Effectiveness/DesignThe Scenario:

Exhibitors were not engaging and/or interacting with Attendees

The Approach:• Analyze impact of exhibit design• Demonstrate increased

interaction through staff effectiveness

The Result:• Exhibitor at top had active staff,

open booth and highest interaction rate for show

• Exhibitor at bottom had lazy staff, “castle wall” (closed) design and lowest interaction for show

Case Example: Exhibit Effectiveness

The Scenario:Exhibitors were not engaging and interacting with the Attendees and consequently struggled to find value in the event

The Approach:• Implemented in-booth sales

activities• Trained and educated booth staff• Consulted on booth design

The Result:• Better booth and execution• Enhanced Attendee experience• 230% increase in sales during the

show

2. Onsite Evaluation/Interviews

• Utilizing onsite, visual review of exhibitors combined with interviews and comparison to benchmark data

• Cost effective alternative to video analysis• Onsite conduct an extensive observation of all key

areas of the trade show• Conduct interviews with exhibitors to determine their

satisfaction with traffic flow, labor and set up• Review booth design for ease of entry, force field barriers,

castle walls• Surf Expo Case Study: Should they charge more for drive

aisles

333. Radio Frequency Identification (RFID)

• RFID = Radio Frequency Identification

• Readers with antennas transmit and

receive radio waves

• Technology dates to WW II

• Used every day on toll roads

• Small Tag embedded in badge

Primary use of RFID at

Trade Shows and Conventions… RFID is Used ?

1. Exhibit Floor Entrance Tracking

2. Intelligent Signage

3. Exhibitor booth Visitor metrics

• Measure attendee interests

/preferences within Exhibit

booth

• Increase revenue

opportunities

Benefits to Show Organizers and Exhibitors

15

SHOW ORGANIZERS EXHIBITORS

Capture visitor demographics and duration which provides:

Understanding of booth visitors and duration by product area

Lead Prioritization

Visitor cultivation

REVENUE - A complete set of analytics never available before

Understand attendees interests & preferences

Provide additional metrics for exhibitors

No lines or queues to track session attendance & duration

Connect to your event real-time & make changes which impact the event outcome

Additional metrics & analysis not previously available such as “Journey of the Attendee”

Examples in Action…

Exhibit Hall Entrance In booth offering for Exhibitors

Data Visualization… Visualization

4. Lead Retrieval Data

• Attendee Geography…how many from out of state vs. local vs. international

• Attendee Arrival and Attendance…arrival patterns such as how many arrive each day of the meeting

• Number of Days Attendees Spent on the Show Floor

• Attendee Behavior…time spent on the show floor• Leads Received by Exhibitors…average number of

swipes, ranking of exhibitors, tie to booth design and attraction rates, etc.

Leads Received by Exhibitors by Exhibitors

On average, exhibitors received 106 swipes – those in the top 10 received between 4 and 14 times the average

Exhibitor A received the most attendee swipes (~9% of all swipes received by exhibitors) - did an exceptional job in booth design and with attendee interaction

Top 10 exhibitors includes…and several small exhibitors… presence of small exhibitors significant as we do not typically see small exhibitors on top 10 list

Top 10 Exhibit Booths

-

200

400

600

800

1 , 000

1 , 200

1 , 400

1 , 600

1 , 800

t

Number of Days Attendees Spent at the Show

Number days attendees spent at the show 1-Day attendees

48% of attendees spend only one day at the show, with a majority on Days 1 & 2

Of the 36% that spent two days at the show, 40% attended on Days 1 & 2

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

1 Day 2 Days 3 Days 4 Days

0

100

200

300

400

500

600

700

Day 1 Day 2 Day 3 Day 4

Attendee Behavior

On average, attendees spent 1 hour and 45 minutes on the show floor, which is slightly less than comparable shows

Average attendee swiped 3 times per day, which translates into one every 30 to 45 minutes

Show organizer can evaluate if there are opportunities to increase lead swipes by considering a “bingo” card, prize drawing from swipes, etc.

Time spent by attendees on exhibit floor Average number of attendee swipes

0:00:00

0:28:48

0:57:36

1:26:24

1:55:12

2:24:00

2:52:48

Day 1 Day 2 Day 3 Day 4

-

1

1

2

2

3

3

4

Day 1 Day 2 Day 3 Day 4

5. Mobile Applications

Twitter FeedNews & Local Weather

Splash Page “Tabs” Exhibitor Listing & Product Locator Floorplan

Features of an Event Mobile App

Event ArticlesSharing Capabilities

Mobile App Benefits

Why did ASAE, PCMA, IAEE, HCEA have mobile apps?It’s becoming more than a trend!

• Downloadable apps allow users instant, constantly updated, and relevant access to:• Searchable Exhibitor Guide – by alpha and

product category• Floor plans• Image Gallery• Twitter Feed – instant interface to social

platforms• Top News• Local Weather

• Compelling opportunity for you and your exhibitors to reach targeted audiences through unique revenue opportunities.

Sharing the Data

• Show organizer works individually with exhibitor

• Consultant availability to work directly with exhibitor

• Exhibitor Training…great for sharing general data and averages, booth design and lead retrieval analysis

• Exhibitor Advisory Committees…share general (and sometimes specific) data with those who are most important to you

More Information

Dave Fellers, CAEPresident

Dave Fellers Consulting, LLCPrairie Village, Kansasdave@fellerskc.comwww.fellerskc.com

847-254-2700

If you would like additional information about trends for annual meetings and exhibitions or about this presentation, please contact: