An innovative new market research service has been launched for
exhibitors to obtain valuable, unbiased live feedback from
delegates, in order to measure stand performance.
Operating similarly to the 'mystery shopper' concept, Mystery
Delegate has been specifically developed for the events industry by
UK-based event management agency Spinning Clock.
The complete end-to-end service includes the onsite recruitment
of delegates at key walk-through exhibition areas, who in turn are
incentivised to visit the exhibitor's stand under cover, with set
questions that are fed back by means of an online survey.
Delegates' live web responses are then immediately collated and
provided to the exhibitor via email, in order to constantly monitor
and assess its messaging and stand performance both during and
after the show, and thus make improvements accordingly - which can
be particularly useful at multi-day events.
Successful pilot trials have already taken place at exhibitions,
such as Primary Care Live in Manchester and the Vitality Show in
London by companies including Clinical Solutions, the Red Cross and
NHS Choices, who have been suitably impressed with the efficient
reporting system and measurable results.
Julie Perry, head of marketing at NHS Choices commented on the
benefits of the Mystery Delegate service at the Vitality Show
2010:
"We found Spinning Clock's delegate feedback to be invaluable,
as it helped us to understand exactly what our audience were
looking for and what steps we could take to improve."
A bespoke service with targeted recruitment from specific
delegates, such as managing directors or HR managers, can also be
provided so that exhibitors receive feedback from their ideal
customer base.
"The Mystery Delegate service is a unique, cost-effective way of
helping exhibitors engage better with their target audience, which
could potentially generate more contacts and sales leads as a
result," added Spinning Clock's managing director, Don Turner.
"We're always looking at ways in which to improve our own
services, so I'm pleased to announce that there will be an
additional feature for exhibitors that will enable them to
instantaneously receive their Mystery Delegate data by text message
too," he concluded.