CORPORATE EVENT MEASUREMENT & RESEARCH
FREE RESOURCE! How to Use Research to Measure and Enhance Private Event Performance
In today's business environment, your corporate event must exceed expectations, precisely deliver your message, build relationships, generate or increase business with customers and come in on budget. That requires you to focus on such areas as education, brand enhancement, message conveyance, impact on the likelihood to purchase and eventual sales resulting from attending. Exhibit Surveys, Inc., provides services to measure your event and actionable insights that can be used to improve future events.
Exhibit Surveys has extensively evaluated private events for many major companies. This valuable experience helps us design methodologies and tools to best meet your company's needs, interpret and analyze the results, make recommendations and handle logistics with event organizers.
We strongly believe that measurement should be designed to do more than measure the event objectives (ROO/ROI). It should provide feedback that will enhance strategic and tactical decision-making for the specific event being measured, as well as the event program overall.
Each measurement tool is designed from the perspective of providing information for the following areas of decision-making:
- Event investment decisions. Measurement data help refine these decisions for specific events. Just as important, they are the basis for developing an overall event mix strategy, i.e., what is the best mix of events for delivering the desired results within the available budget?
- Developing realistic and measurable objectives for future events, i.e., what is reasonable to expect under optimum performance conditions?
- Developing an effective strategy and tactics to execute the strategy, in order to achieve objectives.
- Continuous performance improvement. Identification of strengths and weaknesses lead to improved results in the future.
Exhibit Surveys offers the following types of research services:
The following are examples of the types of measurement and research services we offer:
User Group/Technical Conference Research - Provides all of the information needed to enhance your decision-making and increase ROI and ROO for future events. This survey specifically quantifies and demonstrates the value and role of your event, and the quality of the speakers, keynotes, education, networking opportunities and overall conference.
Mobile Exhibits/Road Shows Measurement - This ongoing measurement quantifies - at all venues or stops -- the success of your mobile exhibit or roadshow in achieving its objectives (ROI/ROO). Content, staff, demos, networking, and logistics are also measured to identify areas of improvement. Additional measurements may include attendee-profiling (demographics and buying power) and testing ideas and preferences for the future.
Event Sponsorship Measurement - Provides tools allowing you to quantify the recall, success and enhancement of your brand as a result of sponsoring an event. This is critical as sponsorships have grown into a significant investment for exhibitors and partners at events. With this knowledge as well, event planners can offer sponsorships that deliver the highest value to exhibitors and partners.
Session and Speaker Evaluation - Allows attendees to provide feedback and rate speakers on the content, delivery and value of session(s) they attend. Evaluations are conducted on site as visitors leave each session, with results provided real-time or post-event.
Executive Briefing Center Measurement - Quantifies and demonstrates the value and role of the briefing in accelerating the sales process and assesses the quality of the speakers, education, and networking opportunities to identify strengths and weaknesses.
Internal/Recognition Event Measurement - Because these events play a significant role in communicating sales goals, product knowledge and the strategic direction of your company, this service measures value of content, networking with peers and logistics, in motivating and driving job performance among employees. Measurement can also include testing ideas and preferences for future events and identifying areas needing improvement.
Post-event Attendee Survey - This is the most comprehensive of all of our event measurement tools. It addresses all key measurement objectives including quantifying ROI/ROO and providing feedback to enhance decision-making and improve performance.
Pre/Post Attendee Survey - Measures the impact of an event in changing an attendee's awareness, perception and purchase preference for a company and its products. The pre-event survey establishes benchmark levels of awareness and perception. The post-event survey measures success in accelerating the sales process and the change in awareness and message conveyance as a result of visiting your event.
Sales Conversion Survey - Provides a buyer profile and measures ROI and the percentage of attendees who purchased since attending the corporate event. It also determines the dollar volume of those purchases from your company and quantifies the influence of your event versus other factors on these purchases, as well as the percentage of your attendees who received follow-up by your sales personnel after the show.
Pre-event Planning Research - The investment in producing or changing the strategy of a corporate event is ever increasing. Due diligence is critical in understanding the needs of attendees and partners and insuring the event's success. Pre-event planning research gathers feedback prior to the event, which then is used to design the type of event attendees and partners feel is a "must attend."
New Event Feasibility Research - Tests and refines the concept for a new corporate event, quantifies the likelihood for success , assesses competitive environment, identifies types of attendees likely to attend and types of exhibitors likely to participate, and uses research to market event to potential partners/exhibitors and attendees. These data points provide justification and support for new event concepts.
Special/Custom Research - As a full service, international market research firm using all qualitative and quantitative research methods, Exhibit Surveys has the experience to meet all your specialized corporate event research needs.
For more information about these services, or any other of your measurement or market research needs, please click here or contact us at (800) 224-3170.