[email protected] 269-209-3335 copyright2005 1 ethnometrics sm inc. ala exhibitor training...
TRANSCRIPT
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ethnoMETRICSsm Inc. ALA Exhibitor Training Overview
Presented by: Martin P. Smith269-208-5508
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1. Directs your work.
2. Improves decision making.
3. Allows for experimentation
4. Differentiation
Why do measurement?
What types?• Traffic• Timing• Tracking• Training
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Definitions• Pass-by traffic—Attendees that passed by the
area and therefore have an awareness of it• Stop-by traffic—Attendees that are attracted
enough to the area to enter and consider it– Engagement traffic—Attendees that display enough
of a preference to engage with; displays, presentations, demos,…etc.
– Interaction traffic—Attendees that display enough of a preference to engage with the booth staff
• Conversion traffic—Attendees buy into and/or purchase the entire experience usually by means of a lead, appointment, order or purchase
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Exhibitor AHow effective was the booth?
1705 1676 1615
1118
839
1150
1899
390369423
625687662669
80 114 84 5833 34 53
0
500
1000
1500
2000
2500
P ass By Stop By E ngaged
Booth’s busiest time: from 11:00 to 12:00 (776 attendees)Booth’s least busiest time: from 3:00 to 4:00 (403 attendees)Average number of attendees in the booth per hour: 612
78% product interest
29% attraction rate
3% interaction rate
10% in-booth Interaction Rate
40% interaction over the last 12 months
Measure Performance
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1. Goals and objectives2. Target Audience Values3. Target Audience Objections4. Tactical Execution/Experimentation
A. Invitation-set the tableB. Interaction-88% of sales closedC. Property-Overcome objectionsD. Space Position-allow accessE. Look and Feel-the soul of the company
5. Measurement and Analysis
Change the focus
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What are the characteristics of the Attendees?
29%32%
76%
89%
0%
100%
Final Say Specify Supplier Recommend Net BuyingInfluences
ProductInterested in Seeing
Planning to Buy
Interested in Seeing
Planning to Buy
Bone Mineral Densitometry Systems 13 7 13 6Computed Tomography 71 41 71 41Contrast Agents 22 12 23 13Used Equipment 7 4 7 4
Image & Information Management Systems 71 41 70 41Post Processing Workstations 13 8 13 8Equipment Services 5 2 6 2Digital Mammography 38 17 40 17
Magnetic Resonance Imaging (MRI) 52 31 52 30Nuclear Medicine Imaging 47 21 48 22
PET Imaging Systems 12 2 12 2PET/CT Systems 36 16 37 17
Diagnostic Radiographic & Fluoroscopic (R&F) Systems/Equipment 24 15 26 17Interventional Imaging Systems 8 4 9 4Ultrasound Imaging Systems 32 18 32 18NET TOTAL 97 73 97 74
%Total Audience Your Visitors
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What are the Attendee buying plans?Inter- Inter-
ested, % ested, %
Bone Mineral Densitometry Systems 13 7
Nuclear Medicine Imaging 47 21
Computed Tomography 71 41Nuclear Medicine Systems 12 7
CT Scanners 55 32 PET Scanners 18 5
Cardiac CT 33 17 PET Imaging Systems 12 23D CT Imaging 33 14 PET/CT Systems 36 16
Large Bore CT 14 4 SPECT/CT Systems 11 4Contrast Agents 22 12 Image Fusion 17 4Used Equipment 7 4 Molecular Imaging 9 1Image & Information Mgmt. Systems 71 41 Printers 20 10RIS/PACS Information Mgmt. Systems 50 27 Dry Imaging Printers 18 9
Clinical Networking (PACS) 54 28
Diagnostic Radiographic & Fluoroscopic
PACS which interface with RIS 36 17
(R&F) Systems/Equipment 24 15
PACS Modality Clusters
Interventional Angiography Systems 18 11
(Viewing/Archiving) 23 10 Mobile X-ray Systems 17 6Digital Archive & Retrieval 23 9 Mobile C-Arm Systems 19 11
PACS Image Management Systems 25 11
General/Conventional Radiographic
Enterprise-wide PACS 24 13 System 12 5
Total Buying Plans 75
Product Plan to Buy, % ProductPlan to Buy,
%
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Extrinsic Values1. Sensory
1. Feel2. Smell3. Touch4. Taste5. smell
2. Touch points1. Gifts-IPOD Touch2. Acts of service-cross
introductions3. Words of affirmation4. Physical touch5. Quality time
Value Streams
Intrinsic Values• Education• Information• Consultation• Application• Training
• Aesthetics• Entertainment• Escape
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1. Know what your top objections are that prevent sales
2. Use the space to overcome objections1. Messaging
2. Elevator speeches
3. Property
4. Competitors
5. Collaborators
Objections
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1. Invite prospects
2. Memorize 3 different greetings
3. Have an “elevator speech”
4. Express the benefits
5. Utilize your “passing sales”
6. Prepare to play the WHOLE game
7. Practice
Sales Preparation
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1. Have an executable plan2. Know your target Attendee3. Design with interaction in mind
1. Remove barriers/walls/slipstreams…etc.4. Develop an interaction sales process
1. 3-Greetings2. Elevator speech of company/products/services3. Statement of the benefits4. Target the objections5. Close-ask for the order
5. Invite Attendees6. If possible do one to many presentations
1. Watch the audience for queues2. Don’t end it-move them to a demo
7. Use a variety of touch-point mechanisms8. Provide intrinsic value9. Perform every day without reference affect and avoid negative behaviors10. Measure results against your plan
Top Ten List