Survey Says...

Compaq Computer Corp.
Networld+Interop
Georgia World Congress Center
Atlanta, GA

LaughingStock Comedy Company has received the highest effectiveness rating for a presentation ever seen by a national survey company.

Compaq Computer Corporation commissioned The Delahaye Group of Portsmouth, New Hampshire to conduct an exit survey of audience members after LaughingStock's booth presentation at the Fall Networld+Interop Exposition in Atlanta.

Compaq's trade show booth theme was "Compaq: For Life In the Fast Lane". LaughingStock created an original talk show entitled, "The Fast Lane".

Our LaughingStock talk show host delivered a traditional comic monologue at the top of the show using an audience volunteer as cue card holder. The monologue material was customized to this technically oriented audience and included humorous computer user and trade show attendee material.

Another audience volunteer was selected to appear on stage as the talk show "orchestra". An electronic keyboard was preprogrammed to allow the volunteer to produce applause sound effects, theme music and transitional sting music by simply pressing one of several well marked keys.

No talk show is complete without its top ten list and LaughingStock created and delivered the "Top 10 Reasons You Know You Are Not Using A Compaq". For example, "Number five: You went back to the retailer for support, but the truck was gone!"

Another talk show segment featured a phone caller stuck somewhere on the information super-highway. The talk show host responded to the caller's plight with specific Compaq product recommendations and humor, of course.

A third volunteer was recruited to play the part of one of a pair of identical "twins" who appeared as talk show guests. The other twin was a LaughingStock member. The term "identical" was the crux of a very funny visual gag since the actor and the volunteer looked nothing alike. The twins were interviewed as pioneers in the new sport of "extreme computing." Their computer servers of choice, of course, were Compaq products.

As a wrap up to the twelve minute program, the talk show host ventured into the audience to quiz attendees at random about CompaqCare, Compaq's service and support program. As planned, everyone who was asked a question answered correctly and received a lovely parting gift. Indeed, all the audience volunteers and many enthusiastic audience members also received promotional prizes. (Hats, pens, t-shirts, etc.)

The messages LaughingStock was charged to deliver during these hourly performances included: new product information, booth demonstration area information and other trade show prize winning opportunities. (Portable computers and shoulder bags.) Most importantly, Compaq employs LaughingStock to humanize and "humorize" their high-tech company.

LaughingStock delivered these messages successfully with customized, intelligent humor and fun, and integrated non-threatening audience interaction into the presentation.

Audience members were invited to participate in an exit survey by The Delahaye Group. The complete "research findings" are reproduced below.

     "These ratings are very high and demonstrate
that the show was a very positive component of the
exhibit.  A few respondents added comments to their
ratings.  On the presentation they said 'very fun,'
'the best so far' and a '5 as always.'  On the presenter
they said 'Very enjoyable,' 'better than 5' and 'always
a fine group of presenters.'"

                                   The Delahaye Group
                                   Portsmouth, NH
                                   

(Editor's Note: LaughingStock was also the presenter in the two previous years.)

"RATINGS OF THE PRESENTATION AND THE PRESENTER ARE VERY HIGH

"Respondents were asked to rate on a five-point scale, their overall impression of the presentation and the presenter. The average rating for the presentation was 4.4 and for the presenter 4.5. In both cases, over 90 percent of the respondents gave ratings of 4 or 5. Ratings were essentially the same across all three days. "The average rating of the enjoyableness of the humor in the presentation was 4.5 on a five-point scale. Ninety percent of respondents rated the humor a 4 or 5. Results again were the same across all three days of the show. "The average rating of the effectiveness of the show in conveying information was slightly lower but still very high at 4.1. Eighty percent of respondents rated the show 4 or 5 on this measure. "These ratings are very high and demonstrate that the show was a very positive component of the exhibit. A few respondents added comments to their ratings. On the presentation they said "very fun," "the best so far" and a "5 as always." On the presenter they said "Very enjoyable," "better than 5" and "always a fine group of presenters." (Editor's Note: LaughingStock was also the presenter in the two previous years.)

"THE BALANCE BETWEEN ENTERTAINMENT AND INFORMATION WAS CLOSE TO PERFECT

"Respondents were asked to rate the technical level of the presentation. Over half (56%) said that the technical level was just right. One-third of respondents (33%) said that the presentation was not quite technical enough. Only 3 percent said that the presentation was too technical, and 7 percent called it not at all technical enough. These data suggest that the presentation could be slightly more technical and informative. "Respondents do appreciate a presentation that contains humor as well as information. When asked to choose their preference for the emphasis of the presentation, over 80 percent choose an option that included humor and information. Live presentations need to inform but they also need to entertain.

"LIVE PRESENTATIONS ARE IMPORTANT TO THE TOTAL EXHIBIT EXPERIENCE

"Respondents were asked to rate the importance of the live presentation relative to the other components of Compaq's exhibit. Only 9 percent said that the presentation was the most important part of the exhibit, but 41 percent said that it was important. Another 34 percent said that the presentation was equal in importance to the other exhibit components. The remaining 16 percent considered the presentation less important than other components. "Our previous research has shown that about half to three-quarters of Compaq exhibit visitors go to the live presentation. This research says that the live presentation is important to those who see it, but not of overriding importance. Therefore, a live presentation has an valuable role to play in the overall context of the exhibit but cannot stand alone as the only contact show attendees have with Compaq.

"CONCLUSIONS AND RECOMMENDATIONS

"The live presentation at Networld+Interop... should be considered a success in all respects. Improvement in future presentations could be achieved by including somewhat more information content in the presentation. The challenge would be to do so without losing the entertaining quality that the show has and that attendees rate highly."

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