EXHIBITOR MEASUREMENT & RESEARCH
Exhibit Surveys, Inc.'s measurement experience over 40 years spans more than 4,000 events and exhibitions and 10,000 individual exhibits in all major industries on six continents. This has brought us a keen understanding of clients' exhibiting needs from every perspective and across virtually all industries. As a result, our comprehensive and reliable research tools deliver qualitative and quantitative intelligence and measurement programs to exhibitors.
This experience is of great value in designing methodologies and tools to best meet a client's needs, in interpreting and analyzing the results, in making recommendations and in handling logistics.
Exhibit Surveys believes strongly that measurement should be designed to do more than measure the exhibitor's 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 (described below) is designed from the perspective of providing information for the following areas of decision-making:
- Show selection and investment decisions. Measurement data should help refine these decisions for specific shows, but just as important it should be the basis for developing an event mix strategy overall, i.e., what is the best mix of shows for delivering the desired results within available budget?
- Developing realistic and measurable objectives for future shows, i.e., what is reasonable to expect under optimum performance conditions?
- Developing an effective strategy and tactics to execute the strategy, to achieve objectives.
- Continuous performance improvement. Identify strengths and weaknesses that will lead to improved results in the future.
Exhibit Surveys maintains about 30 norms on an ongoing basis. These norms are categorized into three areas: Audience Quality, Audience Activity, and Exhibit Performance. These are available immediately for benchmarking purposes. Learn more
The following are examples of the types of measurement and research services we offer:
Attendee Survey - Provides all the attendee and exhibit performance information necessary to support your decision-making and increase ROI and ROO for future events. This survey will quantify and demonstrate the value and role of exhibits in the overall marketing mix, provide justification for exhibiting, enhance strategic and tactical decision-making for your exhibit program, identify strengths and weaknesses, and benchmark your performance against competitors and industry norms.
Sales Conversion Survey - Measures ROI and the percentage of leads that purchased since attending the show, determines the dollar volume of those purchases from your company, as well as from competitors, to determine the share of market captured, quantifies the influence of your exhibit versus other factors on these purchases, and the percentage of your leads that received follow-up by your sales personnel after the show.
Lead Survey - Measures the performance of your exhibit in achieving its marketing communications objectives (message conveyance, awareness building, brand enhancement,), accelerating the sales process, assesses the tactical elements of your exhibit (staff performance, theaters, demos, information provided) and quantifies the quality and potential buying power of your visitors.
Pre/Post Attendee Survey - Measures the impact of an exhibit on 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 assesses the change in awareness and message conveyance as a result of visiting your exhibit and/or attending an exhibition or event.
Lead Analysis Program - Provides full-service lead system consulting and design from lead form qualifying questions to analysis of what best determines lead count and quality. The analysis will generate benchmarks for your event program that will establish its worth overall and for each event. All event and exhibit variables will be statistically correlated to identify the drivers of high lead counts and high lead quality. This will provide decision support information to improve the ROI and ROO of your participation in future shows.
Show Selection Studies - Identifies the trade shows, meetings and events that offer the best potential for success in achieving specific exhibit and overall corporate marketing and sales objectives. In addition to evaluating the shows currently on your schedule, this study assesses other shows that may justify participation and determines the optimum level of participation for each show.
New Exhibit Design Research - Measures the success, not only in the look and feel of your new or refurbished booth, but your ability to move visitors through your booth to demo areas, theater presentations and information counters. The research also measures attendee memorability, recall and awareness through techniques, graphics, signage and other specific elements and activities within the booth.
Mystery Shopper Research - Provides hard, actionable data using state-of-the-art technologies and proven shop methodologies. From performing sales or marketing objective compliance audits to gathering more subjective customer experience feedback data, or a combination of both, the Exhibit Surveys team will work with you to develop and implement a program that is right for your needs.
PR/Press Coverage Research - Determines the placement and amount of coverage that can be obtained in trade publications and other media as a result of exhibiting in an event, in addition to the tone (positive, negative, neutral) and content of the coverage.
Theater Presentation Research - Measures the success of theater presentation and attention-getting techniques in delivering marketing communications messages, brand enhancement and awareness building. You will be better able to deliver more focused content at future events to specific audiences.
Exhibit Exit Interview Research - Assesses the success of the tactical elements of the booth including demonstration areas/information counters, theater presentations, message conveyance, specific areas visited and actions taken. Personal interviews are conducted on-site by personal interview while information is still fresh in the attendee's mind.
Full Measurement Programs - Measure the success of your entire program including trade shows, private events, user groups, internal corporate events and sponsorships, by determining and quantifying the value and role of each event in the overall marketing mix. At the same time these programs provide valuable feedback for empowering key strategic and tactical decisions (e.g., show selection, investment justification, development of show objectives and strategy, improved performance).
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 exhibition and event research and measurement 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.