Philips Healthcare Wells Fargo Home Mortgage

Jeffrey Masters
Senior Manager
Global Healthcare Events
Philips Healthcare
Andover, Massachusetts
Event Professional since 1971
Kathleen Gunderson
Events Program Manager
Wells Fargo
Home Mortgage
Des Moines, Iowa
Event Professional since 1992

Koninklijke Philips Electronics NV
Healthcare/Lighting/Consumer
Medical Devices & Clinical Informatics
Annual Sector Sales : approx :9 b Euro
37,000 global Sector employees
Operating in 126 countries
Wells Fargo, Inc
Wells Fargo Home Mortgage Co.
#1 Home Mortgage lender in U.S.
Originates 1 of every 3 home loans in U.S.
55,000 + in Mortgage alone
Operates in 50 States
2800 Mortgage and Banking Stores
8 Million Customers
Top 10 – Worlds most valuable brands
Top 20 – Biggest public companies
45 th Most admired company

Global Events Program
Customer Facing Events : 497
Global Full Time Staff: 15
Agency : approx 25
Stand size distribution:
Anchor Status: 53
B-Scale: 86
C-Scale: 161
D-Scale: 217
Global Agency: Czarnowski
[ Atlanta, Koeln, Shanghai]
Wells Fargo logo
North American Program
Customer Facing Events: 285
Full Time Exhibiting Staff: 5
Booth distribution:
B2B
Consumer
Trade Organization
Portables
Display Companies: Derse, Renze,
and Matrex

Trending
Space:
Costs:
2009
2010
2011
2012
2009
2010
2011
2012
Budgets:
2009
2010
2011
2012
Flat /effective –5%
Flat /effective –5%
Flat /effective –5%
Flat
Flat
Flat
Flat

Event Program Drivers:
Create Awareness
Create Interest
Consideration
Preference
Action
Retention
Relationships
Event Program Drivers
Drive growth
Drive market share
Build Relationships
Partner with Clients
Brand Awareness
Satisfy all our customers’
financial needs and help them
succeed financially through
home ownership.

ROI / Return on Investment is
impossible for most organizations to tie
to an individual event or even a set of
events.
Success is measured on the event’s
ability to create opportunity:
Pipeline Opportunity Creation
Quantitative Measurement
Qualitative Measurement
Expense to Oppty Ratio :
$20-24 oppty per $1 exps
ROI / Return on Investment: next to
impossible to track.
ROI / Return on Interest
Association Support
Perception of WFHM
Brand Awareness
Success is measured by:
Channel referral partner
opportunities
Building lifelong relationships –
one customer at time
Ensure Brand Promise
Consistent customer experience

Which of the following do you think is
top mind for these exhibitors?
(chose one)
A. Cost shifting from show management to
exhibitors
B. Cost of exhibiting continually increasing
C. Show management providing measurement
tools/data
D. Creating compelling experiences for
attendees

Compelling
Attendee
Experiences
Producer/Association

External Challenges:
Measurement enablement
Cost shifting in industry
Space Contracting 1Yr + out
Staffing costs/housing
Drayage has arrived overseas
External Challenges:
Maintaining value proposition
between producer and exhibitor
Drayage Costs
Costs of all services
Measurement tools provided
Audited Attendance
Attendee Incentives
Guerilla marketing policing
Date & Venue selection
Suitcasing and Bundling
Show floor shrinkage &
competitor placement

Internal Challenges:
Budget aggregation
Measurement metrics to
match other media
measurement
YTY Accruals process
Wells Fargo logo
Internal Challenges:
Rising costs to exhibit with
flat budgets
Justification of dollars
spent for realized ROI
Competitors in the
marketplace have
disappeared causing
disparity in the amount
anchor exhibitors pay to
support the success of
exhibiting.

As an Anchor we require the following:
Producer accepts presence of my proprietary measurement and ‘swipe’ gathering
systems and partners to make these tools perform as designed.
Producer understands and accepts why it is critical to have on demand
authentication with attendee for basic registration data at time of ‘swipe’.
Producer must abandon use of poor quality attendee swipe devices such as 1-
D barcodes and poor quality magnetic stripes.
Producers and registration management companies must provide the visual
necessities on badges for most up-to-date tools, such as iPads, that they may
be used to capture ‘swipe’ data in real time.
Producers need to understand that events that cannot be measured effectively
will either be downsized or removed from event portfolios of responsible
companies.

Working together, face-to-face
marketing remains alive and well!
Partnership of show management to develop value added sponsorships
Third party audit of shows for targeted attendees to be exacting, not inflated
Show-to-show audits of anchor’s exhibiting expenses with show’s vendors
Disproportionate expense falls to anchors than roll-in 10x10s and 10x20s
Measurement technology provided is not dependable and is ineffective

Working together, face-to-face
marketing remains alive and well!
Consideration of show locations and planning so show move-in and
move-out dates don’t fall over holidays
Acknowledge that social media, webcasts, and virtual exhibiting are
shrinking the show floors and how working together exhibiting
remains viable.
Protecting sponsorships, policing guerilla marketing & suitcasing
Post-cons with major sponsors and anchor exhibitors

Innovating with Learning Destinations:
Making the show floor compelling for attendees
Sharing costs and content development with association
Amplification of Philips Share of Voice
Making F2F meaningful beyond the overt selling of products

Thank You.
Questions?