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Event Participants are NarcissistsAnd Other Surprising Events Industry Trends
Twitter: @FreemanCo
What are the big macro trends?
Twitter: @FreemanCo
The Macro Trend Story for Face-to-FaceThe Macro Trend Story for Face-to-Face
3
• Events are improving, exhibitors returning
• But not at ‘08 levels
3- A stabilizing economy
4Demand for
Industry Tech with VALUE
• Virtual and hybrid• Digital way-finding• Gamification, RFID
4- Tech with value
• Mobile in early majority• Social media for mtgs• Video invitations
2- Technology isn’t so scary
2
1
• Interactive Format• Hosted Buyer Events• Custom Event Apps
1- Engage me! (Customization)
How does neuroscience relate to my audience?
Twitter: @FreemanCo
Neuroscience is about what makes people tick
You’re a HERO!
Knowledge to impact concerns
Why people do what they do
Neuroscience Decision Model
Decisions are rational AND emotional
Rational
Emotional
Why do people come to events?
These reasons don’t change
• Network with colleagues/vendors• Keep up on trends• Education• See/evaluate new products• Find a new vendor• Location
Attendee Exhibitor
• Identify new leads• Build brand awareness• Meet with customers• Have a presence• Launch new product/service• Competitive intelligence
Successful events meet rational and emotional needs
Events Performing Well
Rational
NetworkingEducation
Trends
LeadsAwareness
Relationships
EmotionalHow do you feel?
Angry Stressed
Irritated Neglected
Events NOT Performing Well
RationalNetworkingEducation
Trends
LeadsAwareness
Relationships
EmotionalHow do you feel?
Inspired Hopeful
Valued EnergizedHappy Hurried
People need to BELIEVE it’s a good show
Perception RULES!
How does your brain decide?
The 3 brains
Reptile Brain - Instincts
Middle Brain - Emotional
New Brain - Rational
How does your brain decide?
The 3 brains
Reptile Brain - Instincts
Middle Brain - Emotional
New Brain - Rational
It’s about what we want at a deep level
Understand what customers deeply care about. Give them that and they’ll find a way to stick with you.
Why do people POST on Facebook?
Sometimes we don’t know what influences us, we just
subconsciously perceive it
Sometimes we don’t know what influences us, we just
subconsciously perceive it
Value can come from the little thingsValue can come from the little things
We don’t consider all the elements of an experience, only the most noticeable
Make your most noticeable moments count
How can I create engaging experiences?Twitter: @FreemanCo
The Macro Trend Story for Face-to-FaceThe Macro Trend Story for Face-to-Face
3
• Events are improving, exhibitors returning
• But not at ‘08 levels
3- A stabilizing economy
4Demand for
Industry Tech with VALUE
• Virtual and hybrid• Digital way-finding• Gamification, RFID
4- Tech with value
• Mobile in early majority• Social media for mtgs• Video invitations
2- Technology isn’t so scary
2
1
• Interactive Format• Hosted Buyer Events• Custom Event Apps
1- Engage me! (Customization)
Technology creates
emotional WOWs
We don’t pay attention to boring things
I see the experience
I’m WOW’ed by the experience
I link that WOW feeling to your brand
That WOW feeling imbeds itself in my memory
I remember your brand when it’s time to decide
Event Tech Impacts Behavior
Poken / Minglestick
Collect and exchange digital info offline via NFC
Flock (by Bump)
Share multiple-user photos into a single album
Technology to interact with others
Technology to play with
Throwable microphone to liven event participation
Catchbox
Social gaming at the BIO Agriculture booth
Gamification
Companion device supplementing primary info delivered by another medium
Second Screen
McDonald’s Pick ‘n Play
Experiential advertising in a group setting
Technology to enhance experiences
Point of Sale Applications
Credit card payment via mobile device
Starbucks App
Electronic account linked to a mobile phone, money deposited and used as cash, rewards earned
NFC as a mobile wallet
RFID to improve experiences
Disney’s MagicBand
RFID bracelets encoded with personal info to create a seamless Disney experience
Coldplay Concert
30,000+ RFID wrist bracelets flashed colors lights in sync with the music
Technology to fascinate
National Geographic Augmented Reality
Interaction with the National Geographic brand in a real-to-life way
But a solid strategy is still needed