Exhibit Performance
Characteristics
With
the focus of corporate management on
measuring ROI, companies often think
of measurement as only assessing
bottom-line results from exhibiting
(i.e., message communication, brand
enhancement, awareness building, lead
generation, sales from leads, PR
achieved, etc.). Measuring bottom-line
results is important, but we believe
that measurement should do more than
measure ROI. If ROI is not good, what
are the reasons? Is it the fault of
the show, the exhibit, or the
personnel working the exhibit? Listed
below are three of the 12 top-line
indicators of exhibit performance that
Exhibit Surveys tracks.
Exhibit Attraction is
the percentage of an exhibitor's
Potential Audience who remembered
visiting the company's exhibit. The
function of the physical exhibit is to
selectively attract its Potential
Audience from among the total audience
at the show. Among factors which most
often determine success in this regard
include: exhibit design and graphics,
and exhibit size. Over the past
several years, exhibitors have been
more successful in selectively
attracting their Potential Audience.
Exhibit
Efficiency is the percentage of a
company's Potential Audience with whom
they had meaningful engagement.
Meaningful engagement includes
face-to-face interactions like talking
to exhibit staff, viewing a
demonstration, and/or requesting
follow-up. Exhibit Efficiency has
recently increased because as
attendance at shows has decreased,
companies are committing necessary
resources, optimizing their full
potential. Exhibit Efficiency is one
of the most important indicators of
performance results.
The
average Cost-per-Visitor Reached (CVR)
figures are based on the total direct
cost of exhibiting. The Attraction CVR
is the cost per attendee who recalled
having some exposure to the exhibit
and is a part of the exhibitor's
Potential Audience. The Exhibit
Efficiency CVR is the cost per
attendee who is part of the Potential
Audience who recalls having meaningful
engagement. These figures differ from
cost per lead or cost per inquiry
because they are based on all visitors
who are part of the Potential Audience
and not just leads or inquiries. The
Attraction CVR has steadily increased
over the past several years as costs
of goods and services has also
increased while continuing to
selectively attract a high percentage
of their Potential Audience. The
Exhibit Efficiency CVR has increased
at a higher rate because exhibitors
are not taking full advantage of
having meaningful engagement with
those attracted. |
