UNDERSTANDING VALUE ASSESSMENT RESEARCH
In order for conferences and exhibitions to grow and remain relevant to their marketplace, they must continue to provide measurable value to all parties concerned - attendees, exhibitors, and prospective exhibitors and attendees not currently participating. Value Assessment Research encompasses a set of diagnostic tools developed by Exhibit Surveys, Inc., to examine attendees and exhibitors, and when needed, non-attendees and non-exhibitors, These provide a comprehensive assessment of the value of an event from all perspectives.
The following chart and discussion illustrate the components of this type of research. Click on the boxes within the following chart to learn more about Value Assessment Research.
Positioning, Strategy and Tactics. Value assessment is essential in developing and refining an event's positioning in the marketplace, and the strategy and the tactics needed to execute the event strategy. More specifically, this research helps direct and shape the event to maximize value to exhibitors and attendees and to develop marketing plans, promotion and copy for marketing to exhibitors and attendees. back to top
Relevance to Marketplace. A successful exhibition must first and foremost be relevant to the industry or marketplace it serves from the perspective of the event's universe of attendees and exhibitors. This analysis examines the structural changes taking place in the marketplace and their potential impact upon the event. It also examines the needs, problems, issues and concerns attendees face in their jobs and company, and how the event can help them meet the challenges they face. back to top
Fit Assessment. This analysis measures the degree of compatibility between what exhibitors and attendees value and what they want to accomplish as a result of participating in the event. If there is not a good fit between their respective expectations and needs, neither will experience optimum value -- and ultimately affect the long-term health of the event. As an example of assessing fit, we compare the types of attendees exhibitors most want to reach and the current profile of attendees. Other comparisons of value include products attendees most want to see versus the mix of products exhibited, reasons for attending compared to objectives for exhibiting, and technologies or issues each group considers important to address. These examples illustrate the kinds of assessments of fit that potentially identify ways of improving the value of the event for both exhibitors and attendees. back to top
Audience Segmentation. This analysis looks at various segments of the audience to identify differences in values, needs and expectations. Identifying these differences can be of value in shaping the show, conference programming and attendance promotion to attract new audience segments,or more of the existing segments exhibitors find most important to reach. back to top
Competitive Analysis. If your event competes heavily with others, this type of analysis can help you better understand your competitive strengths and weaknesses, position your event and develop an effective competitive strategy. back to top
Traffic Density Analysis. The density of attendees on the show floor usually correlates with exhibitor satisfaction levels. Our Traffic Density formulas establish ideal density levels relative to the amount of exhibit space sold. This analysis helps to determine the optimum number of attendees needed relative to exhibit space sales so that density levels will be perceived by exhibitors as good value for their investment. This will also help to insure exhibitor longevity and reduce attrition rates. back to top
Conference Program (Education) Analysis. The quality and relevance of an event's educational program is essential to the perceived value of the event to conference attendees. However, it can also be important to the value "exhibit-only" attendees and exhibitors perceive of the event. Therefore, it is important that the event produce a quality program relevant to the marketplace. This analysis can identify strengths and weaknesses in the program, ways to encourage more attendees to attend the conference, and give direction for meeting the needs of conference attendees in the future. back to top
Experiential Dynamics Assessment. The value attendees experience in an event is heavily controlled by content (e.g., quality of education and mix and quantity of exhibitors). But value can also be affected by tactical components of the show (shuttle buses, registration, scheduling and "creature comforts,"). One part of this analysis involves assessing the aspects of the event that are potential "sources of pain" for attendees and can impact their overall perceived value of an event despite the quality of the content. However, this analysis can also include more sophisticated techniques to test how attendees "consume" the show floor, in order to learn how the show can be "consumed" more easily, efficiently and comfortably. This also results in improved productivity for exhibitors. back to top
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.