We often see organizations collecting data and feedback via surveys, polls, social media and savvy ones also use website analytics. However, we rarely see that data be used intensively. When you are planning a regularly held event, do you consider the data collected from the previous event to make decisions? Here are some data points to consider:
Surveys should ask questions which will give you the kind of information you need to make the next event more successful. Questions can and should include things like timing and location as well as questions on whether the participants goals were met by attending the event and what those goals were. Surveys can also include questions about whether the respondent would recommend the event to others. This can automatically serve as your list to contact for quotes, testimonials or references to other potential clients.
What behaviors are you tracking on your website? Tracking unique visitors and plotting that against marketing efforts is a good place to start. It will help you track what is working and what isn’t. It can also be an indication of when your audience begins to think about your event. This knowledge can help you plan your communications strategy more effectively. Are you also tracking which exhibitors are getting the most traffic on your website? If you do, you can relay this information back to exhibitors to prove the ROI in your show. We have seen averages of 25+ pre-show leads generated from robust exhibitor profiles on show websites. Your website holds powerful information that you can use to improve your business.
There are various ways to track traffic flow on an exhibit floor. Analyzing this data can help you lay out your floor plan, place your anchors more strategically and provide a better experience for your event participants.
Running reports on exhibitor participation over time can reveal interesting trends in your brand loyalty. As an example, in analyzing multiple shows on the a2z platform we discovered that the average retention rate for first year exhibitors is ~40%. However, the average of returning exhibitors (aka the exhibitors who exhibited more than once) jumps to 70%. So, getting an exhibitor to come back the second time is the challenge. After that, they are likely to keep returning.
If you would like to discuss any of these items with a2z, we would be more than happy to do so. Your success is of great importance to us and we would be happy to share any and all best practices with you.