3 Metrics to Measure Trade Show Performance in Real-Time
Marketers can devote serious time, money and effort to developing interactive content for a convention exhibit. Yet, how do the marketers know if their content is as effective or attractive on the convention floor, as they thought it would be?
It is also difficult at live events for marketers to gauge the audiences' exact demographics and level of engagement with key messages.
There's no need to go into a live event and gamble blindly on one set of prepared content. By working with software developers, marketers can build real time analytics into their live events and collect data to show how effective content is, what the audience demographics are and the level of audience engagement with crucial messaging.
Below are three metrics that marketers can track on the trade show floor to better manage live event content and measure exhibit success:
1. Audience Attendance (Reach)
Just like measuring unique visits to a web site with web analytics software, at a live event marketers can see how many visits their exhibit receives. One helpful metric is to measure the number of visits as a percentage of total attendees. If there is a special event happening on day two of the trade show, it is possible to measure how much more traffic that event garnered over the other days without events. The number of visitors can also help to make real time adjustments to the booth. If on day one of the show only seven of ten stations are really being used, then marketers can adjust the function of the remaining three stations in the booth and or load new content onto them.
2. Audience Participation (Message Exposure)
In order to find out who's visiting the booth, marketers should develop a few survey questions to include at the front-end of interactive content. When there's a segmented attendee base, its helpful to know which members of the audience are interacting with key messages. At a medical conference, for example the question might ask if the attendee is a physician, nurse practitioner or physician assistant. Understanding the audience also helps to validate the interactive content, because marketers gain a better grasp of the mindset of the person participating.
3. Audience Engagement (Immersion)
Tracking the amount of time that attendees spend with content can help marketers measure exhibit engagement and manage content on the fly. If your interactive multi-touch presentation has 10 minutes worth of material, and attendees are only getting through half of that material, the marketing team may want to shorten the message on the second day of the show. These types of contingency plans can dramatically increase the overall effectiveness of your content and delivery. When marketers do see a high level of engagement they will have a great success metric to share with senior management, for example, 250 members of the target audience spent more than 25 minutes engaging with the material.
Using these three real time metrics, marketers can see if they need to run content in different locations or swap in new content altogether. Marketers can also report back to C-level management in real time about who's visiting the exhibit and what the results are.
How do you currently measure exhibit performance?
What marketing insights can you get to ensure a success convention, trade show or live event?
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