Post-Show Report » Spotlight on the Visitors » Spotlight on the Exhibitors » Marketing Activities www.printex.com.au
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Post-Show Report» Spotlight on the Visitors» Spotlight on the Exhibitors» Marketing Activities
www.printex.com.au
2 l PrintEx11Post-Show Report
» SPOTLIGHT ON THE VISITORS
Objectives Importance Satisfaction1
To look for new products/evaluate new technology 4.40 4.16
To keep abreast of industry trends 4.40 4.20
To look for new/alternative suppliers 3.79 4.11
To make purchasing decisions/source products 3.60 4.15
To see existing suppliers 3.74 4.32
Networking 3.55 4.20
To solve specific business problems 3.20 3.95
To access IT/software solutions 3.08 3.93
To attend the PrintEx Forums 2.78 3.83
To place orders 2.92 4.151 Mean ratings: 1 = Very Unimportant / Very Unsatisfied; 5 = Very Important / Very Satisfied
Analysis by Promotional Sources2 Responses %
Direct email 132 44%
Trade magazine 85 28%
Direct mail 72 24%
Word of mouth 41 14%
Website(s) 40 13%
Through an exhibitor 39 13%
e-newsletter 25 8%
Through an association 11 4%
Other 8 3% 2 Analysis by Promotional Sources had multiple responses from
attendees - % based on single visits. Source: Micromex Visitor Survey – PrintEx11
» Visitor ResearchA total of 300 face-to-face visitor exit surveys were completed.
» Visiting Trends43% of respondents visited PrintEx when it was last held in 2007.
» Satisfaction93% of respondents stated that overall they were ‘satisfied’ or ‘very satisfied’ with PrintEx11.
36% of respondents who had visited PrintEx previously rated PrintEx11 ‘a little better’ or ‘much better’ than the last one they visited.
Time spent at PrintEx11 was 4.7 hours on average.
» Purchasing Authority and Intentions71% of respondents stated that they held direct authority or influence for purchasing the types of goods or services seen at PrintEx11.
80% of respondents, who had direct authority or influence for purchasing, saw something at PrintEx11 that they were likely to buy after the exhibition.
» Awareness of PrintEx1144% of respondents first became aware of PrintEx11 through direct email, 28% through trade magazine and 24% by direct mail.
» Exhibition Directory77% of respondents who received an ‘Exhibition Directory’ stated that they would use it to contact exhibitors after PrintEx11.
33% of respondents who received an ‘Exhibition Directory’ stated that they would keep it for more than 12 months.
45% of respondents who received an ‘Exhibition Directory’ stated that 4 or more people would have access to it.
» Future PrintEx visiting intentions88% of respondents stated that they ‘definitely’ or ‘probably will’ recommend to associates in the industry that they should visit PrintEx in 2015.
PrintEx11 Post-Show Report l 3
» Summary of Attendance (PrintEx & VIIE Combined)
Single Visits Revisits Total
Wednesday 4th May, 2011 2,357 0 2,357Thursday 5th May, 2011 2,606 602 3,208Friday 6th May, 2011 2,112 704 2,816
Totals 7,075 1,306 8,381
* A summary of the number of people who attended the show, reported by day (one entry only per day) and categorised as single visits and attendees who have revisited the exhibition on subsequent days. Reported attendance figures do not include exhibitors & media. Source: CAB Audit PrintEx11 & VIIE2011
Source: CAB Audit PrintEx11 & VIIE2011
» Analysis of Attendance by Geographical Area
International & DomesticState No of Attendees % of Attendees
NSW 5,128 72.5%VIC 733 10.4%QLD 419 5.9%SA 159 2.2%WA 104 1.5%ACT 88 1.2%TAS 47 0.7%NT 11 0.2%
Total Australia 6,689 94.6%
New Zealand 242 3.4%Other Overseas 144 2.0%
Total Attendees 7,075 100%
3500
3000
2500
2000
1500
1000
500
0Wed 4th
602Revisits
2606Visits
2357Visits
2112Visits
704Revisits
Thurs 5th Fri 6th
8,381Total Attendance
1,306Revisits
7,075Single Visits
WA(104) 1.5%
QLD (419) 5.9%
NSW (5,128) 72.5%
NT (11) 0.2%
SA (159) 2.2%
TAS (47) 0.7%
VIC (733) 10.4%
4 l PrintEx11Post-Show Report
* Analysis by Job Position had multiple responses — % based on single visits. Source: CAB Audit PrintEx11 & VIIE2011
» Analysis of Attendance by Job Position
» Testimonials“PrintEx11 provided a positive result for us, consistent with the previous PrintEx in Sydney in 2007. Our brand presence and product sample giveaways are always popular with existing clients and new enquiries and we were happy to welcome a number of interstate visitors to our stand this year, as well as locals. Our primary role at the show is to acknowledge and serve existing customers, as well as to foster new enquiries, and PrintEx11 enabled us to do that most successfully.”
Malcolm Cumming – Longbottom Digital Paper
“I’ve always considered PrintEx to be a good show and we’ve always done very well here. Because it’s a simpler, shell-scheme theme the products do the talking. This year’s show has more than lived up to our expectations. It’s been consistently busy, right through until the end of Friday afternoon, with many visitors from interstate and New Zealand, as well as more local businesses, seeking us out to talk about our new machines and see them in action.”
Ian Guanaria – Aldus Engineering
4.0% (284) 2.1% (148)
19.4% (1,373) 1.7% (118)
7.3% (519) 1.2% (82)
19.5% (1,380)
3.3% (235) 11.9% (843)
7.7% (547) 2.4% (170)
1.6% (114) 13.2% (937)
2.6% (185)
3.6% (257) 1.0% (69)
3.4% (238)
AdministratorApprentice
CEO / Managing DirectorConsultant / Educator
DesignerFinance / Accountant & Estimator
Manager
OperatorOwner / Partner
ProductionPurchasing
Research & DevelopmentSales & Marketing
Student
TechnicalSupervisor
Other
Media 0.8% (58)
PrintEx11 Post-Show Report l 5
19.5% (1,380)
» Analysis of Attendance by Industry / Business
Industry / Business No of Responses
% of Attendees* Industry / Business No of
Responses% of
Attendees
Cheques & Security Printing 48 0.7% Mail House 128 1.8%
Commercial Printing - General & Promotional 1,059 15.0% Multimedia 78 1.1%
Consultancy 130 1.8% Packaging-Folding Cartons 79 1.1%
Copying 91 1.3% Packaging-Other & Paper Converting 120 1.7%
Corporate 148 2.1% Photography / Photo Library 90 1.3%
Designers-Graphic 521 7.4% Prepress House / Service Bureau 56 0.8%
Digital Printing 1,071 15.1% Print Broker 99 1.4%
Direct Marketing, Advertising, Marketing 221 3.1% Print Buyer 72 1.0%
Display-Outdoor / POS 154 2.2% Printing (books, magazines, periodicals & newspapers) 322 4.6%
Engineer 101 1.4% Professional Associations 24 0.3%
Envelope Manufacturing 31 0.4% Publishing (books, magazines, newspapers) 102 1.4%
Environment 18 0.3% Screen Printing 117 1.7%
Factory Design 21 0.3% Software-MIS / Job planning 47 0.7%
Finance & Leasing 59 0.8% Stationery / Business Forms 48 0.7%
Government Liaison 26 0.4% Supplier - Equipment / Paper / Consumables / Software 441 6.2%
Greeting Cards,Calendars & Diaries 31 0.4% Trade Binding & Finishing 102 1.4%
Industry Association 54 0.8% Trade Magazines & Books 21 0.3%
Inplant 23 0.3% Training & Further Education 87 1.2%
Internet Web Design & Production 44 0.6% Other 523 7.4%
Label Printing 289 4.1% No response given 379 5.4%
Total Responses 7,075 100%* % based on single visits. Source: CAB Audit PrintEx11 & VIIE2011
# Industry / Business No of Responses
% of Attendees* # Industry / Business No of
Responses% of
Attendees*
1 Digital Printing Presses 1,821 25.7% 6 Inkjet 849 12.0%
2 Digital Media 1,374 19.4% 7 Papers 837 11.8%
3 Design 1,271 18.0% 8 Bookbinding 770 10.9%
4 Colour Management 1,003 14.2% 9 Book Printing 728 10.3%
5 Design Software 909 12.8% 10 Consumables 636 9.0%
» Analysis by Product Interests (Top 10)
* Analysis by Product Interest had multiple responses — % based on single visits. Source: CAB Audit PrintEx11 & VIIE2011
6 l PrintEx11Post-Show Report
1 Mean ratings: 1 = Very Dissatisfied, 5 = Very Satisfied. Source: Micromex Visitor Survey – PrintEx11
» Exhibitor ResearchA total of 80 exhibitor telephone surveys were completed.
» Leads generatedThe average number of estimated sales leads received was 52 per exhibitor.
» Estimated Business WrittenThe estimated average business written as a result of exhibiting at PrintEx11 was $289,286.
» Exhibitor Satisfaction
Objectives in Exhibiting Satisfaction Rating1
Maintain status as an industry player 3.93
Promote company & product awareness 3.85
Promote new products/services 3.82
Launch a new product/service 3.81
Generate new sales leads 3.59
Increase sales to existing customers 3.15
Write sales orders on site 3.08
Seek agent/distributor/reseller 2.87
Satisfaction Criteria1 Satisfaction Rating1
Quality of visitors 3.59
Sales leads 3.39
Quantity of visitors 3.28
Orders anticipated from exhibiting at PrintEx 3.08
Value of orders taken 2.77
Exhibitor Ratings of the Organisation Satisfaction Rating1
Venue 4.16
Cleaning 3.97
Security 3.93
Exhibition layout 3.91
Organisation of the event 3.90
Promotion of the event 3.90
Shell scheme construction 3.72
Electrical installation 3.55
Catering 3.07
Parking 3.07
65%Satisfied
19%Very Satisfied
13%Neither
19% Very Satisfied
13% Neither
2% Dissatisfied
65% Satisfied 1% Very Dissatisfied
Chart Key
» SPOTLIGHT ON THE EXHIBITORS
PrintEx11 Post-Show Report l 7
» Direct MailApproximately 47,500 trade invitations were distributed to industry personnel using targeted mailing lists, including past visitors to PrintEx and PacPrint, trade magazine subscribers and externally sourced lists. These were released to the industry approximately four weeks prior to the exhibition, along with a further 41,000 sent to exhibitors for distribution to customers and association members.
» Email MarketingAn extensive email marketing campaign was used to both encourage new visitors and remind all registered visitors to attend the exhibition. An email invitation was sent to past visitors to PrintEx and PacPrint approximately five months prior to the PrintEx11. Targeted reminder emails were then sent out to both registered visitors and non-registered prospects at 3 months, 2 months, 1 month, 2 weeks, 1 week and 1 day prior to the exhibition, as well as on Days 2 and 3 of the exhibition.
» AdvertisingTo target potential PrintEx11 visitors, an extensive advertising campaign commenced five months prior to the show. The campaign incorporated a combination of trade magazine and online advertising. Below is a summary of these activities.
The online campaign complemented the Social Media campaign/competition to attract the Tier 2 audience of marketing, advertising graphic designer and student segments.
Trade Publications• Australian ProPrint• Australian Printer• New Zealand
Printer• Asia Pacific
Packaging
• Packaging• Print21• Desktop• Image Magazine• Flexo
Online Publications• AdNews• Australian Creative• Desktop Online• Mumbrella• Adland• Print21 Online
• Wide Format • Printers Post• I-grafix• B&T• ProPrint Online
» Public RelationsOur public relations consultant – Frampton PR – undertook a comprehensive campaign covering industry media. Extensive editorial coverage of PrintEx11, individual exhibitors, products and parallel events were secured in all key printing industry trade journals.
Logos‘See us at PrintEx11’ logos were designed and made available to exhibitors to include on their website and in their email signature. This assisted in driving visitors to individual stands.
Exhibition Directory77% of visitors surveyed stated that they will use the Exhibition Directory to contact exhibitors after PrintEx11. Available to every visitor at the entrance, the Exhibition Directory was a valuable reference tool during and after the show.
WebsiteAll exhibiting companies were provided with the opportunity to provide a 100 word company profile to be listed on the website. The PrintEx11 website proved to be a valuable tool for visitors and exhibitors to access information about the event. Analysis shows that the PrintEx11 website had more than 16,700 unique visitors in the 6 months up to the event.
» Marketing Activities for PrintEx11Below is an overview of marketing activities undertaken by Reed Exhibitions to attract a high-quality audience of printing and graphic communications to PrintEx11.
Co-Located withPresented by
think print. think packaging. think design.
» OrganisersPrintEx was presented by the two leading industry associations— Graphic Arts Merchants Association of Australia (GAMAA) and Printing Industries Association of Australia (PIAA). The PrintEx11 Board comprised:
GAMAA Board Members
• Mitchell Mulligan (Chairman)
• Ian Martin• Livio Barbagello• Craig Heckenbergwww.gamaa.net.au
PIAA Board Members
• Susan Heaney• Chris Segaert• Peter Carriganwww.printnet.com.au
» Exhibition Management
Locked Bag 7888Chatswood NSW 2067 AustraliaT (02) 9422 2703 F (02) 9993 8342 www.reedexhibitions.com.au
“PrintEx11 marked the first opportunity we’ve had to publicly showcase our new digital offering and, together with our partners Kodak and Konica Minolta, we were delighted with how smoothly it worked and how well received it was by visitors...PrintEx is obviously a chance to show off what we have, but also an important time to motivate and strengthen our own team, our links with our partners and to build stronger relationships with our customers.”
Alastair Hadley – Heidelberg Australia
www.printex.com.au
Related Documents
