Alison Willis, divisional director at CCR Expo tells CMW how CCR is putting data to use.
How is data used to improve CCR Expo?
As an organisation, we place a lot of faith in our data. We work very hard to grow our data in a systematic way, so that it provides us with the right information when we need it. In fact, we put such an onus on having the correct data and the right analytics, that we have our own data division. This is really rare and definitely sets us apart from our competition.
On CCR Expo we use our data in a series of ways, all with one aim – to improve the show. For instance, it helps us gauge our market penetration. For example, if there are 1,000 cosmetic surgeons in the world and we only have 400 associated with the show, we can clearly map where we need to target, and what gaps need to be filled. Our data also acts as a good indicator of growth potential for the show, both on an exhibitor and a visitor front.
We also use data for our marketing. For example, throughout a CCR Expo campaign we host a series of surveys. These allow us to gather information that assists with our programme development and creates unique industry reports. These reports help us build credibility within our target market, and keep our audience engaged during the lead up to the show.
We also build specific and wide ranging databases so that we can send segmented invitations to potential attendees by email and DM. We also work closely with our partners, reaching out to their databases of members/subscribers in a bid to widen our reach.
Reports, such as our e-mail campaign statistics and Google Analytics, are used to analyse the success of our promotional activity. This can cover anything from online banners and social media advertising, through to email campaigns and external partner activity. We then analyse this information to see what is working and what is not, adjusting the campaigns accordingly. This in turn allows us to reallocate budget and potentially release additional contingency spend if necessary.
Similarly, analysing our post show data gives us a very clear insight into who did and didn’t attend the show, what worked and what didn’t and highlights any key groups that were under-represented. It also flags any areas of the show that were busier than expected, and identifies visitors from a vertical sector that we had not anticipated. All of this insight is invaluable when we’re planning subsequent shows.
How do you attract international visitors and exhibitors?
Easyfairs is an internationally renowned company, with a global interest and reach. Over the years, we have cast a wide net in terms of contacts, associations and media partners that we work with.
This approach really equips us when we are looking to attract an international audience. We are also lucky with CCR Expo that the cosmetic, clinical and reconstructive markets are global, therefore the information we are providing is relevant to everyone, no matter the location. I think CCR Expo stands out above its competition because we have international suppliers, and an unrivalled educational conference programme, designed by our 28-strong expert medical advisory board, led by Norman Waterhouse. This absolutely helps attract visitors on an international scale. Added to this, we are collaborating with numerous key international trade associations.
In terms of drawing in the international suppliers, we do a lot of research, looking for overseas manufacturers that are looking for UK distributors. We then back this up with a unique programme – Meet the UK Distributor – that allows non-UK based suppliers to identify and connect with local partners or distribution companies in the UK. As part of this service, one of the CCR Expo team will pre-arrange meetings and then introduce relevant and interested companies onsite.
What makes CCR Expo stand out above other shows within the sector?
We are the only show to unite both the surgical and non-surgical communities. The level of support we get from industry associations is second to none. We are running in collaboration with The British Association of Aesthetic Plastic Surgeons (BAAPS) and The International Society of Aesthetic Plastic Surgery (ISAPS) Symposium, which is a being hosted in the UK for the first time. Plus, we already have The European Association of Societies of Aesthetic Plastic Surgery (EASAPS), The British Association of Plastic, Reconstructive and Aesthetic Surgeons (BAPRAS), The European Society of Plastic, Reconstructive and Aesthetic Surgery (ESPRAS) and The International Society of Aesthetic Plastic Surgery (ISAPS) on board. This is unrivalled by any other show.
We cater for all disciplines – dermatologists, nurses, doctors, dentists, surgeons, trainee surgeons and trainees and practice managers. We have dedicated show content for each of these areas, including our BCDG Programme, Aesthetic Nursing Conference, The Smile Series, BAAPS Trainee Programme and the Mentor Clinic of Nurses.
CCR Expo provides valuable guidance to help practitioners grow their business or, for new entrants, help them get started. We have the dedicated Practice Management Conference onsite, and the new Clinic of the Future feature.
Our level of ‘at the show’ training is also unmatched. We offer practical training sessions to show people how to perform safe and ethical procedures. Our free and CPD accredited Live Demo Theatre gives visitors the ultimate demonstration of how treatments and techniques work in practice. Plus, we ensure the programme allows plenty of opportunity for questions and answers, allowing for a deeper insight into the techniques and approaches.
Last, but by no means least, we also fully support the need for regulations, and only invite medical healthcare professionals to the show