CEIR Research Council Member Jennifer Hoff shares how she and Taffy Event Strategies use CEIR research to maximize their goals and objectives.
Jennifer Hoff has spent her career producing trade shows and conferences since 1990. She launched a full-service event management company in 2014, Taffy Event Strategies. Prior to that, she worked with VP International and NTP to manage and launch new events in a variety of market segments. During her trade show industry career, she has received several industry awards and accolades.
Jennifer has chaired the IAEE Washington, D.C. Chapter and MATSO in addition to holding various IAEE national positions including on the IAEE Board of Directors and Education Committee. She has instructed the Introduction to Exposition Management course at NOVA Community College. Jennifer currently serves on IAEE’s CEM Faculty and the CEIR Research Council.
Jennifer has a degree from Virginia Tech in Production and Operations Management. Here, she shares how she and Taffy Event Strategies apply CEIR research to help meet their business objectives.
CEIR: Do you collect data at/from your shows and, if so, how extensive is your process? What do you hope to gain from it and/or how do you use the data?
Jennifer: We collect pretty extensive post-show data around the value of the event to the attendee and exhibitor, how much business is done, how much time is spent on the show floor and key KPIs such as NPS. We use the data to fine tune the event YOY. It helps us focus on what we need to.
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