"Understanding Attendee Interests Behavior and Preference to Increase Revenue"
Understanding Attendee Interests, Behavior and Preferences to Increase Revenue Roger J. Lewis Executive Vice President, Sales & Marketing E 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. E 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 E 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 E Behavioral Metrics WHAT IS IT ? The measurement of attendee behavior in an event environment 5 E 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 E How do we measure? E Methods for Measuring Behavior? • Physical Observers • Video Monitoring • RFID 8 E Observers Pros Cons Insight as you go Direct focus on an area Resource intensive Expensive Difficult to get consistency E Video Monitoring Pros Cons Birds eye view Digitally captured video Little demographic insight Staff performance insight Resource intensive Consistency challenges E RFID Pros Cons Relatively inexpensive (passive tags) captured) Small but growing number of tradeshows utilized RFID performance Accurate (Digitally Birds eye view Realtime information (Insight as you go) Little insight on staff E Determining the value of product offerings The Exhibit Booth E 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 E How do your measure this environment? 14 E Your Booth & Your Products 15 E Focus on demographics 16 E Using RFID for Exhibit Booth Analysis • Stations are positioned near product areas and duration visitor data • Understand booth visits • Integrate lead and 17 E Capture Visits & Duration to Understand Attendee Interests 18 E Measure Customer Interest Level by Product 19 E Who does this today? 20 E Visitors to the Booth E E Visitors to your booth 23 E Key Components to know… • Understanding visitor interests • Targeting the right prospect by demographics such as: Title Job Function Geo 24 E Importance of RealTime Information • Ability to make modifications “on the fly” • Know when a prospect enters your booth • Targeted messaging 25 E Buying Profile and Realtime Data Smart Notification – Sample Message Date: Wed, 28 Nov 2007 17:02:53 -0500 To:email@example.com 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 26 E Reporting Visitor Information RealTime 27 E Smart Signage & Messaging 28 Display information & content based on an attendee’s interest E ROI E 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 30 E Reporting 31 E Filtering E Modeling the Attendee Journey No. of booths visited = 15 Session Evals = 4.1 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 END 33 START E Mindshare 34 E Revenue E Increasing Revenue • By utilizing realtime visitor information and • Post event analytics can assist you with metrics, you can determine if a decision maker is in your booth RIGHT NOW 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 E Visually understanding buying decisions 37 E Visually understanding buying decisions 38 E iQuadrant 39 E Lead Prioritization • Lead priority determined by Revenue Predictability • Score (RPS) Calculation based upon attendee role, consumption of event, and lead qualification 40 E 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 41 E “87% of all sales leads result in a sale of one company or another” Brian Carroll, CEO InTouch E 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 43 E 44 E THANK YOU Roger J. Lewis firstname.lastname@example.org 45