CHICAGO — explore spear Maxbi, a new tool to help exhibition marketers, as well as trade show and event organizers, understand the performance of their exhibitions and the return on investment (ROI) of their participation.
In a recent study, Explori found that one in three exhibition marketers are feeling significant pressure to cut costs, with 85% reallocating their exhibition spend in some way.
Maxbi provides a dashboard with actionable insights and data-driven analytics for exhibition marketers to see their ROI across a variety of categories and metrics, helping them justify their spend and find ways to be more effective at the shows and exhibitions they invest in. By leveraging Maxbi’s data and insights, exhibition marketers will be able to more clearly communicate the importance of trade shows to senior management.
““There’s still a real friction caused by rising trade show costs and a lack of data,” said Mark Brewster, CEO of Explori. “This puts trade show marketing at a disadvantage when competing for budget with other marketing channels, often perceived as more measurable. With Maxbi, we aim to solve one of the biggest challenges facing the trade show industry and trade show marketers: measurement.”
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The new tool collects seven key data points: show characteristics, show perception and team sentiment, exhibit characteristics, budget allocation, strategic execution, strategic goal achievement, and lead analysis.
Users will fill out a form that records these seven points and Maxbi will create an interactive dashboard where they can look at them in aggregate and in different comparisons, for example to see how the importance of the show and the position of the stand can affect the likelihood of returning to that show. It will also break down all the costs related to the exhibition, such as stand space, travel and accommodation, show services and marketing and promotional activities.
The tool also allows teams to view analytics from different angles for a broader exhibition context, including for individual exhibition at a specific show, for the company’s overall exhibition activity and by portfolio performance breakdown.
Explori demonstrated Maxbi in a recent webinar and showed how the data-driven tool can help answer a myriad of questions such as who is performing significantly worse than others and who is performing significantly better. Or what supporting evidence could be leveraged.
As more teams use Maxbi, the platform will be able to provide real-time benchmarks for different data points, helping exhibition managers see where they stand relative to the industry and better justify why the company should invest or divest its resources in certain areas and shows.
Contact Mark Brewster at requests@explori.com or +44 20 8603 5696