Understanding Attendee Interests Behavior And Preference To Increase Revenue - Final

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Understanding Attendee Interests,  Behavior and Preferences to  Increase Revenue Roger J. Lewis Executive Vice President, Sales & Marketing

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Welcome  CTSM/CEU online quiz procedures are on the reverse side of your handout cover.

 Cell phones should be turned off during the presentation.  Visit over 300 exhibitors in the Exhibit Hall, Monday – Wednesday, 11:30 am – 3:30 pm.  Lunch is available for purchase Monday – Wednesday in the Exhibit Hall and Thursday 

on  Level Three in the Palm Foyer.

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About the Speaker Roger Lewis

• 17 years of industry experience • Pioneer of Marketing Intelligence in tradeshows,  conferences, and events

• Part of the launch of RFID in our industry • Inc. 500 and Forbes

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In this session we are going to discuss:

• Behavioral Metrics • Why is it important to understand attendee  interests and preferences

• Determine the value of your product offerings • Reporting visitor information real­time • Increasing ROI • Increasing Revenue 4

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Behavioral Metrics 

WHAT IS IT ?  The measurement of attendee  behavior in an event environment

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Why is it Important?

• Enhance booth performance & ROI • Understand what is important to your audience • Evaluate how much time was spent by attendees  looking at a specific product

• Increase revenue Number 1 Indicator 6

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How do we measure?

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Methods for Measuring Behavior?

• Physical Observers  • Video Monitoring • RFID

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Observers Cons

Pros

 Insight as you go  Direct focus on an area

Resource intensive Expensive Difficult to get consistency

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Video Monitoring Pros

Cons

Birds eye view  Digitally captured  video

 Staff performance  insight

Little demographic  insight

Resource intensive Consistency challenges

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RFID Pros

Cons

Relatively in­expensive 

 Small but growing number 

 Accurate (Digitally 

 Little insight on staff

(passive tags) captured)

 Birds eye view  Real­time information  (Insight as you go)

of tradeshows utilized RFID performance

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The Exhibit Booth

Determining the value of product offerings

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Determining the Value of Product Offerings

• How does an attendee transverse my booth? • Do I really need to bring nearly every product the  company offers?  

• Can I achieve the same ROI with fewer products? • Do I need a bigger booth? 13

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How do your measure this environment?

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Your Booth & Your Products

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Focus on demographics

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Using RFID for Exhibit Booth Analysis

• Stations are positioned near product areas

• Understand booth visits and duration

• Integrate lead and visitor data

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Capture Visits & Duration to  Understand Attendee Interests

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Measure Customer Interest Level by Product

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Who does this today?

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Visitors to the Booth

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Visitors to your booth

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Key Components to know…

• Understanding visitor interests • Targeting the right prospect by demographics  such as: 

Title



Job Function



Geo

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Importance of Real­Time Information

• Ability to make modifications “on the fly”

• Know when a prospect enters your booth • Targeted messaging

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Buying Profile and Real­time Data Smart Notification – Sample Message Date: Wed, 28 Nov 2007 17:02:53 -0500 To:[email protected] Subject:JOHNS HOPKINS MEDICINE in booth location MRI

This notification was generated by the SmartNotificationsystem. An organization identified on your prospect list has been detected in your booth. Company: JOHNS HOPKINS MEDICINE Title: CHAIRMAN, DEPT. OF RADIOLOGY Exhibitor: GE Healthcare - RSNA07 Location: MDx Date/Time: Nov 28, 2007 01:31:09 PM

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Reporting Visitor Information Real­Time

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Smart Signage & Messaging

28 Display information & content based on an attendee’s interest

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ROI

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Increasing ROI

• Delivering quantifiable data is a “MUST HAVE” • Integrate lead and visitor data • Measure event valueby adding attendee 

behavior to the metrics you capture and report  on currently

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Reporting

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Filtering

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Modeling the Attendee Journey

Session Evals = 4.1

No. of booths visited = 15

Time spent on Exhibit floor = 3.8 hrs.

Time spent at a product demo = 17 min.

Database No. of Sessions = 8 Understand Journey by Demographic

Leads

START

END 33

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Mindshare

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Revenue  

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Increasing Revenue

• By utilizing real­time visitor information and 

metrics, you can determine if a decision maker is  in your booth RIGHT NOW

• Post event analytics can assist you with 

determining the priority of leads based on  interest, behavior and demographics

• Create a visitor cultivation list of prospects who  were never scanned as leads 36

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Visually understanding buying decisions

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Visually understanding buying decisions

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i­Quadrant

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Lead Prioritization

• Lead priority determined by Revenue Predictability  •

Score (RPS)  Calculation based upon attendee role,  consumption of event, and lead qualification

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Visitor Cultivation

• Identification of attendees that spent significant  • •

time in your exhibitbooth but were not scanned  as a lead If behavioral metrics identify a clear interest,  cultivate the prospect over time with product  information It is not un­common for these organizations on  this list to become buyers

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“87% of all sales leads result in a  sale of one company or another” ­ Brian Carroll, CEO InTouch

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Summary •

Behavioral metrics are the #1 indicator or buying  potential.  Three methods.



Metrics necessary to capture and analyze attendee  interests and behavior • Capture attendee visits & duration • Measure interest by product level



Benefits associated with the analytics of tracking  booth visitors • Increased ROI • Increased Revenue

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THANK YOU Roger J. Lewis [email protected]

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