ALA has completed a two year, 4 show research project to track and measure traffic on the exhibit floor. This research was performed by industry expert, EthnoMetrics. In addition to traffic research, ethnoMetrics created exhibitor training webinars and on-site sessions for ALA exhibitors. “The goal of the research and training is to give ALA exhibitors a better handle on the audience attending ALA exhibitions,” stated Deidre Ross, CMP, director of conference services at ALA. “We want to give exhibitors the tools to improve their exhibit performance and increase the return on their investment in ALA events.”
The research results are now available in different formats and also give exhibitors the ability to work with ethnoMetrics at future ALA events to perform customized, exhibit specific research and training. “For the first time, ALA exhibitors will be able to develop systems and procedures to take advantage of their time at ALA”, added Marty Smith, vice president of EthnoMetrics. “What we discovered at the beginning of this project is that, like most exhibitors across the many industries we study, ALA exhibitors are not achieving the highest potential from their exhibit investment. Either they aren’t recognizing the potential in the audience on the floor or they do not know how to effectively interact with that audience.”
"The research from ethnoMetrics is tremendously valuable to us in managing the exhibition as we review and evaluate each shows results", added Ross. "Combined with our post show exhibitor and attendees surveys, we are able to examine the strengths and weaknesses of each exhibit floor layout and make changes that have an immediate impact on the next event. We are able to move stronger aspects of the floor, like the internet room or spotlight theaters, to even out the flow of traffic around the floor. Recent feedback has also contributed to the relocation of and activities in the Membership pavilion. We originally funded the research to improve the way attendees consumed the exhibit floor and are now able to give exhibitors access to data that can help them enhance their own exhibit performance. Included in our goals for the future are to expand the training and offer new services to first-time exhibitors."
All participating exhibitors will have access to the Executive Summary of the research report. In addition, ALA will continue offering training session on the web and live at the show, sponsored by the Exhibits Round Table (ERT) of ALA. The web materials will include video examples of the “Top 10 Do’s and Don’ts” specific to ALA events. On-site training sessions will be held during move in and will include tips and technique’s to attracting and engaging booth prospects, in-booth demonstration methods and lead generation and post-show follow up.
For exhibitors who are interested in a more in depth analysis of traffic measurement and timing, a detailed “ALA Exhibit Floor Report” will include:
Pricing for this report and custom research will also be set at a discount rate for Library Champion organizations. Custom research will include the detailed “ALA Exhibit Floor Report”, a pre-show customized training webinar and video of the exhibitor’s booth at the upcoming show. EthnoMetrics staff will also provide in-booth consultation at the show. Pricing for these different levels of service are:
| To all exhibitors | Detailed Report | Booth Size: 0–1000 sq ft | Booth Size: 1001+ sq ft | |
|---|---|---|---|---|
| Executive Summary: Traffic—Measure show traffic flow and volume over time, analysis of hot spots, space selection, etc… Timing—Measure time spent in key areas of the event. (booths, reg., pavilions, etc…) |
X | X | X | X |
| Planning Video—Video overview with "top 10" do's/don'ts for ALA events | X | X | X | X |
| Pre-Show Training (Webinars)—Provide basic training to optimize Attendee to Exhibitor interaction behavior (Sponsored by ERT). | X | X | X | X |
| Detailed Analysis Report—Analysis and video DVD's of the space from the ALA events. | X | X | X | |
| Booth Video & Analysis | X | X | ||
| Consultation—Provide advise on the effectiveness of booth design/behavior in attaining your goals as well as recommend tactical/process approaches to optimize exhibit value and increase ROI. | X | X | ||
| Customized Preshow Webinar Training—Prior to the event web training will be conducted with the staff—Live training is available however travel costs are not included in the stated fees. | X | X | ||
| Standard Pricing | $2,500 | $4,000 | $6,000 | |
| Champion Discount Price | $1,500 | $2,500 | $3,000 |
Exhibitors who are interested in understanding the research, ordering the detailed report or who want to arrange for advanced services can send an email to alaresearch@heiexpo.com.