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SUMMARY
Every year, at every event, marketers are challenged to create a unique
approach to drive booth traffic, position your leadership and increase sales.
And each time you get asked the same questions:
"What was our ROI?"
"Should we do this again next year?"
"Was our sponsorship worth it?"
Knowing in advance what your customers expect and what motivates them to
engage your brand's representatives at meetings are key building blocks to the
success of your event's exhibiting strategy. By asking both your customers
what entices them to engage vendors in exhibit halls and what these vendors
need and expect during their exhibition will provide you with a roadmap for
planning future, successful events. With this report, you will be better able
to set expectations, plan, execute and measure your results.
Based upon the opinions of 1,000+ life scientists, the primary objectives of
this report are as follows:
- Present five-year scientific conference attendance trends
- Ascertain the importance of scientific conferences for career and
professional development
- Identify the best scientific conferences for exhibit halls, oral
presentations, poster presentations, and keynote address/plenary lectures
- Rank the common ways scientists learn about scientific conferences
- Determine which professional and logistical factors affect conference
attendance
- Assess scientists' interest in vendor-sponsored technical training
workshops
- Obtain scientists' opinion regarding the future of large, annual meetings
(20,000+ attendees) and the impact of new media (e.g., online reporting/blogs,
podcasts of presentations, etc.) on in-person conference attendance
- Report on the parameters of the "ideal conference"
- Reveal how scientists navigate an exhibit hall and select which booths to
visit
- Discover which factors encourage and which discourage exhibit booth visits
- Evaluate the effectiveness of exhibit booth visits in influencing the
purchases of life science products
- Explore the types of information and promotional items scientists expect
from visiting exhibit booths and how they expect to be contacted
post-conference
- Explain the most critical advantages exhibit halls have over other sources
of information
The report also features an examination of trends in corporate exhibiting and
sponsoring at scientific conferences and presents a practical guide that
includes:
- Vendor criteria for participating in scientific conferences
- Trends in vendor attendance and exhibiting
- Vendors' objectives when exhibiting at scientific conferences
- Importance of unveiling new products/technologies at scientific conferences
- Factors influencing vendors' decisions to sponsor scientific conferences
- Effective ROI measures used by vendors to assess their conference
participation
- Best conferences for maximizing vendors' ROI
- Must attend scientific conferences for the life science industry
- How scientific conference leads are generated, managed, and followed-up
- How vendors select which conferences to participate in and their opinions
about whether their participation helps to achieve their overall marketing
goals
- Insights into how new media (e.g., podcasts, Webinars, electronic kiosks,
interactive television) may impact vendors' participation in scientific
conferences
TABLE OF CONTENTS
Introduction
- Overview
- Goals of this Report
The Scientist Perspective
Trends in Scientific Conferences:
- Number and size of scientific conferences attended annually
- Anticipated changes in conference attendance and size
- Best times to host a vendor technical training workshop
Designing the Ideal Scientific Conference:
- Demographic trends in conference size preferences
- Parameters of scientists' ideal scientific conference
- Entities organizing the "best" scientific conference
Selecting a Scientific Conference:
- Ways scientists learn about scientific conferences
- Professional factors influencing conference attendance
- Logistical factors influencing conference attendance
Managing Scientists' Perceptions About Exhibit Halls:
- Scientists' strategies for visiting exhibit halls
- How exhibit hall visits contribute to recent product purchases
- Advantages that exhibit halls convey for learning about new products
Attracting Scientists to Your Exhibit Booth:
- Factors that encourage exhibit booth visits
- Factors that discourage exhibit booth visits
- How scientists prefer to receive information from exhibit booth vendors
- Popular conference promotional items
- Most disliked aspect of visiting vendor exhibit booths
Pursuing Conference Leads:
- Optimal post-conference time interval for contacting scientists
- Personnel who should initiate contact with leads postconference
Demographics
- Years conducting research
- Total number of researchers in lab/group
- Role in selecting life science products
- Gender
The Vendor Perspective
Allocating Conference Budgets:
- 2008 conference budgets
- Expected changes to 2008 conference budgets for 2009
- 2008 conference budget allocations
Selecting Scientific Conferences:
- Criteria for selecting scientific conferences
- Entity organizing the best exhibit halls
Participating in Scientific Conferences:
- Department with decision-making authority for event participation
- Conference attendance and exhibition figures: 2007 to 2008
- Corporate goals for exhibiting at scientific conferences
- Factors influencing the decision to sponsor a scientific conference
Managing Conference Leads:
- Basis for conference ROI calculations
- Capturing and integrating conference leads
- Reasons for following-up with conference leads
- Vehicle for contacting conference leads
- Post-conference interval for contacting conference leads
Study Methodology and Demographics
- Methodology
- Demographics
- Questionnaires
- Scientists' questionnaire
- Vendors' questionnaire
Appendices
- Insights and Perspectives
- Other Recent Publications
- About BioInformatics
- Our Valued Clients
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