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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.
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 Resource intensive
Direct focus on Expensive
an area Difficult to get
consistency
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Video Monitoring
Pros Cons
Birds eye view Little demographic
Digitally captured insight
video Resource intensive
Staff performance Consistency challenges
insight
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RFID
Pros Cons
Relatively inexpensive Small but growing number
(passive tags) of tradeshows utilized RFID
Accurate (Digitally Little insight on staff
captured) performance
Birds eye view
Realtime information
(Insight as you go)
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The Exhibit Booth
Determining the value of product offerings
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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
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Capture Visits & Duration to
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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
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Reporting Visitor Information RealTime
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Smart Signage & Messaging
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
Database
Time spent at a product demo = 17 min.
No. of Sessions = 8
Understand Journey by Demographic
Mindshare
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Revenue
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Increasing Revenue
• By utilizing realtime visitor information and
metrics, you can determine if a decision maker is
in your booth RIGHT NOW
• Post event analytics can assist you with
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 43
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THANK YOU
Roger J. Lewis
roger.lewis@alliancetech.com
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