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understanding the !

Attendee Journey

SESSION #W108!

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 !

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!

What is the Attendee Journey? 1

What is the Attendee Journey? !

Keynote

Registration !check-in / badging

Help Desk

Session

Exhibit Floor

Booth

Product Demo

Break-out!Session

Why is it important? 2

Web analytics!

Attendee “Touch points” 3

Event touch points that make !up the Attendee Journey 4

Sessions!

Keynotes !

Break-out!

Labs!

Session Feedback!

Exhibit Floor!

Booth & Product Visits!

Lead!

Social!

Benefits Associated with the !the Attendee Journey 5

1.- UnderstandWhat’s Important

Social!

2.- Enhance YourEvent Performance

1.- UnderstandWhat’s Important

Better Content !

Speakers!

Venue / Location !

Products / demos!

Enhance

Data Visualization Example!

Video!

2.- Enhance YourEvent Performance

1.- UnderstandWhat’s Important

3.- Increase YourRevenue

How Understanding the Attendee Journey Can !Help You Increase Sales

6

Visual mapping!

Attendee Journey Report !

Smart analysis !

What can we learn from Paco Underhill?!

Know your audience !

Increase event performance and ROI !

Increase Revenue !

Visit + Duration = $$$

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%!

Understanding buying decisions!

Product performance !

Other Key Metrics 7

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%!

41!

Know!your!lead!quality….!

A'Leads'11%'

B'Leads'15%'

C'Leads'27%'

Unqualified'21%'

Not'Rated'26%'

Quality of Inquiries !

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

Current'Customer'

55%'Prospect'35%'

Neither'10%'

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 !

Booth visits by day !

0 1000 2000 3000 4000 5000

Attendees 5000

Visitors 3234

Buyers 939

Leads 323

Nuture 82

Likely Buy 27

Performance by type!

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

What should your ROI be?!

Investment

Return

Leads vs Attendee Journey 8

Contact information!

Product interest!

Buyer demographics!

Buying timeframe!

Decision making power!

What !do we !know from !a lead?

Lead capture floor chart !

What do we know from the Attendee Journey?!

Keynote

Registration !check-in / badging

Help Desk

Session

Exhibit Floor

Booth

Product Demo

Break-out!Session

Contact Information!

Product interest!

  Level of interest !

Buyer demographics!

Decision making power!

Timeframe to buy!

What !do we !know from !a Visit?

Incorporating the Attendee Journey in Your Next Event 9

Exhibit Floor and Product areas!

Video!

Surveys!

RFID!

Journey Tracking Solutions!

Attendance Floor mats !

Leads solutions!

Feedback!

BLE!

Feedback

Leads & !Booth Visits

Sessions &!Keynotes

Expo !Hall

Summary

Attendee Journey Recap!

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

Increase ROI and Revenue!

RogLewis

Roger.lewis@alliancetech.com

Roger Lewis

Questions?

RogLewis

Roger.lewis@alliancetech.com

Roger Lewis

Thank You