Understanding Attendee Interests Behavior and Preference to Increase Revenue

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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
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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
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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
Pros

Cons

 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

Little demographic 
insight

 Staff performance 
insight

Resource intensive Consistency challenges

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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

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Determining the value of product offerings

The Exhibit Booth

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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?
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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 and duration visitor data

• Understand booth visits • Integrate lead and
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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:john.doe@alliancetech.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

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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

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
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START

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Mindshare

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Revenue  

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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
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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 roger.lewis@alliancetech.com

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DOCUMENT INFO
Description: This comprehensive presentation from Alliance Tech covers behavioral metrics, the importance of understanding attendee interests and preferences, and determining the value of product offerings. It also explains how to report visitor information in real-time and increase ROI and revenue.