Tech Trends in Exhibitions

Scott Craighead, IAEEVice President, Exhibitions & Events

International Association of Exhibitions and Events

Tactical DriversExhibition Industry Marketplaces

• Data Driven Attendee

• Sensors, Data, Networks, Crowdsensing

• Business Focus and Leading Edge Experiences

• Corporate Social Responsibility

• Personas: Worldview – Paradigm (Attendee is driving the exhibition)

• Anonymity to Specificity – New Identity of Attendee

• Connect – Optimize the connectivity between buyers and sellers

• Connect – People and Solutions• Value of F2F vs. Virtual Reality• Demonstrate emerging tech in the industry• Streamline the sales process through

technology and connectivity• Find a balance of sacrifice/risk and best

practices• Inside-Out show (Pre, During, and Post)

Content that lives on• Curating the Experience: Reflect the

diversity of the industry ecosystem• Collaborative Economy – Leveraging

partnerships to deliver experiences

2

• Building Show Attendance/Growing a Show

• Re-Energizing a Show• Sponsorships• Budgets and Strategic

Planning

3

Convergence

• Connectivity• Design• Experience

4

5

Expo! Expo! Strategic Objectives• Individual Engagement & Community

Interaction • Innovation: The Revolution of Solutions –

Unveiling technological disruptors• Giving Back – Corporate Social

Responsibility• International: Encourage a Global Spirit and

Community• Learning: Plan, Perform, and Lead

6

Internet of Things = Self Directed Personalized Experience

7

• Visitor mapping & communication – real time

• Wearables• Indoor positioning• 3D positions• Playable hubs• Visitor profiling• Robot cameras• Personal apps• Future adaptive learning

8

Augmented Reality

9

First 3D Printed Excavator

It’s All About Data

• Centralize all data into one CRM• Membership (committees, purchases, surveys, etc.)• Registration demographics

• Web / email analytics• Data from mobile app (attendee movement)• iBeacon / Wearable / RFID data• Lead retrieval data• Use data to segment for marketing• Create engagement score (personas) to predict retention• Contract with a data analytics company

11

Possible Data Points

• Most valuable and loyal attendees• Retention and churn metrics • Attendee growth by company or organization • Geographic impact on event participation • First-time attendee analysis • Event registration and conversion analysis • Event abandonment analysis

13

Possible Data Points

• Loyalty and retention benchmarking by company and segment• Space Analysis• First-time exhibitor trending• Most successful exhibitor analysis• Exhibition growth and contraction• Predictive models for event attendance• Predictive models for exhibition participation• Event geographic rotation models• Behavioral models based on how your industry works

14

15

Source: Hubvents

European General Data Protection Regulation (GDPR)

16

So What is the GDPR?• The GDPR is intended to “harmonize” the many European

Union (EU) regulations – the first of which debuted in 2012• Regulates “processing” of “personal data” (PD) of EU

residents• Including the collection, use, transfer, monitoring, tracking –

even viewing of PD • Rights follow EU residents around the world• MAJOR differences compared to U.S. law• Massive compliance challenge for U.S. businesses – whether

or not you’re in EU

GDPR Compliance – Suggestions

• Conduct an audit of your data security system• Find a compliance checklist – modify it based

upon your organizations priorities.• Know the rules – get expert assistance in areas of

IT, internet security and or legal.• Run scenario testing to better understand your

potential exposure• Don’t forget May 25, 2018

Safety /Security

19

20

Exhibitors Want Data!

Source: CEIR Attendee Floor Engagement Study, Looking to the Future –Areas to Improve and Interest in New Models, 2017

Half of exhibitors are interested in exploring new models, while 34% are satisfied with status quo.

Top Company Marketing Objectives

4%

8%

14%

28%

30%

35%

36%

42%

56%

59%

65%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other

Testing entrance into new region

Testing entrance into new business sector

Product demonstrations

Target geographic region promotions

Target audience interaction with products

Target job function promotions

Existing product promotions

New product promotions, launches

Target business sector promotions

Brand awareness reinforcement

Building, expanding brand awareness

% of Total Respondents, N=568

Source: CEIR Changing Environment of Exhibitions, 2016. This report made possible in part by sponsorship funds from EDPA, Delphi, Sho-Link and from the CEIR Foundation

WHO IS INVOLVED

Marketing, 81%Show management,

79%

Sales, 44%

FACTORS CONSIDEREDEvent content, 68%Messaging aligned with motivations,

65%Market audience

potential, 53%

Audience potential in

location, 44%Registration of prior

edition, 50%

ANALYTICS TO LIGHT THE

WAYSegmented marketing –

personas, etc. 63%Optimize marketing

mix, 59%

New attendee acquisition, 56%Maximize attendee

retention, 54%Optimize

engagement via digital outlets, 53%

IAEE Tech Committee Call for Use CasesObjective Areas

• Marketing (Attendee Acquisition, etc.)

• Sponsorships (Pre, post, year round)

• Networking• Revenue Creation

• Attendee Experience/Engagement

• Lead • Back of House (Venue

tech)• Lead Generation (ROI)• Security/Compliance

IAEE Tech Committee Call for Use Cases

38 Use Cases

28 Unique Topics/Solutions

26

• Show management Apps• AR/VR• Digital Product Showcases• Interactive Gaming for Line Control• Session Tracking Apps• Exhibition Management Software• Multi-Channel Marketing• Turn Key Booth Design• Pedometer Gamification• Matchmaking Software• Event Marketing Software• Automated NFC• Beacon Tech• Drones

• Data Analytics• Exhibitor to attendee communication• Digital Scavenger Hunt• WeChat Portal• GeoSocial Networking• Hosted Buyer Tech• Real Time Attendee Behavioral Analytics• A.I Chatbots• Virtual/Hybrid Exhibitions• Housing Block Management• Overall Tech Integration• Interactive Gamification• Sponsorship Sales Software• Sponsorship Fulfillment Software

27

28

29

Tech Use Case #1 – Marketing, Sponsorships, & Attendee Engagement

• Event Technologies - National Grocers Association Case Study: How to Provide Exhibitors Access to the Attendees Without Providing Them With the List

30

31

Tech Use Case #2 – Marketing, Sponsorships, Revenue Creation & Attendee Experience

Info Salons Group Launches The First WeChat Digital Portal for Chinese Exhibitors at National Hardware Show 2017

32

33

Tech Use Case #3 –Lead Generation, Security & Attendee Engagement

IFT ’17: How Behavioral Data Drives Meaningful Trade Show Improvements

34

35

Tech Use Case # 4 – Attendee Experience

Active Event Technology: Check In and Badge Distribution Without Lines

36

37

Tech Use Case #5 – Marketing & Attendee Acquisition

Feathr - Easy-to-Implement Referral Landing Pages Drive Conversions, Win the Day for National Confectioners Association's Sweets & Snacks Expo

38

39

Tech Use Case # 6 – Sponsorships & Revenue Creation

The Oracle Transportation Management Users Conference Delivers Exceptional Experiences Using Smartsheet

40

41

42

Q&A

Thank you!

44