At the heart of the Clarion Events business is its Customer Centricity project. In today's business world, data is everything. The ability to collect, analyze, and act on data is the key to success for any company, no matter its size or industry. But what many exhibitions businesses don't often realize is that data can be used not only to improve individual event decisions but also to shape overall brand strategy for its company. As our client, James McGough, Managing Director at Clarion Events tells us, "It just gives me the information that I want and it makes me feel secure about my brand strategy." Being presented with correctly analyzed data, organizers can gain insights into what's working and what's not, which can help you make better decisions about your events, your portfolio, and your company as a whole. In our recent case study, we explore how Clarion Events have been utilizing research and data to drive its brand strategy, company-wide. "Clarion used the research collated to benchmark events and portfolios against other shows within their sector and to find the relative importance of their event versus competitive events. It enabled the team to understand its market share in each sector as well as the perceived importance of attending one of its events." - Clarion Events Case Study Get your copy of Clarion Events Case Study. Read full details of how we worked with Clarion Events to put CX at the strategic heart of their business with relevant data
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Exhibitor sentiment for virtual events is low according to our latest benchmarks. In March 2020, we started benchmarking exhibitor and sponsor sentiment towards virtual events. We compared these findings to over 3 million data points we hold about the live attendee experience. The benchmarks show that exhibitor Net Promoter Score is significantly lower than live events. It also demonstrates that exhibitors are having a hard time overall proving the return on investment of virtual events. Our client, Seatrade Cruise (an Informa brand) achieved outstanding exhibitor results for their first virtual event. Seatrade Cruise Virtual took place from 5th-8th October 2020 attracting over 11,000 attendees and 750 exhibitors. The event team measured their post-event exhibitor feedback using our event feedback platform. The results show exhibitors scored the virtual event higher than Explori’s benchmarks across all key metrics. Our Research Director Suzanne van Montfoort said, “Seatrade Cruise’s exhibitor Net Promoter Score was 40 points higher than our current virtual events benchmarks. They also scored higher for Overall Satisfaction, Likelihood of Return and Return on Investment. This demonstrates that though exhibitor sentiment across the industry is low there are organisers who are finding ways to deliver a valuable experience for their exhibitors until they are able to return to events in-person.” Click here to find out how the Seatrade Cruise team did it.
For more than 20 years, Black Hat Briefings have provided attendees with the latest in information security research, development, and trends. Due to the global pandemic the Black Hat team had to consider how they could deliver value to their attendees virtually. The main objective of the team was to maintain their audience and communicate their core offering through digital. To measure the success of Black Hat Asia 2020 they collected their post-event feedback using our platform. Explori is an event feedback platform which specialises in benchmarking attendee experience. Since March 2020, we have collected attendee experience metrics for virtual events. These benchmarks are available to all Explori clients and provide the necessary context to understand what “good” looks like for virtual events. A virtual event success Overall satisfaction 95% of respondents were satisfied with Black Hat Asia 2020. This is notably higher than our current virtual events benchmarks. Likelihood of return Close to 90% of attendees said they would attend another virtual event organised by Informa Tech in the future. This too is ahead of the current benchmarks. Net Promoter Score Our virtual events benchmarks reveal that attendee Net Promoter Score sits at +10. Black Hat Asia 2020 scored well above this with +41. This indicates attendees are more likely to recommend attending their event. Selecting the right content As part of the feedback process, Promoters were asked why they gave high scores. Promoters talked about the event being informative, the high quality of the sessions as well as the platform quality and overall organisation. “It goes through a pretty extensive review process,” says Richard McCarthy, Senior Marketing Director at Informa Black Hat. “[There are] multiple layers of reviews before the talks are accepted and then the speakers are given the option of additional training from some of our review board members. So by the time they hit the stage it is ideally cutting edge research, that hasn’t been presented anywhere else, that has been vetted by a panel of experts, and is for the most part exclusive to Black Hat.” The Black Hat Asia team also worked with a high-end production company. They organised studios across various regions which allowed speakers to record their session under the guidance of the production crew. Speakers who were unable to record in the satellite studios were sent equipment such as lighting and easy to use instructions so they could record from home. In our recent study we analysed attendee sentiment towards the future of digital and hybrid events. In this research we discovered some of the strengths of virtual events, particularly related to content. The study revealed over 50% of respondents said the quality of content for digital events was the same or better than live events. This suggests that organisers who invest time delivering high quality content for their digital events will be more favourable to attendees. Measuring virtual events Suzanne van Montfoort, Explori’s Research Director, was the lead researcher analysing Black Hat Asia’s results against Explori’s virtual events benchmarks. “One of the things Black Hat, amongst other clients, find useful about our platform is the ability to benchmark attendee experience,” says van Montfoort. “It’s important to compare like for like as we’ve seen significant variations across KPIs. For example, Net Promoter Score for live events is +11, for virtual events +10 and for webinars +46. Therefore, we built out virtual benchmarks separate to our live events benchmarks. It was fantastic to share with the event team how Black Hat Asia has outperformed the industry benchmarks.” Top tip for running a virtual event “Know what makes your event unique and play it up really well,” says McCarthy. “Content has always been most important for paid attendees so that’s where we invested the most time energy. Making sure the quality was as high as it could be. Making sure the speakers were available to do a live Q&A. Making sure the broadcast elements worked. Really focus on the thing that people were paying for. And that paid off you can see it in the survey results. It was absolutely worth making that investment in the content delivery. And it is tough but figure out that one thing that is going to make your show really work and invest in it. Treat your event as a broadcast and not as a static website. You have to treat it like you’re producing for Netflix or network TV. It’s got to be high end and it’s got to be seamless.”
Today, the second part of findings are released from an extensive global study on the the future of virtual and hybrid events. The study was conducted by live events research specialists, Explori in partnership with UFI, the global association of the exhibition industry and supported by SISO, the Society for Independent Show Organizers. This second part of this global study, comprising over 9,000 responses from 30 countries, follows on the first part which was published in October and looked at how visitors and exhibitors and visitors were feeling the impact of the lack of live events, and their experiences of and comparisons with hybrid or digital events. This report focusses on the experience of visitors and exhibitors at virtual events; how they perceive the current digital offerings, their views on future spend and what role they think hybrid will play in the visitor journey. The findings demonstrate an overwhelming preference for live but indicate growing interest in the use of virtual/hybrid events. One in four respondents who had sponsored/exhibited at a 3rd party digital event say digital events are better for ROI. However, the overwhelming majority still prefer live events when it comes to ROI, generating leads, representing their brand and networking. The study also found that for new events 38% prefer to attend in person vs 68% who would at least consider attending digitally. “The second part of this global survey delivers key insights to the industry as we plan for 2021 and the reopening of our shows and venues. Although it is clear, thankfully, that our customers are keen to return to face to face when possible, the landscape has changed dramatically in the last 9 months, and the path ahead is far from certain. As we emerge from the pandemic we should see digital as an opportunity not a threat,” said Kai Hattendorf, UFI CEO. Sophie Holt, Managing Director, Explori added: “Part two of the global survey provides useful insight into what the digital event of the future may look like. Future digital events will not seek to replicate the in-person experience, but instead leverage their strength at delivering against singular objectives. They will contribute to engaging communities, guide audiences through unfamiliar territory and meet customers where they are. Despite the resounding preference for live events there are strong reasons to consider the importance digital will play as restrictions begin to ease moving into 2021.” Register your interest here.
Welcoming over 15,000 attendees, IMEX America aims to help meeting and event planners create powerful connections. Their objective for IMEX America 2019 was to better understand the experience of their visitors and exhibitors in relation to other events in the industry. Explori are the largest provider of trade show benchmarks across measures that include. Net Promoter Score, overall satisfaction, loyalty, event importance and more. These metrics are anonymised and incorporated into Explori’s global benchmarking dataset which allows organisers to compare their own event scores against an industry benchmark. IMEX GROUP traditionally used SurveyMonkey to measure the performance of their events however they wanted to understand how their scores on key metrics including Net Promoter Score compared to the industry. With over 3,000 trade shows in its dataset, Explori is able to provide organisers with global benchmarking data. This empowers organisers like IMEX GROUP to understand how they compare to competitors and provide insights into how they can improve their event to get and stay ahead. Download the IMEX case study here Of the 3,000+ events Explori benchmark, IMEX America ranked in the 99th percentile for visitor satisfaction. This demonstrates that their visitor satisfaction places them in the top one percent of all the trade shows Explori measures. For exhibitor satisfaction they ranked in the top 16% of the Explori dataset. Visitor loyalty (as measured by likelihood of return) scored 4.11 and for exhibitors this was even higher at 4.40. Scores for visitor and exhibitor loyalty both came in higher than average for their industry. Net Promoter Score is the measure of attendees who would recommend IMEX America to a colleague or a friend is ranked on a scale of -100 to +100. The industry average for trade show visitors recorded by Explori is +9 and for exhibitors -17. IMEX America scored +61 and +23 respectively. These findings supported IMEX’s understanding that they were delivering a strong event that catered to the needs of both its exhibitors and visitors. Filtering survey results revealed even deeper insights. The IMEX America team wanted to understand which attendees weren’t having the best experience and how they could improve this in 2020. Lottie Elson Associate Director of Marketing at IMEX GROUP said, “Explori’s research team flagged up an interesting theme in our post-show results. First time buyers had lower satisfaction scores than others in our attendee population. By filtering the report based on this attendee profile we found that this audience wanted slightly different information on how to navigate and make the most of their time at the event. They also wanted opportunities to network with other first time visitors. This has been a very useful insight which we will be using to improve the experience of our first time visitor buyers in 2020. And thanks to Explori’s intuitive platform we will be able to easily compare the satisfaction of first time visitor buyers in 2020 to our 2019 scores to see if we have succeeded in achieving our goal.”