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 GES’ 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.

1. Case Study | ethnoMetrics℠
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.
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)

2. Case Study | ethnoMetrics℠
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. 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)
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)