1

ethnoMETRICS sm
Inc.
ALA Exhibitor Training Overview

Presented by:
Martin P. Smith
269-208-5508

marty@ethnometrics.org
269-209-3335
copyright2005
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Why do measurement?
1. Directs your work.
2. Improves decision making.
3. Allows for experimentation
4. Differentiation What types?
• Traffic
• Timing
• Tracking
• Training

marty@ethnometrics.org
269-209-3335
copyright2005
 3

Definitions
• Pass-by traffic—Attendees that passed by the
area and therefore have an awareness of it
• Stop-by traffic—Attendees that are attracted
enough to the area to enter and consider it
– Engagement traffic—Attendees that display enough
of a preference to engage with; displays,
presentations, demos,…etc.
– Interaction traffic—Attendees that display enough of
a preference to engage with the booth staff
• Conversion traffic—Attendees buy into and/or
purchase the entire experience usually by
means of a lead, appointment, order or purchase
marty@ethnometrics.org
269-209-3335
copyright2005
 4
Measure Performance

Exhibitor A
78% product interest
250 0 How effective was the booth? 29% attraction rate
3% interaction rate
1899
2000
1705 10% in-booth Interaction Rate
1676 1615
1500

1118 1150

10 00 839
669 662 687 625
423 369 390
50 0

80 114 84 58
33 34 53
0

P ass By St op B y E nga ge d

Booth’s busiest time: from 11:00 to 12:00 (776 attendees)

Booth’s least busiest time: from 3:00 to 4:00 (403 attendees)
marty@ethnometrics.org
Average number of attendees in the booth per hour: 612
269-209-3335
40% interaction over the last 12 months
copyright2005
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Change the focus

1. Goals and objectives
2. Target Audience Values
3. Target Audience Objections
4. Tactical Execution/Experimentation
A. Invitation-set the table
B. Interaction-88% of sales closed
C. Property-Overcome objections
D. Space Position-allow access
E. Look and Feel-the soul of the company
5. Measurement and Analysis
marty@ethnometrics.org
269-209-3335
copyright2005
 6

What are the characteristics of the Attendees?

%
Total Audience Your Visitors

Interested Planning Interested Planning

Product in Seeing to Buy in Seeing to Buy
Bone Mineral Densitometry Systems 13 7 13 6 100%
Computed Tomography 71 41 71 41 89%
Contrast Agents 22 12 23 13
Used Equipment 7 4 7 4
76%

Image & Information Management Systems 71 41 70 41

Post Processing Workstations 13 8 13 8
Equipment Services 5 2 6 2
Digital Mammography 38 17 40 17

Magnetic Resonance Imaging (MRI) 52 31 52 30

32%
Nuclear Medicine Imaging 47 21 48 22 29%
PET Imaging Systems 12 2 12 2
PET/CT Systems 36 16 37 17

Diagnostic Radiographic & Fluoroscopic (R&F)

Systems/Equipment 24 15 26 17 0%
Interventional Imaging Systems 8 4 9 4 Final Say Specify Supplier Recommend Net Buying
Ultrasound Imaging Systems 32 18 32 18 Influences
NET TOTAL 97 73 97 74

marty@ethnometrics.org
269-209-3335
copyright2005
 7

What are the Attendee buying plans?

Inter- Inter- Plan to Buy,
Product ested, % Plan to Buy, % Product ested, % %
Bone Mineral Nuclear Medicine
Densitometry Systems 13 7 Imaging 47 21
Nuclear Medicine
Computed Tomography 71 41 Systems 12 7
CT Scanners 55 32 PET Scanners 18 5
Cardiac CT 33 17 PET Imaging Systems 12 2
3D CT Imaging 33 14 PET/CT Systems 36 16
Large Bore CT 14 4 SPECT/CT Systems 11 4
Contrast Agents 22 12 Image Fusion 17 4
Used Equipment 7 4 Molecular Imaging 9 1
Image & Information
Mgmt. Systems 71 41 Printers 20 10
RIS/PACS Information
Mgmt. Systems 50 27 Dry Imaging Printers 18 9
Diagnostic
Clinical Networking Radiographic &
(PACS) 54 28 Fluoroscopic
PACS which interface (R&F)
with RIS 36 17 Systems/Equipment 24 15
PACS Modality Interventional
Clusters Angiography Systems 18 11
(Viewing/Archiving) 23 10 Mobile X-ray Systems 17 6
Digital Archive &
Retrieval 23 9 Mobile C-Arm Systems 19 11

PACS Image General/Conventional

Management Systems 25 11 Radiographic

Enterprise-wide PACS 24 13 System 12 5

marty@ethnometrics.org Total Buying Plans 75

269-209-3335
copyright2005
 8

Value Streams
Extrinsic Values Intrinsic Values
1. Sensory • Education
1. Feel • Information
2. Smell • Consultation
3. Touch • Application
4. Taste • Training
5. smell
2. Touch points
1. Gifts-IPOD Touch
2. Acts of service-cross
introductions • Aesthetics
3. Words of affirmation • Entertainment
4. Physical touch
5. Quality time
• Escape
marty@ethnometrics.org
269-209-3335
copyright2005
 9

Objections
1. Know what your top objections are that
prevent sales
2. Use the space to overcome objections
1. Messaging
2. Elevator speeches
3. Property
4. Competitors
5. Collaborators

marty@ethnometrics.org
269-209-3335
copyright2005
 10

Sales Preparation
1. Invite prospects
2. Memorize 3 different greetings
3. Have an “elevator speech”
4. Express the benefits
5. Utilize your “passing sales”
6. Prepare to play the WHOLE game
7. Practice

marty@ethnometrics.org
269-209-3335
copyright2005
 11

Sales Process

1.Greet
2.Qualify
3.Trial Close
4.Demonstration
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5.Close
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Top Ten List

1. Have an executable plan
2. Know your target Attendee
3. Design with interaction in mind
1. Remove barriers/walls/slipstreams…etc.
4. Develop an interaction sales process
1. 3-Greetings
2. Elevator speech of company/products/services
3. Statement of the benefits
4. Target the objections
5. Close-ask for the order
5. Invite Attendees
6. If possible do one to many presentations
1. Watch the audience for queues
2. Don’t end it-move them to a demo
7. Use a variety of touch-point mechanisms
8. Provide intrinsic value
9. Perform every day without reference affect and avoid negative behaviors
10. Measure results against your plan
marty@ethnometrics.org
269-209-3335
copyright2005