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Exhibitionist#06 Eddie Choi 20 marzo 2014
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Exhibitionist#06 Eddie Choi 20 marzo 2014

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20 marzo 2014. Sesto incontro del ciclo Exhibitionist organizzato da Fondazione Fiera Milano @Palazzo delle Stelline. Eddie Choi, digital marketer, fondatore di Frontiers Digital e direttore esecutivo …

20 marzo 2014. Sesto incontro del ciclo Exhibitionist organizzato da Fondazione Fiera Milano @Palazzo delle Stelline. Eddie Choi, digital marketer, fondatore di Frontiers Digital e direttore esecutivo di Milton Exhibits Group ha parlato di opportunità digitali per fiere ed eventi

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  • 1. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 2. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 3. Property of Eddie Choi | linkedin.com/in/eddiechoi Eddie ChoiMarketer, Trainer, Writer, Science Believer
  • 4. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 5. Property of Eddie Choi | linkedin.com/in/eddiechoi Exhibition as a marketing experience
  • 6. Property of Eddie Choi | linkedin.com/in/eddiechoi How much does it cost to create a good exhibition experience?
  • 7. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 8. Property of Eddie Choi | linkedin.com/in/eddiechoi If we see a booth as a marketing touch point, there will be touch points within the touch point.
  • 9. Property of Eddie Choi | linkedin.com/in/eddiechoi ? Engagement Communication Lead Generation Action
  • 10. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 11. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 12. Property of Eddie Choi | linkedin.com/in/eddiechoi Google Analytics offline tracking video
  • 13. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 14. Property of Eddie Choi | linkedin.com/in/eddiechoi Communications
  • 15. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  • 16. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  • 17. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  • 18. Property of Eddie Choi | linkedin.com/in/eddiechoi The evolution of business gestures
  • 19. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  • 20. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Don’t leave the house without smartphone
  • 21. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Would rather give up TV than smartphone
  • 22. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  • 23. Property of Eddie Choi | linkedin.com/in/eddiechoi Smartphone Social Desktop Source:  Google  2013
  • 24. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Smartphone Search Desktop
  • 25. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  StatCounter Mobile phones account for 17% of global web traffic
  • 26. Property of Eddie Choi | linkedin.com/in/eddiechoi Today we have many screens to take care
  • 27. Property of Eddie Choi | linkedin.com/in/eddiechoi Lead Generation
  • 28. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 29. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 30. Property of Eddie Choi | linkedin.com/in/eddiechoi We generate and qualify leads at exhibitions
  • 31. Property of Eddie Choi | linkedin.com/in/eddiechoi We  use many tools to assist us for leads generation and qualification
  • 32. Property of Eddie Choi | linkedin.com/in/eddiechoi We  use  different  technologies to integrate offline with online
  • 33. Property of Eddie Choi | linkedin.com/in/eddiechoi This is a Coke Light But please don’t do this
  • 34. Property of Eddie Choi | linkedin.com/in/eddiechoi This is a Coke Light ✚ What is integrated marketing?
  • 35. Property of Eddie Choi | linkedin.com/in/eddiechoi Integration
  • 36. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  CEIR  2013 Why lead generation is important for exhibition?
  • 37. Property of Eddie Choi | linkedin.com/in/eddiechoi B2B lead journey Far Term Mid Term Consideration Near Term
  • 38. Property of Eddie Choi | linkedin.com/in/eddiechoi Far-To-Mid term data source
  • 39. Property of Eddie Choi | linkedin.com/in/eddiechoi Limitation of the Far-To-Mid term data source • Insight are mostly top-line. • Difficult to identify the closest opportunity. • Online data are mostly non-PII. • Low relevancy between buyers and business intent.
  • 40. Property of Eddie Choi | linkedin.com/in/eddiechoi Collect Business Cards Lead Retrieval 0% 20% 40% 60% 80% 74% 59% The top two most common methods organizations use to capture leads at exhibition (2012) Source:  CEIR  2013
  • 41. Property of Eddie Choi | linkedin.com/in/eddiechoi Only 30% of exhibitors can capture demographics and other lead qualifier questions (2012) Source:  CEIR  2013
  • 42. Property of Eddie Choi | linkedin.com/in/eddiechoi The experience of filling questionnaire on tablet is not natural
  • 43. Property of Eddie Choi | linkedin.com/in/eddiechoi Try to look at a booth just like a website? Web Browsing Web Analytics
  • 44. Property of Eddie Choi | linkedin.com/in/eddiechoi The booth traffic generates important insight for lead-based event marketing Who What When
  • 45. Property of Eddie Choi | linkedin.com/in/eddiechoi What  we  can  do  at the show Display Interact Analyze Engage buyers Capture interest Generate insight
  • 46. Property of Eddie Choi | linkedin.com/in/eddiechoi We can do re-marketing after the show Realize Re-target Convert Obtain business intent Begin nurturing leads Cultivate opportunity
  • 47. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 48. Property of Eddie Choi | linkedin.com/in/eddiechoi Improvement for the Far-To-Mid term data source BEFORE AFTER • Insight are mostly top-line. • Insight are based on product level. • Difficult to identify the closest opportunity. • Easy to identify the closest opportunity. • Online data are mostly 
 non-PII. • Most data can be followed up. • Low relevancy between buyers and business intent. • High relevancy between buyers and business intent. ✗
  • 49. Property of Eddie Choi | linkedin.com/in/eddiechoi ROI 1. Increase number of actionable leads. 2. Quantifiable product intents. 3. Improve accuracy for re-marketing result. ✗
  • 50. Property of Eddie Choi | linkedin.com/in/eddiechoi We can visualize venue’s traffic
  • 51. Property of Eddie Choi | linkedin.com/in/eddiechoi A Action, Analyze
  • 52. Property of Eddie Choi | linkedin.com/in/eddiechoi Say big data one more time
  • 53. Property of Eddie Choi | linkedin.com/in/eddiechoi Broadband adoption trends Europe Asia Source:  Akamai
  • 54. Property of Eddie Choi | linkedin.com/in/eddiechoi 241%   {Nucleus Research} ROI can be generated by applying data to business decision CMOs believe that successful brands make data-driven decisions 91%
{Columbia Business School} However Only 11% of marketers use data to make business decision today.
  • 55. Property of Eddie Choi | linkedin.com/in/eddiechoi Big data definition
  • 56. Property of Eddie Choi | linkedin.com/in/eddiechoi Big data definition
  • 57. Property of Eddie Choi | linkedin.com/in/eddiechoi Start with your web analytics All are potential customers
  • 58. Property of Eddie Choi | linkedin.com/in/eddiechoi How did the conversions happen?
  • 59. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 60. Property of Eddie Choi | linkedin.com/in/eddiechoi Let’s talk about online marketing practice
  • 61. Property of Eddie Choi | linkedin.com/in/eddiechoi We vs. WWW
  • 62. Property of Eddie Choi | linkedin.com/in/eddiechoi Individuals become more powerful
  • 63. Property of Eddie Choi | linkedin.com/in/eddiechoi We are not there yet
  • 64. Property of Eddie Choi | linkedin.com/in/eddiechoi We WWW SHOUT Collaborate 
 & Create Marketing has been changed
  • 65. Property of Eddie Choi | linkedin.com/in/eddiechoi DecisionInfluence SupportInfluence Support How do our customers make decision?
  • 66. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 67. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 68. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  • 69. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 70. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 71. Property of Eddie Choi | linkedin.com/in/eddiechoi What do you see?
  • 72. Property of Eddie Choi | linkedin.com/in/eddiechoi Description of an object • Shape, texture, material ! • Brand, design, style ! • Location, occasion, timing ! • Acronym, jargon
  • 73. Property of Eddie Choi | linkedin.com/in/eddiechoi Semantics the study of meaning that is used for understanding human expression through language.
  • 74. Property of Eddie Choi | linkedin.com/in/eddiechoi Esposizione, expo, or fiera?
  • 75. Property of Eddie Choi | linkedin.com/in/eddiechoi Autocomplete Factors 1. Search Volume 2. Personalization 3. Query Deserve Freshness (QDF)
  • 76. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 77. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 78. Property of Eddie Choi | linkedin.com/in/eddiechoi Milan Exhibitions Fiera Milano, New Milan exhibition center, Milan furniture exhibition, Milan fashion exhibition, Milan cooling exhibition
  • 79. Property of Eddie Choi | linkedin.com/in/eddiechoi All about Milan World Expo 2015
  • 80. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search “Italy” vs. “Milan” 
 2011 - 2014 Italy Milan
  • 81. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search for “Milan” relevant keywords and interest level Furniture exhibition
  • 82. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search for “Italy” vs. “Milan” geographical distribution Italy Milan Beijing Guang Dong Zhejiang Jiangsu Shanghai
  • 83. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search for “Italy” vs. “Milan” demographics Italy Milan Age groups Gender
  • 84. Property of Eddie Choi | linkedin.com/in/eddiechoi Link universal of www.host.fieramilano.it
  • 85. Property of Eddie Choi | linkedin.com/in/eddiechoi
  • 86. Property of Eddie Choi | linkedin.com/in/eddiechoi Cognitive engagement with form
  • 87. Property of Eddie Choi | linkedin.com/in/eddiechoi Cognitive engagement with form
  • 88. Property of Eddie Choi | linkedin.com/in/eddiechoi Don’t forget, even Youtube has its own analytics
  • 89. Property of Eddie Choi | linkedin.com/in/eddiechoi Social Marketing
  • 90. Property of Eddie Choi | linkedin.com/in/eddiechoi Research your target audience
  • 91. Property of Eddie Choi | linkedin.com/in/eddiechoi Social media marketing video
  • 92. Property of Eddie Choi | linkedin.com/in/eddiechoi What have we learned? 1.Be public, be easy to follow 2.Be patience, to nurture instead of promote 3.2nd follower prove the 1st follower is right 4.The rest of followers emulate the 2nd follower, not the leader
  • 93. Property of Eddie Choi | linkedin.com/in/eddiechoi Grazie. Questions?

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