Introduction
Online Survey regarding marketing activitiesSent to exhibition organisersThe results analysed by trade and consumer show organisers
Measuring ROI of each element of marketing campaign
Trade – 54%Consumer – 70%
Do you accurately measure the return on investment each element of your event marketing programme delivers:
Visitor Marketing Campaign – when does it start:
Consumer – on average 21 weeks before the event (4.8 months)Trade – on average 23 weeks before the event (5.3 months)
TRADE CONSUMER
Mode – 3 to 4 months (40%)
More than 6 months before32%
Mode – 3 to 4 months (37%)
More than 6 months before33%
How soon before the event did you start your visitor marketing campaign:
36% increase
12% decrease
Marketing spend split – Consumer shows
Offline spend
Online spend
Last 12 months
Last 12 months
Next 12 months
Next 12 months
75%
25%
66%
34%
To what extent has your marketing spend increased/decreased over the last 12 months and to what extent do you expect it to change over the next 12 months:
Offline spending - Consumer
Last 12 months
Next 12 months
Direct Marketing 24% 25%
Magazine advertising 20% 19%
National newspapers 18% 17%
Radio advertising 16% 17%
PR 14% 14%
TV advertising 8% 7%
Please provide an estimate for the proportion of your event marketing budget spend on each of the following:
Online spending - Consumer
Last 12 months
Next 12 months
Event website 40% 38%
Email 22% 20%
SEO (search engine optimisation) 9% 8%
Affiliate 5% 8%
PR 7% 7%
Viral email campaigns 4% 6%
Online display on websites 9% 5%
Podcasts 2% 3%
Blogging 1% 3%
Mobile marketing 1% 2%
Please provide an estimate for the proportion of your event marketing budget spend on each of the following:
24% increase
12% decrease
Marketing spend split – Trade shows
Offline spend
Online spend
Last 12 months
Last 12 months
Next 12 months
Next 12 months
67%
33%
59%
41%
To what extent has your marketing spend increased/decreased over the last 12 months and to what extent do you expect it to change over the next 12 months:
Offline spending - Trade
Last 12 months
Next 12 months
Direct Marketing 50% 51%
Magazine advertising 28% 26%
PR 16% 18%
National newspapers 3% 3%
Radio advertising 1% 1%
TV advertising 1% <1%
Please provide an estimate for the proportion of your event marketing budget spend on each of the following:
Online spending - Trade
Last 12 months
Next 12 months
Event website 41% 41%
Email 29% 29%
Online display on websites 8% 8%
PR 8% 8%
SEO (search engine optimisation) 3% 4%
Viral email campaigns 3% 3%
Podcasts 2% 2%
Affiliate 2% 2%
Mobile marketing 1% 2%
Blogging 1% 2%
Please provide an estimate for the proportion of your event marketing budget spend on each of the following:
Email Campaigns – Trade
Open rate Conversions to
registrations
Previous visitors to the event
34% 37%
Previous visitors to other shows in portfolio
22% 21%
A purchased/outsourced database
17% 14%
When sending out an email campaign for the event, what percentage open rate do you have on email campaigns sent to:
Email Campaigns – Consumer
Open rate
Actual ticket sales
Total conversi
on
Previous visitors to the event
36% 28% 10%
Previous visitors to other shows in portfolio
18% 12% 2%
A purchased/outsourced database
10% 5% 0.5%
When sending out an email campaign for the event, what percentage open rate do you have on email campaigns sent to:
Taste of Christmas
VIL collected visitor dataat the Taste of LondonFestival
25% of advanced ticket sales were directly from this database
Percentage of visitors delivered - consumer
OFFLINE
67%
ONLINE
33%
Direct Marketing 28%
National newspapers 20%
Magazine advertising 18%
PR 16%
Radio advertising 14%
TV advertising 5%
Event website 48%
Email 23%
PR 10%
SEO 5%
Viral email campaigns 5%
Affiliate 2%
Online display on websites
2%
Podcasts 2%
Please provide an estimate of the percentage of visitors delivered by each marketing activity:
Percentage of visitors delivered overall - consumer
Direct marketing 18.5%
Event website 15.6%
National newspapers 13.5%
Magazine advertising 11.9%
Offline - PR 10.7%
Radio advertising 9.5%
Email 7.5%
Online - PR 3.4%
TV advertising 3.3%
SEO 1.5%
Viral email campaigns 1.5%
Podcasts 0.7%
Online display on websites 0.7%
Affiliate 0.7%
Please provide an estimate of the percentage of visitors delivered by each marketing activity:
Percentage of visitors delivered - trade
OFFLINE
41%
ONLINE
59%
Direct Marketing 62%
Magazine advertising 22%
PR 14%
National newspapers 1%
Radio advertising <1%
TV advertising 0%
Email 52%
Event website 30%
PR 5%
Online display on websites
4%
SEO 4%
Mobile marketing 1%
Please provide an estimate of the percentage of visitors delivered by each marketing activity:
Percentage of visitors delivered overall - trade
Email 30.9%
Direct marketing 25.5%
Event website 17.4%
Magazine advertising 9.1%
Offline - PR 5.7%
Online - PR 2.8%
Online display on websites 2.5%
SEO 2.4%
Podcasts 0.8%
Mobile marketing 0.8%
Affiliate 0.7%
National newspapers 0.5%
Viral email campaigns 0.4%
Radio advertising 0.2%
Please provide an estimate of the percentage of visitors delivered by each marketing activity:
Most successful marketing activities
TRADE CONSUMER
Direct marketing 43%
Email 34%
Event website 15%
Direct marketing 20%
TV advertising 15%
Radio advertising 15%
Event website 10%
Email 10%
Magazine advertising 10%
National newspapers 10%
We would like to understand if online/digital or offline media/marketing is most successful in getting visitors to the event. Which media is most successful:
Marketing spend increase / decrease - Trade Increase /
stay the same
Decrease
Last 12 months
Last 12 months
Next 12 months
Next 12 months
83%
17%
60%
40%
To what extent has your marketing spend increased/decreased over the last 12 months and to what extent do you expect it to change over the next 12 months:
Marketing spend increase / decrease - consumer Increase /
stay the same
Decrease
Last 12 months
Last 12 months
Next 12 months
Next 12 months
85%
15%
56%
44%
To what extent has your marketing spend increased/decreased over the last 12 months and to what extent do you expect it to change over the next 12 months:
Most cost-efficient marketing activities
TRADE
Online – 92%Offline – 3%
Don’t know – 5%
CONSUMER
Online – 74%Offline – 19%
Don’t know – 7%
Email 71%
Event website 16%
SEO 5%
Email 56%
Event website 16%
SEO 8%
Affiliate 8%
Which do you consider to be most cost-efficient:
Handle online/digital marketing
TRADE
In-house – 86%Specialist agency – 8%
Normal marketing agency – 8%
CONSUMER
In-house – 74%Specialist agency – 19%
Normal marketing agency – 15%
Do you handle online/digital marketing campaigns:
Event website
TRADE
Proportion of registrations – 65%
CONSUMER
Proportion of ticket sales – 44%
Average length of visit
8 mins
Average pages viewed 5
Average length of visit
8 mins
Average pages viewed 5
Advertising revenue 62%
Ticket sales 22%
Affiliate revenue 9%
No additional revenue 28%
Ticket sales 70%
Advertising revenue 41%
Affiliate revenue 22%
No additional revenue 19%
On average, how long do visitors to your event website spend on it:/ Does your event website provide any of the following types of revenue stream:
Website promotion
TRADE CONSUMER
Business networking sites
44%
Social networking sites
34%
Facebook 82%
LinkedIn 64%
You Tube 36%
Business networking sites
26%
Social networking sites
74%
You Tube 85%
Facebook 80%
MySpace 40%
Do you promote your event on any of the following websites:
Registrations - Trade
51% of those who pre-register actually attend the event21% of visitors register on-site42% actually charge on-site registered visitors
What percentage of your visitors who pre-register with you then actually attend the event:
Average distance travelled to an event
Consumer – 26% travel between 51 and 75 miles to the event.Trade – 26% travel over 75 miles to the event.
What is the average distance travelled by your visitors to your event:
Overall confidence for 2009
How would you rate your overall level of confidence in the current market place that your event serves in 2009:
Trade Consumer
Extremely confident 5% 11%
Very confident 15% 22%
Quite confident 57% 48%
Not very confident 23% 11%
Not at all confident 0% 7%