Committed to exhibitor succes

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• Committed to exhibitor succes !
• ROI visitor investments / m2

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Return on Investment

• Return on Investment means simply that visitors
  are actually changing their investment /
  purchase behaviour as a direct result of the
  fair
• Buying faster
• Buying later (as result of new information)
• Buying more (as result of new perspective)
• Buying unexpected (as result of inspiration)
• Buying cheaper (as result of special fair
  pricing)
• Change of company (as result of fair competition)

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follow up strategy visitors

• Investment behaviour in time

60 later
20 slow down
Strategic
Twi Light Zone
40 faster
3 maanden
3 maanden
Operational
complex
simple
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Mass Marketing Psychology

• probability marketing on calculated risk analyses
• Individual behaviour difficult to predict
• Mass behaviour relative easy to predict
• Financial investment behaviour relative
  predictable
• Risk analysis normal business (insurance
  companies)
• Using information as indicator to predict
  behaviour

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Kahneman triggermechanism(canadion psychology
won Nobelprice economy 2002)

essential choice 80.000 Euro of 100.000 Euro
? Your bank suggest investment of 10.000 Euro
100 certain profit 80.000 Euro or 80
chance on 100.000 Euro or a big loss ?
20 more profit is not worth the risc Profit
optimalisation
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Kahneman triggermechanism

essential choice 80.000 Euro of 100.000 Euro ?
Your laywer suggest a court to earn Your 100.000
Euro which customer dont want to pay 100
certain settlement with customer on 80.000 Euro
or 80 chance the court will get you your
100.000 Euro
Loss reduction 20 loss is worth the risc
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Triggermechanism
essential choices companies invest faster
(intuition) by noticing the competition is
getting ahead and they are less willing to invest
to gain advantage on the competition
Less willing to invest to gain a better
position
investment to prevent loss position !
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Triggermechanism to start the engine

• Sign special trade fair offer
• Sign This machine is sold
• Sign Latest investments relations
• Sign You are behind the rest
• Sign 30 of the visiting companies will be dead
  next year !

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Mass Marketing Psychology

• 1) Gravitation of mass psychology
• 2) VNU leadmarketing psychology predictable
  mass behaviour
• 3) Using marketing formulas for critical mass

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Controls on critical indicators

• probability marketing on mass behaviour
• At what point critical mass behaviour starts ?
• 1) Visitor Density 150 visitors/1000 m2/ 1 hour !
• visitors visitinghours 0,15 m2
  opening hours
• 2) Buyers density Critical percentage buyers
  (vs orientation) in combination with critical
  number of stand visits
• 3) Visitor network density of buyers purchasers
  and directors must have visible contact with
  competition

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Visitor animo test critical density

• Visitor animo testing willing to come willing
  to invest ?
• At what point in time we know we will reach
  critical density?
• 6 months before the fair we have a first
  indication 10 accurate (Note three different
  independent indicators must correlate!)
• 3 months before the fair we have a probability at
  5 accurate

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Probability on behaviour
We know visitors
?
We know stand visits
We know WHO gets the appointment (leads)
We know WHICH stands are succesfull
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Probability of behaviour
Weten hoeveel bezoekers er komen
20.000 visitors
Weten hoeveel stands worden bezocht
Weten met WIE vervolgafspraken (leads) worden
gemaakt
200.000 visits
News, Deals, Network
Weten WELKE stands worden bezocht
Full STANDS 20.000 leads
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VNU leadmarketing 3x39 principe

• full stand minimum 1,5 relation /m2 stand
• 1) full stand 3 x more new contacts ! (full
  café draws the visitor)
• 2) Full stand 3 x more appointments ( leads) !
  (customers are reference for prospects)
• 3) Full stand quality new contacts rated 2 x
  higher ! (interest level deeper)
• VNU Leadmarketing a full and extensive
  exhibitor marketing training program with Web
  tools, individual servicecalls, detailled email
  information, warning program, strategic and
  psychological training

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192 leads
25 leads
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VNU Exhibitions

• Lead Calculator
• Input based on 3 types statistics
• Input based on market research (animotest)
• Input based on average fair statistics
• Input based on visitor behaviour last edition
• Prognoses realistic targets based on good fair
  strategy
• Conversations / m2
• Stand personel (staff) / m2
• Follow up targets/ m2
• Investment prognoses / m2

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VNU Exhibitions

• SWOT (Strong / Weak) analysis
• Comparison with other exhibitors
• Location advise combined with FLOORMANAGER
• Profile Indicator
• Lead maxi miser
• Strategy man
• Magazine player
• Organiser
• Team player

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Investment animo3 month follow up ROI / M2

• National Tradefairs
• Hout 20.000 m2 40.000.000 Euro
• ESEF Techni-Show 40.000 m2 80.000.000 Euro
• Industrial Week 50.000 m2 100.000.000 Euro
• Average ROI / 3 month 2000 Euro m2
• ROI in 3 months
• 500 Euro/m2 passive exhibitor
• 2000 Euro/m2 average exhibitor
• 5000 Euro/m2 active exhibitor
• ROI in 6 month can DOUBLE !!

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Visiting companies Techni-Show

• After 6 month a second follow up research
• 47 visited TS met investment - or purchase plans
• 40 increases investment plans as result of
  fair visit
• 24 visitors gets new investment plans as result
  of fair visit

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6 months after fair

• Visiting companies after 6 months
• 27 has placed orders with exhibitors
• 25 has placed orders with companies they have
  met on TS
• 53 of the investing companies appoves the
  statement that the visiting the fair has
  contributed to the choice they made to select the
  best company to invest
• 25 of the companies is after 6 month still
  negotiating with or has placed orders with
  exhibitors

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Purchase matrix follow up strategy

• Division of visitor investments per category /
  time

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Strategic
27 3 months
16 3 months
Operational
simple
complex
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Cummulative investments visitors Techni-Show 2004
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Conclusions

• Investment versus oriëntatie effect
  National technical
  tradefairs have a bigger and longer investment
  impact than we expected
• Competition position exhibitor versus
  non-exhibitor with equal offer the
  visitor gives preverence to the exhibitor !
• Follow up sales effect Return on investment
  period Trade fair advantage as sales
  argument last a least 6 month
• Business versus just a day out of office
  Over 50 of the visiting companies is
  doing business

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Is investment behaviour predictable ?

• In our opinion mass behaviour is predictable and
  information can be used as indicator for Return
  on investment
• With critical information on
• - Marketposition of tradefair (critical brand
  awareness )
• - Marketbehaviour of visitors (marketresearch
  before after)
• - Marketbehaviour of exhibitors (VNU
  leadmarketing program)
• - And.mass psychology (studies on group
  behaviour financial behaviour)

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We make your fair profitable !