Tech Trends in Exhibitions - Southwest...
Transcript of Tech Trends in Exhibitions - Southwest...
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
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• Building Show Attendance/Growing a Show
• Re-Energizing a Show• Sponsorships• Budgets and Strategic
Planning
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Convergence
• Connectivity• Design• Experience
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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
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Internet of Things = Self Directed Personalized Experience
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• Visitor mapping & communication – real time
• Wearables• Indoor positioning• 3D positions• Playable hubs• Visitor profiling• Robot cameras• Personal apps• Future adaptive learning
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Augmented Reality
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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
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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
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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
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Source: Hubvents
European General Data Protection Regulation (GDPR)
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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
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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
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• 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
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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
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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
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Tech Use Case #3 –Lead Generation, Security & Attendee Engagement
IFT ’17: How Behavioral Data Drives Meaningful Trade Show Improvements
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Tech Use Case # 4 – Attendee Experience
Active Event Technology: Check In and Badge Distribution Without Lines
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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
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Tech Use Case # 6 – Sponsorships & Revenue Creation
The Oracle Transportation Management Users Conference Delivers Exceptional Experiences Using Smartsheet
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Q&A
Thank you!
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