What’s in it for me? Knowing that deep down everyone cares about themselves first is just one of the macro trends that impacts the trade show industry. This fun session will highlight major trends including the rising field of neuroscience. Come see why attendees and exhibitors act the way they do, AND how neuroscience principles can be used to create highly engaging event experiences.

1. Event Participants are
Narcissists
And Other Surprising
Events Industry Macro Trends
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2. Learning Objective 1
What macro trends
are impacting the
Events Industry?
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3. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are • Virtual and hybrid
improving, exhibitors • Digital way-finding
returning • Gamification, RFID
• But not at ‘08 levels
3
4 1
Demand for
Industry Tech
with VALUE
1- Engage me!
2- Technology isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps

4. Learning Objective 2
How does neuroscience
relate to
my audience’s needs?
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5. Neuroscience is about what makes people
tick
Why people do
what they do
Knowledge to
impact concerns
You’re a HERO!

6. Decisions are rational AND emotional
Rational
Emotional
Neuroscience Decision Model

7. Why people come to events
Attendee Exhibitor
• Network with colleagues/vendors • Identify new leads
• Keep up on trends • Build brand awareness
• Education • Meet with customers
• See/evaluate new products • Have a presence
• Find a new vendor • Launch new product/service
• Location • Competitive intelligence
These reasons do not change

8. Successful events meet
rational and emotional needs
Events Performing Well Events NOT Performing
Well
Emotional Emotional
How do you feel? How do you feel?
Happy Hurried
Valued Energized Irritated Neglected
Inspired Rational Hopeful Angry Rational Stressed
Networking Leads Networking Leads
Education Awareness Education Awareness
Trends Relationships Trends Relationships

9. People need to
BELIEVE it’s a good
show
Perception
RULES!

10. How does your brain
decide?
The 3 brains
New Brain - Rational
Middle Brain - Emotional
Reptile Brain - Instincts

11. How does what brain
It’s about your
decide? at a
we want
deep level
The 3 brains
Why do people
New Brain - Rational
POST on
Facebook?
Middle Brain - Emotional
Reptile Brain - Instincts
Understand what customers deeply
care about. Give them that and
they’ll find a way to stick with you.

12. Sometimes we don’t know what
influences us, we just subconsciously
perceive it
Value can come from the little things

13. We don’t consider all the elements of an
experience, only the most noticeable
Make your most noticeable moments count

14. Learning Objective 3
How can neuroscience
create
engaging experiences?
Twitter: @FreemanCo

15. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are • Virtual and hybrid
improving, exhibitors • Digital way-finding
returning • Gamification, RFID
• But not at ‘08 levels
3
4 1
Demand for
Industry Tech
with VALUE
1- Engage me!
2- Technology isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps

16. We don’t pay attention to boring
things
Event Tech Impacts Behavior
I see the experience Technology
creates
emotional
I’m WOW’ed by the experience WOWs
I link that WOW feeling to
your brand
That WOW feeling imbeds itself
in my memory
I remember your brand when it’s
time to decide

17. Technology to interact with others
Poken / Minglestick Flock (by Bump)
Collect and exchange digital info offline via NFC
Share multiple-user photos into a single album

18. Technology to play with
Catchbox
Throwable microphone to liven
event participation
Gamification
Social gaming at the BIO Agriculture booth

19. Technology to enhance experiences
Second Screen
McDonald’s Pick ‘n Play
Companion
device
supplementing
primary info
delivered by
Experiential advertising in a group setting
another
medium http://www.youtube.com/watch?v=7u0ij9D5S4Y

20. NFC as a mobile wallet
NFC as a mobile wallet
Starbucks App
Point of Sale Applications
Credit card payment via
mobile device
Electronic account linked to a mobile phone, money
deposited and used as cash, rewards earned

21. RFID to engage
Microsoft Advertising
Coldplay Concert
Hosted buyer event using RFID bracelets to provide
personalized experiences to key audiences
30,000+ RFID wrist bracelets flashed colors
lights in sync with the music

22. But a solid strategy is still needed

23. Don’t be a stranger!
Loretta Hudelot
214-445-1292
loretta.hudelot@freemanco.com
Twitter: @FreemanCo