exhibitor fasttrack chicago presentation on attendee journey

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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.

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Page 1: Exhibitor FastTrack Chicago presentation on Attendee Journey

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.

Page 2: Exhibitor FastTrack Chicago presentation on Attendee Journey

understanding the !

Attendee Journey

SESSION #W108!

Page 3: Exhibitor FastTrack Chicago presentation on Attendee Journey

about!

Roger !Lewis RogLewis

[email protected]

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 !

Page 4: Exhibitor FastTrack Chicago presentation on Attendee Journey

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!

Page 5: Exhibitor FastTrack Chicago presentation on Attendee Journey

What is the Attendee Journey? 1

Page 6: Exhibitor FastTrack Chicago presentation on Attendee Journey

What is the Attendee Journey? !

Keynote

Registration !check-in / badging

Help Desk

Session

Exhibit Floor

Booth

Product Demo

Break-out!Session

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Why is it important? 2

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Web analytics!

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Attendee “Touch points” 3

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Page 12: Exhibitor FastTrack Chicago presentation on Attendee Journey

Event touch points that make !up the Attendee Journey 4

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Sessions!

Keynotes !

Break-out!

Labs!

Page 14: Exhibitor FastTrack Chicago presentation on Attendee Journey

Session Feedback!

Page 15: Exhibitor FastTrack Chicago presentation on Attendee Journey

Exhibit Floor!

Page 16: Exhibitor FastTrack Chicago presentation on Attendee Journey

Booth & Product Visits!

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Lead!

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Social!

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Benefits Associated with the !the Attendee Journey 5

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1.- UnderstandWhat’s Important

Page 21: Exhibitor FastTrack Chicago presentation on Attendee Journey
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Social!

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2.- Enhance YourEvent Performance

1.- UnderstandWhat’s Important

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Better Content !

Speakers!

Venue / Location !

Products / demos!

Enhance

Page 25: Exhibitor FastTrack Chicago presentation on Attendee Journey

Data Visualization Example!

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Video!

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2.- Enhance YourEvent Performance

1.- UnderstandWhat’s Important

3.- Increase YourRevenue

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How Understanding the Attendee Journey Can !Help You Increase Sales

6

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Visual mapping!

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Attendee Journey Report !

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Smart analysis !

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What can we learn from Paco Underhill?!

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Know your audience !

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Increase event performance and ROI !

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Increase Revenue !

Visit + Duration = $$$

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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%!

Page 37: Exhibitor FastTrack Chicago presentation on Attendee Journey

Understanding buying decisions!

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Product performance !

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Other Key Metrics 7

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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?'Total' Customers' Prospects'

Yes! 26%! 30%! 22%!

Page 41: Exhibitor FastTrack Chicago presentation on Attendee Journey

41!

Know!your!lead!quality….!

A'Leads'11%'

B'Leads'15%'

C'Leads'27%'

Unqualified'21%'

Not'Rated'26%'

Quality of Inquiries !

Page 42: Exhibitor FastTrack Chicago presentation on Attendee Journey

Exis(ng!vs.!New!Opportuni(es!42!

Current'Customer'

55%'Prospect'35%'

Neither'10%'

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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 !

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Booth visits by day !

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0 1000 2000 3000 4000 5000

Attendees 5000

Visitors 3234

Buyers 939

Leads 323

Nuture 82

Likely Buy 27

Performance by type!

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Executive report card!

SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRADE 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

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What should your ROI be?!

Investment

Return

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Leads vs Attendee Journey 8

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Contact information!

Product interest!

Buyer demographics!

Buying timeframe!

Decision making power!

What !do we !know from !a lead?

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Lead capture floor chart !

Page 51: Exhibitor FastTrack Chicago presentation on Attendee Journey

What do we know from the Attendee Journey?!

Keynote

Registration !check-in / badging

Help Desk

Session

Exhibit Floor

Booth

Product Demo

Break-out!Session

Page 52: Exhibitor FastTrack Chicago presentation on Attendee Journey

Contact Information!

Product interest!

  Level of interest !

Buyer demographics!

Decision making power!

Timeframe to buy!

What !do we !know from !a Visit?

Page 53: Exhibitor FastTrack Chicago presentation on Attendee Journey

Incorporating the Attendee Journey in Your Next Event 9

Page 54: Exhibitor FastTrack Chicago presentation on Attendee Journey

Exhibit Floor and Product areas!

Video!

Surveys!

RFID!

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Journey Tracking Solutions!

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Attendance Floor mats !

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Leads solutions!

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Feedback!

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BLE!

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Feedback

Leads & !Booth Visits

Sessions &!Keynotes

Expo !Hall

Page 61: Exhibitor FastTrack Chicago presentation on Attendee Journey

Summary

Attendee Journey Recap!

Attendee interests, behavior and preferences are the #1 indicator of purchase intent !

Increase ROI and Revenue!

Page 62: Exhibitor FastTrack Chicago presentation on Attendee Journey

RogLewis

[email protected]

Roger Lewis

Questions?

Page 63: Exhibitor FastTrack Chicago presentation on Attendee Journey

RogLewis

[email protected]

Roger Lewis

Thank You