1. Measuring the Event Implementing Your Measurement Plan and Identifying Success Roger Lewis, Executive Vice President, Alliance Tech Skip Cox, President and CEO, Exhibit Surveys January 20, 2010

2. Webinar Road Map Recap key steps for developing a successful plan What data is most important? Implementing the right solutions Evaluating the data Reporting results

3. Why Measure? Determine your Return on Objectives/Return on Investment (i.e., messaging, awareness, image, branding, sponsorships, sales objectives) Provide decision-support information to enhance strategic and tactical decision-making Event mix strategy/portfolio Investment level Identify cost reduction opportunities Event strategy/planning

4. Why Measure? Identify strengths and weaknesses to improve performance Justify event budgets Compete for marketing dollars In a down economy, metrics are king Demonstrate your over-all value to the organization

5. Key Elements of the Plan

6. Philips Healthcare Case Study -RSNA Measurement Plan Objectives: Measure Philips’ success in contributing to Philips’ overall corporate initiatives Measure visitor behavior and analyze tactics to identify strengths and weaknesses Provide decision support info – level of investment, design elements, refine objectives, etc.

7. Sources of Data for Philips RFID Lead Surveys Collect, combine and report data from separate sources

9. RFID Tags integrated with attendee badges

11. Qualify leads via customized surveys

12. Follow up with attendees who were interested in a specific product

13. Method:

15. Survey Data Post-show attendee survey: Purpose: Quantify size and value of Philips’ potential audience Performance compared to competitors (traffic, awareness, most remembered, staff, consideration to purchase) Attendee activity at entire show Method: Mail survey of random sample of professional attendees

16. Evaluating the Data Measure Success in Contributing to Philip’s Overall Corporate Initiatives Note: Product names and data masked to protect confidentiality of Philips Healthcare.

17. Purchase IntentHow likely is your organization or facility to buy each of the following types of Philips products orsolutions in the next 12 months? An eleven point scale was used where 0 = not at all likely to purchase and 10 = absolutely certain to purchase. Overall, 50% are highly likely to purchase one or more of Philips’ products/solutions within the next 12 months. A third (33%) indicated they are “absolutely certain to purchase” (10 rating) at least one of these types of products or solutions from Philips within 12 months. ©2009 Exhibit surveys, inc.

18. High Purchase Intent Correlates with Solutions Areas Visited Visitors with high purchase intent for specific products/solutions are more likely to visit those areas of the exhibit presumably to advance themselves along the purchase process. * Statistically higher at a 95% confidence level

19. Opportunity PipelineWhat is the anticipated total dollar amount that you expect your organization or facility will spend within the next 12 months for all Philips products combined? Projection of Planned Expenditures

20. Increase in Revenue OpportunitiesAs a potential outcome of your visit to the Philips exhibit, will your organization orfacility increase your investment in any of Philips’ solutions? By an average of 32.0% Of those visitors with high purchase intent, 46% plan to increase their investment. ©2009 Exhibit surveys, inc.

21. Inquiry/Lead Generation and QualificationBased on RFID database of all Philips’ visitors Hot: 538 (28%) Medium: 883 (46%) Cold: 115 (6%) Not classified: 384 (20%) ©2009 Exhibit surveys, inc.

22. Evaluating the Data Measure Visitor Behavior and Analyze Tactics to Identify Strengths and Weaknesses Note: Product names and data masked to protect confidentiality of Philips Healthcare.

23. Total Booth TrafficBased on RFID database of all Philips visitors *Net Attendance excluding exhibitor personnel, press and staff ©2009 Exhibit surveys, inc.

24. Specific Areas of Exhibit Visited & Time Spent Based on RFID data for the survey respondents Solution E8% visited27.4 mins each Solution G14% visited 17.4 mins each Solution I4% visited11.6 mins each Solution H24% visited 15.2 mins each Theme 4 3% visited9.5 mins each Theme 31% visited4.5 mins each Solution D14% visited15.7 mins each Theme 21% visited4.3 mins each Solution C22% visited17.0 mins each Theme 14% visited2.4 mins each Total Average Booth Duration = 32 minutes* Average Number of Visits = 1.3* * Based on total RFID database Solution B19% visited 18.2 mins each ©2009 Exhibit surveys, inc.

25. Number of Times Visited PhilipsDo you plan to return to the Philips exhibit? What are your reasons for returning? 30% visited the XYZ exhibit more than once Visitors who return more likely to be evaluating products for purchase. ©2009 Exhibit surveys, inc.

26. Reporting Results Data Visualization

28. Methodology

29. Summary

30. Conclusions & Recommendations

32. Key Findings and Conclusions

35. Generate Internal Benchmark

36. Periodic Reporting

37. Show Selection and Investment

39. Summary – Key Take Aways Implementing your measurement plan Data collection is critical Assign responsibility (internal or outsource) Monitor closely to assure integrity of data Map evaluation of data to original measurement objectives (stick to your plan) Report and communicate results Communicate only what is meaningful Communicate widely and at different levels Key strategic findings to management and stakeholders Detailed reporting to event staff and strategic vendors Be as consistent as is possible in measurement from event to event

40. Questions

41. Thank You! Roger Lewis – rlewis@alliancetech.com Skip Cox – skip@exhibitsurveys.com