Search This Blog

Tuesday, May 27, 2008

Traffic Flow, Leads and Booth Location at SEMICON West

One of the most prominent goals for exhibitors at SEMICON West events is lead generation and one of the top concerns is booth location. Many exhibitors believe that leads are directly related to booth location, in fact, many firmly believe that location is the most important factor in lead generation.

This isn’t true and we have the data to prove it. Here is the lead distribution and booth visit appointments scheduled through BD Metrics for SEMICON West 2006 by Hall:

Percent of Average
North Hall= 99%
South Hall= 113%
West 1 = 99%
West 2 = 84%

While you might think from this data that South Hall is significantly better and West Hall Level 2 is significantly worse for leads, additional scrutiny reveals this not to be the case. If we remove the top lead generating exhibitor from South Hall, the difference between North and West Level 1 virtually disappears. West Hall numbers can be explained by the population of many smaller start-ups in the New and Emerging Technology area on Level 2 that year. On closer inspection, 8 of the top 12 most visited booths in West Hall were on Level 2. Looking at the distribution of booth visits across all the 4 top halls, we see the most visited booths randomly distributed between the halls, and within halls (front and back of hall are nearly the same).

What we know is that leads are primarily a function of exhibitor marketing. Companies that conduct pre-show mailings, have interesting displays, promotions, and well trained booth staffs generate more leads. Many of the top lead generating firms have special lead generation programs, such as product demonstrations or promotions. These firms can take their booth marketing program anywhere in Moscone and perform equally well in lead generation.

If you want to be successful in generating leads, you have to create a program that will interest your target market, compel them to your booth, and incent them to give you their badge for a swipe. Both location has very little to do with it.

No comments: