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Here’s The Difference Between The Old Way and The New at Trade Shows
By Joyce McKee | January 18, 2008
In my previous post I had talked about the tool – MyCES Personal Planner for the CES attendees.
And today I have some numbers to share with you from BD Metrics – the power behind this necessary tool.
Before I go to the statistics, let me share this 3:34 clip of David Pogue and CNBC’s Bill Griffeth - highlight the best of C.E.S. – it is humorous and says a lot about the “old way” of getting around a trade show floor.
These gentlemen are on the road to find the Fujitsu booth on the show floor to talk about the corn-based laptop cover.
http://video.on.nytimes.com/?fr_story=6cbbd68c421f756bc30509aae6ea4d286ac914ae
Thousands of attendees were in their same shoes. However, the numbers from the show indicate that the attendees are becoming educated about the tool, MyCES Planner.
Here are the numbers:
• Attendees further embraced MyCES Personal Planner as they performed 79% more searches and created 83% more maps this year over last year.
• In total almost 1.3 Million searches were executed on the MyCES platform.
• The average number visits per active MyCES attendee user was up 36% this year.
• Attendee logins to MyCES were up 16% as of show end.
| MyCES 2007 | MyCES 2008 | Percent Change | |
| Number of Attendee Logins | 149,861 | 174,541 | 16% |
| Average # of Attendee Portal Visits | 2.8 | 3.8 | 36% |
| Unique Users | 38,940 | 45,656 | 17% |
| Authenticated Searches | 167,198 | 299,912 | 79% |
| Total Searches | 994,115 | 1,292,054 | 30% |
| Total Map View/Print | 56,004 | 102,428 | 83% |
| Total Event Plans Bkmks | 238,540 | 254,430 | 7% |
Now as an exhibitor, what does this mean?
For one thing, make sure you explore all the offerings available to get your name out in front of the attendee.
There are many opportunities to have them see you – from the simplest - your description in the directory to the more costly features, keyword searches, and other brand building opportunities.
Each needs to be explored to determine the ROI it could hold for you. The ability of extending your brand beyond your footprint on the exhibit floor must be explored by your marketing team.
Creating your unique traffic stream can be accomplished in many forms starting with a personal invitation to your audience to see you at the show.
The ROI for the attendee is better utilization of their time and sparing their feet all those extra miles to see specific exhibitors.
Until next time…
Joyce McKee
Topics: Trade Show News, Trade Show Resources |