Predict Future Results Solutions
We examine all direct marketing channels to gauge channel, campaign, and segment performance, comparing response or registration data to provide you with insight into the Top performing segments, Segments to avoid, Relative campaign performance, intra and inter channel results, and Direct Marketing Coverage.
ALTERNATING VENUE ANALYSIS
Trade show & event organizers face can have attendee drop off when they alternate venue locations. How do you combat this challenge? If you want to make a data driven calibration to your direct marketing tactics this analysis will show what business locations to invest more or less in with each alternating venue. This is critical when more than 50% of attending locations never send anyone to the alternate venue and even those who go to both may cut their attendance by 80% at the alternate venue. With this analysis, you can answer the question "How do the alternating venues affect our attendance patterns?". Our clients have realized significant direct marketing savings with this model. It provides the tactical tool to message and allocate marketing touches with data driven precision, while rolling those savings into more productive marketing investments each alternating show year.
PROGRAM OR PRODUCT PERFORMANCE LINKED TO CAMPAIGNS
What marketing campaigns contributed to a specific product line or program’s revenue during the analysis period?
Better segment design, messaging and list selection improving the strength of each direct marketing campaign. This analysis shows the utility that offers have and their breadth of coverage across product lines, program portfolios and service types.
MARKETING CAMPAIGN PERFORMANCE ACROSS PROGRAM OR PRODUCTS
Many of our clients have diverse product lines or different portfolios of programs. Because of this, we have designed and analysis that performs a deep dive review that examines what marketing campaigns lined up in the touch pattern prior to a certain product order, subscription,or educational program enrollment.
RESPONSE & REGISTRATION CURVE ANALYSIS
By understanding your response or registration curve, it helps allocate budget dollars, marketing messaging and eliminates the panic-mode when your registration numbers aren't as high as you would like at a certain point in time because you understand that in another week, they will rise based on past trends.
This analysis creates curve views for your various types of registrations types (International vs. Domestic, Member vs. Non Member, and Repeat Attendee vs. First Time Attendee), and we can customize views to your requirements and data availability.
TITLE + FUNCTION ANALYSIS
Part of understanding your customer profile is determining their title level and function area. Are they the decision maker or influencer?
For the BtoB marketplace, understanding title and function class can improve messaging and segmentation offered on products, services and programs.
NO SHOW ANALYSIS
The dreaded No Show is a headache for event and trade show organizers! To combat increasing no show rates, trade show & event organizers need to understand more than just their overall no show rate. The Attendance No Show Analysis examines the no-show rates across relevant show demographics providing you with a relevant report to take actionable steps. This analysis helps you to develop messaging, tactics and tests for the "high" no show segments to effectively reduce the no show rate.
EDUCATION & SPECIAL EVENT ANALYSIS
Education and special events can be a very nice source of secondary revenue for any trade show or event. This analysis establishes the income potential of these education and special event opportunities to help you better understand the ROI from each event for proper allocation of trade show & event dollars. This analysis provides the director of education and the marketing department the opportunity to hand pick the best possible educational targets for the next show year. Data driven relevant education and special event messaging across all direct channels may now be employed within marketing communications for the next show. A proactive educational marketing strategy may be employed with identified organizations when they register for measurable up-sale opportunities.
ATTENDANCE DYNAMICS ANALYSIS
Our attendance trend analysis has various segments translating your data into intelligent information. Your marketing team will understand and benchmark attendance dynamics between new and repeat attendance at both the individual and the business location level. This analysis module examines attendance trends typically for a 3 to 6 show, event or course years providing you with an in-depth look at your data trends.
LOCATION/INDIVIDUAL ATTENDANCE TRENDING
Understanding attendance dynamics is essential. Many clients want to take a deeper dive into their show’s attendance. This module answers that call by allowing the marketing and/or sales team to examine attendance at the business location level over a 3 to 5 year period. This analysis displays what business locations have sent the most attendees for the entire trending period as well as year-by-year.
If you want an easy to use look at the attendance levels for any attending group, you have it with this analysis package. It becomes easy to select organizations to reward, thank and encourage those who have slipped off the attendance radar.
Developing a benchmark RFM study prior to embarking on a new marketing program, branding campaign or loyalty program is recommended.
We can establish clear RFM data milestones and look at RFM migration with follow-up studies once the marketing, branding or loyalty program has been put into action.
NEW & REPEAT ATTENDEE ANALYSIS
This helps the marketing team understand and benchmark attendance dynamics between new and repeat attendance at both the individual and the business location level. This leads to better segmentation options, a better environment to tactically limit the number of pieces to non responsive locations, more powerful data metrics to manage messaging to personalize the attendee experience.
SHOW DEMOGRAPHIC ANALYSIS
Trade shows and Conferences have done a good job at capturing demographic information within the registration process. Many have studied this information and used their findings as talking points for new exhibitor sales as well as helping with renewing existing exhibitors and sponsors.
What many show executives have found helpful is a trending analysis over 3 to 5 years on their key demographic questions. This helps to establish trends and to validate the demographic questions and their value for data capture.
The enhanced show demographic analysis provides data driven talking points for exhibitor sales. This analysis can be used to assist in developing registration profiling. Changing registration demographics may be monitored.
CROSS DEMOGRAPHIC ANALYSIS
As the name implies we overlay one demographic question with another and look at all the possible answers or solutions. For example, we could take a common question such as title and cross it with industry or budget. We have found insightful anomalies within the cross-demographic analysis. As an example for one large show, we found senior purchasing titles with little to no budgetary responsibility (budgets resided within the operational departments and purchasing was acting as a facilitator).
Cross demographic findings often develop new segments and messaging implications for the client and their show marketing. This analysis is helpful in testing theories about attendee profiles and can be helpful with message development to various demographic segments within the registration file.
GEOGRAPHIC PENETRATION ANALYSIS
Understanding your penetration into industries based on key geographic locations can help your sales team unlock potential new markets. Key data elements (SIC, NAICS, Annual Revenue, Number of Employees Etc.) may be compared to a statewide universe to answer questions like "What is our penetration rate with the heavy equipment dealers in Indiana, the Mid West Region, or nationally?" may now be answered with real data.
CAMPAIGN PERFORMANCE BY GEOGRAPHICAL LOCATION
This allows the marketing team to examine the domestic or international geographical bias against individual direct marketing campaigns. This is a hybrid analysis that blends the direct marketing campaign performance within geographic boundaries.
A very nice deep dive tool that may be used to determine if certain campaigns are a strong rollout or if they should be limited to sections of geography.
CONSULTATION & EDUCATIONAL SERVICES
Many clients need help to turn the analysis into actionable success and overcome marketing or sales "road blocks" With our years of industry expertise, we offer solutions to help you achieve your direct marketing goals.
We have assisted many organizations with overall education for trade shows, events and B2B marketing. We also hold various training events throughout the year to showcase our specialties and share our knowledge with you and your team.