©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

The American Veterinary Medicine Association uses ethnoMetrics℠ to capture attendee engagement at annual convention

Overview

The AVMA makes it a goal to increase membership value by educating and informing attendees every year at their annual convention. In order to deliver on this promise, AVMA needed a more enriching show environment. With the help of ethnoMetrics video analysis, the show organizers were able to assess the effectiveness of show floor traffic patterns, maximize daily show performance and enhance the overall exhibitor experience. The resulting analysis proved to be invaluable to AVMA’s continuous improvement goals and made an immediate impact on attendee engagement.

Case Study | ethnoMetrics℠

©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Objectives

• Analyze the convention layout and find new ways to enhance the efficiency of show flow, reduce costs and increase attendee and exhibitor value.

• Identify significant “hot” and “cold” traffic patterns on show floor and provide straightforward, quick-to-implement solutions.

• Review and compile video data to provide visual proof of key areas in need of improvement.

Recommendations

• Reduce labor and structure costs by eliminating underutilized show entrances.

• Minimize “dead” space within the convention hall and improve signage to better direct attendees and traffic flow.

• Revise show hours to operate only during optimal performance times, thus refocusing and enhancing exhibitor and attendee engagement.

• Eliminate last day of show due to 25% attendance rate; resulting cost savings will increase show profits and continue to refocus engagement.

Case Study | ethnoMetrics℠

Testimonial“ethnoMetrics is truly one of the best investments we have made in a long time.

The team helped us recognize and validate areas that needed improvement as well as opportunities for additional non-dues revenue.

The data assisted our convention planning commit-tee in making decisions they had previously been hesitant to make.

Thank you!”

—Kelly Fox, Director, American Veterinary Medicine

Association (AVMA)