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Similar a Exhibitor FastTrack Chicago presentation on Attendee Journey
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Exhibitor FastTrack Chicago presentation on Attendee Journey
- 1. Welcome ! CTSM candidates should fill out online an affidavit for non- CTSM sessions and a quiz for CTSM sessions. ! Turn in your speaker evaluation after each session as you leave the room. ! Cell phones should be turned on vibrate or silenced prior to the start of each session.
- 2. understanding the ! Attendee Journey SESSION #W108!
- 3. about! Roger ! Lewis RogLewis Roger.lewis@alliancetech.com 18 years of industry experience! Pioneer of Marketing Intelligence in tradeshows, conferences and event! Part of the launch of RFID in ! our industry! Recognized by Inc. 500 and Forbes!
- 4. Essential Learning Components 1 What is the Attendee Journey?! 2 Why is it important?! 3 Touch points ! 4 Event Touch points that Make Up the Attendee Journey! 5 Benefits Associated with the Attendee Journey! 6 How Understanding the Attendee Journey Can Help You Increase Sales! 7 Other Key Metrics! 8 Leads vs Attendee Journey! 9 Incorporating the Attendee Journey in your next event!
- 5. What is the Attendee Journey? 1
- 6. What is the Attendee Journey?! Keynote Registration ! check-in / badging Help Desk Session Exhibit Floor Booth Product Demo Break-out! Session
- 7. Why is it important? 2
- 12. Event touch points that make ! up the Attendee Journey 4
- 15. Exhibit Floor!
- 16. Booth & Product Visits!
- 17. Lead!
- 18. Social!
- 19. Benefits Associated with the ! the Attendee Journey 5
- 22. Social!
- 23. 2.- Enhance Your Event Performance 1.- Understand What’s Important
- 24. Better Content ! Speakers! Venue / Location ! Products / demos! Enhance
- 26. Video!
- 27. 2.- Enhance Your Event Performance 1.- Understand What’s Important 3.- Increase Your Revenue
- 28. How Understanding the Attendee Journey Can ! Help You Increase Sales 6
- 29. Visual mapping!
- 31. Smart analysis!
- 32. What can we learn from Paco Underhill?!
- 34. Increase event performance and ROI!
- 35. Increase Revenue! Visit + Duration = $$$
- 36. Predic(ve!Modeling! Ini$al'analysis'iden$fies'variables'predic$ve'of'actual'purchases' Factors' Total' Purchased' from' Philips' Purchased' from' Compe$tor' Plan'to'Buy' from' Philips' No' Purchase' Plans' Average!Time!Spent!in! Exhibit! (RFID!data)! 45!mins.! 57!mins.! 40!mins.! 53!mins.! 36!mins.! Received!FollowIUp!From! Philips! (Sales!Conversion!Survey)! 41%! 68%! 60%! 78%! n/a! High!Purchase!Intent!for! Philips!Products/Solu(ons! (InIbooth!Exit!Survey)! 32%! 58%! 32%! 60%! 19%! Philips!Lead! (Lead!Data)! 49%! 74%! 60%! 70%! 51%!
- 39. Other Key Metrics 7
- 40. Lead!Profile! 40! Purchase'Timeframe' 26%!of!qualified!leads!are!planning!to!purchase! within!6!months,!and!almost!half!(46%)!within! 12!months.!!Both!customers!and!prospects! have!purchase!plans.!!! ' Buying'Plans'Budgeted?' About!1!in!4!have!budget!for!their!planned! purchases.!Immediate!followIup!for!leads!is! essen(al.! ' Buying'Role' Both!customers!and!prospects!have!purchase! influence.! ! The!leads!at!each!of!the!9!events!had! purchasing!plans!and!buying!influence! comparable!to!this!summary!table.! Purchase' Timeframe' Total' Customers' Prospects' Immediate! 8%! 10%! 5%! 1!to!6! months! 18%! 20%! 15%! 7!to!12! Months! 20%! 20%! 25%! >!12!Months! 26%! 30%! 20%! No!Answer! 28%! 20%! 35%! Buying'Role' Total' Customers' Prospects' Final!Say! 30%! 30%! 30%! Specify! 27%! 30%! 25%! Recommend! 33%! 30%! 35%! No!Role! 10%! 10%! 10%! Budgeted?' Tota l' Customers' Prospects' Yes! 26%! 30%! 22%!
- 43. 43! $311' $645' $0' $200' $400' $600' $800' $1,000' Cost'per'Inquiry' Cost'per'Qualified'Lead' Understand!Cost!per!Lead! Range:!!!!$70!I!$875!!!!!!!!!!!!!!!$104!I!$1,400! Cost per Inquiry/Cost per Lead!
- 44. Booth visits by day!
- 45. 0 1000 2000 3000 4000 5000 Attendees 5000 Visitors 3234 Buyers 939 Leads 323 Nuture 82 Likely Buy 27 Performance by type!
- 46. Executive report card! SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRAD E Value CLIENT MEETINGS Product-Level Meetings Executive-Level Meetings N/A 8 0 10 2 12 1 B $ BRAND Brand Awareness Press Briefings Speaking / Keynotes N/A 125 30 2 / 0 125 30 2 / 0 155 35 2 / 0 A- $ BUDGET Exhibition Spend Public Relations Spend Promotional Spend Staffing $100K $50K $40K $155K $25K $25K $125K $75K $40K $150K $100K $50K C $ OPPORTUNITIES Lead Retrieval RFID Attendee Analytics Revenue Opportunities N/A 250 50 100 1000 60 110 900 55 145 B- $ EVENT: ____________________ DATE: __ / __ /____ OWNER: _________________ GREEN = Exceeded Goal BLACK = Met Goal RED = Missed Goal
- 47. What should your ROI be?! Investment Return
- 48. Leads vs Attendee Journey 8
- 49. Contact information! Product interest! Buyer demographics! Buying timeframe! Decision making power! What ! do we ! know from ! a lead?
- 50. Lead capture floor chart!
- 51. What do we know from the Attendee Journey?! Keynote Registration ! check-in / badging Help Desk Session Exhibit Floor Booth Product Demo Break-out! Session
- 52. Contact Information! Product interest! Level of interest ! Buyer demographics! Decision making power! Timeframe to buy! What ! do we ! know from ! a Visit?
- 53. Incorporating the Attendee Journey in Your Next Event 9
- 54. Exhibit Floor and Product areas! Video! Surveys! RFID!
- 57. Leads solutions!
- 58. Feedback!
- 59. BLE!
- 60. Feedback Leads & ! Booth Visits Sessions &! Keynotes Expo ! Hall
- 61. Summary Attendee Journey Recap! Attendee interests, behavior and preferences are the #1 indicator of purchase intent! Increase ROI and Revenue!