Impact Publications : MICEBTN-70
MICEBTN - May-June • Page 11 New - and interesting - research highlights the value of events for exhibitors and visitors alike SANOMA and RAI Amsterdam have released the results of event research carried out at the vt Women & Design 2017 exhibition, the largest and most-comprehensive home living and design con- sumer event in the Netherlands. They say the findings can be applied by exhibitors and consumer exhibition organisers. 15 minutes: visits to 6.5 stands and viewing 21 stands The ‘live’ experience and evaluation of the exhibition visit were measured via eye-tracking, Skin Conduct- ance Response (SCR) measurements and interviews. These showed that visitors viewed 21 stands from the outside and visited 6.5 stands over the course of 15 minutes. An average stand visit lasted 1.08 minutes, while stands where products could be seen from the outside attracted more attention. Once inside the stand, visitors also focused on acquiring information. The number of stimuli (physiological responses) and the duration of a stand visit all significantly contribut- ed to the extent to which a visit was ultimately remem- bered. Brand connection occurs after the event To gain insight into what is remembered of an exhibi- tion visit over the course of time, a second sub-study was performed six weeks after the event. Visitors and non-visitors were given a questionnaire which meas- ured the conscious and subconscious effects of the exhibition visit via a single-category implicit associa- tion test (sC-IAT). While visitors primarily remembered products and product categories immediately after the event, six weeks later it was the brand recall which was surpris- ingly high. Moreover, visitors subconsciously had a more positive attitude toward the brands than people who did not visit the event. This shows that brand con- nection mainly takes place after an event. Comparing events to other medium types: Highest quality contacts The third sub-study determined the cost effective- ness in the media mix based on the reach (determined via wifi tracking and sensors) and costs of the event, then compared it to benchmarks provided by a re- search agency. Although events have a smaller reach than other medium types, the quality of the contacts (brand transfer, valuation) is the highest. The costs per 1,000 visitors are higher than the costs for a 1,000-person reach for other medium types, but the relatively low costs per visit (CPV) make events a cost-effective medium. 10 concrete recommendations for exhibitors at consumer exhibitions The 10 most important conclusions, recommenda- tions and insights based upon the research results are as follows: 1. Set realistic targets and expectations. 2. Remember the focus of the event: Visitors mainly make decisions based on their own expectations. 3. Present inspirational and attractive products or offer an experience that seduces exhibition visitors and make sure that products and activations are clearly visible from outside the stand. 4. Clearly show what your brand and stand have to offer. 5. Provide a wide collection of products that appeal to various visitor types to improve the chance of visitors finding a personally relevant product. 6. Keep visitors at the stand longer. 7. Let visitors touch your products or generate an expe- rience: Touching and trying products stimulates visitors, which will help them better remember your products or brands. 8. Place the logo or brand name near the products. 9. Be informative and create tangible memories. 10. Ensure good findability and follow-up on line. For vis- itors, the exhibition does not end when the event does – consumers carry out various actions after the event (visit the web site, purchase products, etc). Exhibition organisers can use these recommendations to examine the way in which they set up their events.