I'd like to see an analysis of foot traffic patterns in industrial trade fairs

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Request for Question Clarification by czh-ga on 27 Nov 2002 04:05 PST

I can give you information about how such analysis is conducted. Would
this meet your needs?
czh

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Clarification of Question by leej-ga on 27 Nov 2002 05:10 PST

Hi
I'm trying to get a handle on whether anyone has done an analysis of
foot-traffic in Trade Fairs.
I suspect that visitors to Trade Fairs simply visit the very specific
booths that are of immediate relevance to them and that they don't
really wander around "window shopping"
Is this true?
Also is there any research done on what's the average ROI of visitors
to booths to follow up sales. i.e what's the yiedl on an investment in
a booth at a trade fair?

Hello leej-ga,

Your curiosity about whether anyone has measured customer behavior at
trade shows and analyzed the return on investment is well justified.
According to Creative Innovations Worlwide
(http://www.tryci.com/search/index.asp
  ) “Every year more than 1.3 million companies do a trade show that
more than 85 million people attend. After magazine advertising, trade
shows are the nations 2nd largest marketing expenditure.”

There has been quite a lot of research on measuring the return on
investment of trade show participation and much of the literature
deals with increasing the effectiveness of the sales force. The
analysis of foot traffic at the trade show is not mentioned as a
separate issue in most of the articles that discuss how to be an
effective vendor at the show. Most of the literature is from the
perspective of how to influence the behavior of the attendees and how
to manage the activities of the sales force. The links below will give
you a good start on helping you clarify your understanding of trade
show marketing.

I hope this answers your question but please don’t hesitate to ask for
clarification.

czh

http://www.ceir.org/core.cfm
Center for Exhibition Industry Research
This organization offers a large selection of research reports for its
members. Browsing the topics will help you “get a handle” on the types
of analysis that has been done in the trade show industry.

http://www.marketingadvocate.com/NewsLetterStories%5CTopic-2002-05-1.asp
May 2002, Turning Trade Shows and Events into Powerful Acquisition and
Retention Tools
This is an article about measuring ROI.

http://www.mcse.external.xerox.com/isbm/dscgi/ds.py/Get/File-119/23-1998.pdf
The Effectiveness of Trade Show Efforts on Distributors
This is a 29 page report on measuring the effectiveness of trade shows
and discusses how to measure the trade show’s return on investment.
http://www.mcse.external.xerox.com/isbm/dscgi/ds.py/Get/File-121/24-1999.pdf
Trade Show Synergy: Enhancing Sales Force Efficiency
This is a 38 page report with lots of statistics on measuring sales
force performance at a trade show.

http://www.tradeshowresearch.com/a_suc_exhib.html
Successful Exhibiting – Making Exhibits Work for You

http://216.239.51.100/search?q=cache:lv2bwrAaqmEC:www.amsreview.org/amsrev/theory/hansen08-99.html+%22trade+show%22+behavior&hl=en&ie=UTF-8
Trade Show Performance: A Conceptual Framework and Its Implications
for Future Research
This is a scholarly paper on measuring the effectiveness of trade
shows.

http://www.delahayemedialink.com/tsm.cfm
Trade Show Measurement: What makes attendees purchase?

http://www.tsnn.com/
Trade Show News Network.

http://www10.americanexpress.com/sif/cda/page/0,1641,15835,00.asp
Effective Trade Show Planning

http://www.comdex.com/face2face/issue15/behavior.html
COMDEX Fall 2001 attendee profile: Part two - Show behavior

http://www.surveysupport.com/association/confFloorTraff.htm
Floor Traffic Analysis
http://www.surveysupport.com/association/confFloorTraff.htm#works
How Conference Floor Traffic Tracking Works
This page describes how to conduct foot traffic analysis. It includes
the worksheets for

http://www.innovativegis.com/basis/MapAnalysis/Topic6/Topic6.htm
Map Analysis
Topic 6: Analyzing In-Store Shopping Patterns
 


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