Understanding Attendee Interests, Behavior and Preferences to Increase Revenue
Roger J. Lewis Executive Vice President, Sales & Marketing
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.
About the Speaker
• 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
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
WHAT IS IT ?
The measurement of attendee behavior in an event environment
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
How do we measure?
Methods for Measuring Behavior?
• Physical Observers • Video Monitoring • RFID
Insight as you go Direct focus on
Resource intensive Expensive Difficult to get
Birds eye view Digitally captured
Resource intensive Consistency challenges
(passive tags) captured)
Small but growing number
of tradeshows utilized RFID performance
Birds eye view Realtime information
(Insight as you go)
Little insight on staff
Determining the value of product offerings
The Exhibit Booth
Determining the Value of Product Offerings
• How does an attendee transverse my booth?
• Do I really need to bring nearly every product the
• Can I achieve the same ROI with fewer products? • Do I need a bigger booth?
How do your measure this environment?
Your Booth & Your Products
Focus on demographics
Using RFID for Exhibit Booth Analysis
• Stations are positioned
near product areas and duration visitor data
• Understand booth visits • Integrate lead and
Capture Visits & Duration to Understand Attendee Interests
Measure Customer Interest Level by Product
Who does this today?
Visitors to the Booth
Visitors to your booth
Key Components to know…
• Understanding visitor interests • Targeting the right prospect by demographics
Job Function Geo
Importance of RealTime Information
• Ability to make modifications “on the fly”
• Know when a prospect enters your booth
• Targeted messaging
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
Reporting Visitor Information RealTime
Smart Signage & Messaging
28 Display information & content based on an attendee’s interest
• 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
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
• 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
Visually understanding buying decisions
Visually understanding buying decisions
• Lead priority determined by Revenue Predictability •
Score (RPS) Calculation based upon attendee role, consumption of event, and lead qualification
• 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
“87% of all sales leads result in a sale of one company or another” Brian Carroll, CEO InTouch
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
Roger J. Lewis firstname.lastname@example.org