Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Eddie ChoiMarketer, Trainer, Writer, Science Believer
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Exhibition as a marketing experience
Property of Eddie Choi | linkedin.com/in/eddiechoi
How much does it cost to create a
good exhibition experience?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
If we see a booth as a marketing
touch point, there will be touch
point...
Property of Eddie Choi | linkedin.com/in/eddiechoi
?
Engagement Communication Lead Generation Action
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Google Analytics offline tracking video
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Communications
Property of Eddie Choi | linkedin.com/in/eddiechoi
Which side are you on?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Which side are you on?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Which side are you on?
Property of Eddie Choi | linkedin.com/in/eddiechoi
The evolution of business gestures
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Don’t leave the house without smartphone
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Would rather give up TV than smartphone
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Property of Eddie Choi | linkedin.com/in/eddiechoi
Smartphone Social Desktop
Source:	
  Google	
  2013
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Smartphone Search Desktop
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  StatCounter
Mobile phones account for 17% of
global web traf...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Today we have many screens to take care
Property of Eddie Choi | linkedin.com/in/eddiechoi
Lead Generation
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
We generate and qualify leads at
exhibitions
Property of Eddie Choi | linkedin.com/in/eddiechoi
We	
  use many tools to assist us for
leads generation and qualification
Property of Eddie Choi | linkedin.com/in/eddiechoi
We	
  use	
  different	
  technologies to
integrate offline with online
Property of Eddie Choi | linkedin.com/in/eddiechoi
This is a Coke Light
But please don’t do this
Property of Eddie Choi | linkedin.com/in/eddiechoi
This is a Coke Light
✚
What is integrated marketing?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Integration
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  CEIR	
  2013
Why lead generation is important
for exhibition?
Property of Eddie Choi | linkedin.com/in/eddiechoi
B2B lead journey
Far Term
Mid Term
Consideration
Near Term
Property of Eddie Choi | linkedin.com/in/eddiechoi
Far-To-Mid term data source
Property of Eddie Choi | linkedin.com/in/eddiechoi
Limitation of the Far-To-Mid
term data source
• Insight are mostly top-...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Collect Business Cards
Lead Retrieval
0% 20% 40% 60% 80%
74%
59%
The to...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Only 30% of exhibitors can
capture demographics and other
lead qualifie...
Property of Eddie Choi | linkedin.com/in/eddiechoi
The experience of filling
questionnaire on tablet is not natural
Property of Eddie Choi | linkedin.com/in/eddiechoi
Try to look at a booth just
like a website?
Web Browsing
Web Analytics
Property of Eddie Choi | linkedin.com/in/eddiechoi
The booth traffic generates
important insight for lead-based
event mark...
Property of Eddie Choi | linkedin.com/in/eddiechoi
What	
  we	
  can	
  do	
  at the show
Display Interact Analyze
Engage ...
Property of Eddie Choi | linkedin.com/in/eddiechoi
We can do re-marketing after the show
Realize Re-target Convert
Obtain ...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Improvement for the Far-To-Mid term
data source
BEFORE AFTER
• Insight ...
Property of Eddie Choi | linkedin.com/in/eddiechoi
ROI
1. Increase number of actionable leads.
2. Quantifiable product int...
Property of Eddie Choi | linkedin.com/in/eddiechoi
We can visualize venue’s traffic
Property of Eddie Choi | linkedin.com/in/eddiechoi
A Action, Analyze
Property of Eddie Choi | linkedin.com/in/eddiechoi
Say big data one more time
Property of Eddie Choi | linkedin.com/in/eddiechoi
Broadband adoption trends
Europe Asia
Source:	
  Akamai
Property of Eddie Choi | linkedin.com/in/eddiechoi
241%	
  
{Nucleus Research}
ROI can be generated by applying
data to bu...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Big data definition
Property of Eddie Choi | linkedin.com/in/eddiechoi
Big data definition
Property of Eddie Choi | linkedin.com/in/eddiechoi
Start with your web analytics
All are
potential
customers
Property of Eddie Choi | linkedin.com/in/eddiechoi
How did the
conversions
happen?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Let’s talk about online marketing practice
Property of Eddie Choi | linkedin.com/in/eddiechoi
We vs. WWW
Property of Eddie Choi | linkedin.com/in/eddiechoi
Individuals become more powerful
Property of Eddie Choi | linkedin.com/in/eddiechoi
We are not there yet
Property of Eddie Choi | linkedin.com/in/eddiechoi
We WWW
SHOUT
Collaborate 

& Create
Marketing has been changed
Property of Eddie Choi | linkedin.com/in/eddiechoi
DecisionInfluence SupportInfluence Support
How do our customers make de...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Source:	
  Google	
  2013
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
What do you see?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Description of an object
• Shape, texture, material
!
• Brand, design, ...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Semantics
the study of meaning that is used for understanding human
exp...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Esposizione, expo, or fiera?
Property of Eddie Choi | linkedin.com/in/eddiechoi
Autocomplete Factors
1. Search Volume
2. Personalization
3. Query Deser...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Milan
Exhibitions
Fiera Milano, New Milan
exhibition center, Milan
furn...
Property of Eddie Choi | linkedin.com/in/eddiechoi
All about Milan
World Expo 2015
Property of Eddie Choi | linkedin.com/in/eddiechoi
Chinese search “Italy” vs. “Milan” 

2011 - 2014
Italy
Milan
Property of Eddie Choi | linkedin.com/in/eddiechoi
Chinese search for “Milan” relevant
keywords and interest level
Furnitu...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Chinese search for “Italy” vs.
“Milan” geographical distribution
Italy
...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Chinese search for “Italy” vs. “Milan”
demographics
Italy
Milan
Age gro...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Link universal of
www.host.fieramilano.it
Property of Eddie Choi | linkedin.com/in/eddiechoi
Property of Eddie Choi | linkedin.com/in/eddiechoi
Cognitive engagement with form
Property of Eddie Choi | linkedin.com/in/eddiechoi
Cognitive engagement with form
Property of Eddie Choi | linkedin.com/in/eddiechoi
Don’t forget, even Youtube has its
own analytics
Property of Eddie Choi | linkedin.com/in/eddiechoi
Social Marketing
Property of Eddie Choi | linkedin.com/in/eddiechoi
Research your target audience
Property of Eddie Choi | linkedin.com/in/eddiechoi
Social media marketing video
Property of Eddie Choi | linkedin.com/in/eddiechoi
What have we learned?
1.Be public, be easy to follow
2.Be patience, to ...
Property of Eddie Choi | linkedin.com/in/eddiechoi
Grazie. Questions?
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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 di Milton Exhibits Group ha parlato di opportunità digitali per fiere ed eventi

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Exhibitionist#06 Eddie Choi 20 marzo 2014

  1. 1. Property of Eddie Choi | linkedin.com/in/eddiechoi
  2. 2. Property of Eddie Choi | linkedin.com/in/eddiechoi
  3. 3. Property of Eddie Choi | linkedin.com/in/eddiechoi Eddie ChoiMarketer, Trainer, Writer, Science Believer
  4. 4. Property of Eddie Choi | linkedin.com/in/eddiechoi
  5. 5. Property of Eddie Choi | linkedin.com/in/eddiechoi Exhibition as a marketing experience
  6. 6. Property of Eddie Choi | linkedin.com/in/eddiechoi How much does it cost to create a good exhibition experience?
  7. 7. Property of Eddie Choi | linkedin.com/in/eddiechoi
  8. 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. 9. Property of Eddie Choi | linkedin.com/in/eddiechoi ? Engagement Communication Lead Generation Action
  10. 10. Property of Eddie Choi | linkedin.com/in/eddiechoi
  11. 11. Property of Eddie Choi | linkedin.com/in/eddiechoi
  12. 12. Property of Eddie Choi | linkedin.com/in/eddiechoi Google Analytics offline tracking video
  13. 13. Property of Eddie Choi | linkedin.com/in/eddiechoi
  14. 14. Property of Eddie Choi | linkedin.com/in/eddiechoi Communications
  15. 15. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  16. 16. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  17. 17. Property of Eddie Choi | linkedin.com/in/eddiechoi Which side are you on?
  18. 18. Property of Eddie Choi | linkedin.com/in/eddiechoi The evolution of business gestures
  19. 19. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  20. 20. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Don’t leave the house without smartphone
  21. 21. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Would rather give up TV than smartphone
  22. 22. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  23. 23. Property of Eddie Choi | linkedin.com/in/eddiechoi Smartphone Social Desktop Source:  Google  2013
  24. 24. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013 Smartphone Search Desktop
  25. 25. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  StatCounter Mobile phones account for 17% of global web traffic
  26. 26. Property of Eddie Choi | linkedin.com/in/eddiechoi Today we have many screens to take care
  27. 27. Property of Eddie Choi | linkedin.com/in/eddiechoi Lead Generation
  28. 28. Property of Eddie Choi | linkedin.com/in/eddiechoi
  29. 29. Property of Eddie Choi | linkedin.com/in/eddiechoi
  30. 30. Property of Eddie Choi | linkedin.com/in/eddiechoi We generate and qualify leads at exhibitions
  31. 31. Property of Eddie Choi | linkedin.com/in/eddiechoi We  use many tools to assist us for leads generation and qualification
  32. 32. Property of Eddie Choi | linkedin.com/in/eddiechoi We  use  different  technologies to integrate offline with online
  33. 33. Property of Eddie Choi | linkedin.com/in/eddiechoi This is a Coke Light But please don’t do this
  34. 34. Property of Eddie Choi | linkedin.com/in/eddiechoi This is a Coke Light ✚ What is integrated marketing?
  35. 35. Property of Eddie Choi | linkedin.com/in/eddiechoi Integration
  36. 36. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  CEIR  2013 Why lead generation is important for exhibition?
  37. 37. Property of Eddie Choi | linkedin.com/in/eddiechoi B2B lead journey Far Term Mid Term Consideration Near Term
  38. 38. Property of Eddie Choi | linkedin.com/in/eddiechoi Far-To-Mid term data source
  39. 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. 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. 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. 42. Property of Eddie Choi | linkedin.com/in/eddiechoi The experience of filling questionnaire on tablet is not natural
  43. 43. Property of Eddie Choi | linkedin.com/in/eddiechoi Try to look at a booth just like a website? Web Browsing Web Analytics
  44. 44. Property of Eddie Choi | linkedin.com/in/eddiechoi The booth traffic generates important insight for lead-based event marketing Who What When
  45. 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. 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. 47. Property of Eddie Choi | linkedin.com/in/eddiechoi
  48. 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. 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. 50. Property of Eddie Choi | linkedin.com/in/eddiechoi We can visualize venue’s traffic
  51. 51. Property of Eddie Choi | linkedin.com/in/eddiechoi A Action, Analyze
  52. 52. Property of Eddie Choi | linkedin.com/in/eddiechoi Say big data one more time
  53. 53. Property of Eddie Choi | linkedin.com/in/eddiechoi Broadband adoption trends Europe Asia Source:  Akamai
  54. 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. 55. Property of Eddie Choi | linkedin.com/in/eddiechoi Big data definition
  56. 56. Property of Eddie Choi | linkedin.com/in/eddiechoi Big data definition
  57. 57. Property of Eddie Choi | linkedin.com/in/eddiechoi Start with your web analytics All are potential customers
  58. 58. Property of Eddie Choi | linkedin.com/in/eddiechoi How did the conversions happen?
  59. 59. Property of Eddie Choi | linkedin.com/in/eddiechoi
  60. 60. Property of Eddie Choi | linkedin.com/in/eddiechoi Let’s talk about online marketing practice
  61. 61. Property of Eddie Choi | linkedin.com/in/eddiechoi We vs. WWW
  62. 62. Property of Eddie Choi | linkedin.com/in/eddiechoi Individuals become more powerful
  63. 63. Property of Eddie Choi | linkedin.com/in/eddiechoi We are not there yet
  64. 64. Property of Eddie Choi | linkedin.com/in/eddiechoi We WWW SHOUT Collaborate 
 & Create Marketing has been changed
  65. 65. Property of Eddie Choi | linkedin.com/in/eddiechoi DecisionInfluence SupportInfluence Support How do our customers make decision?
  66. 66. Property of Eddie Choi | linkedin.com/in/eddiechoi
  67. 67. Property of Eddie Choi | linkedin.com/in/eddiechoi
  68. 68. Property of Eddie Choi | linkedin.com/in/eddiechoi Source:  Google  2013
  69. 69. Property of Eddie Choi | linkedin.com/in/eddiechoi
  70. 70. Property of Eddie Choi | linkedin.com/in/eddiechoi
  71. 71. Property of Eddie Choi | linkedin.com/in/eddiechoi What do you see?
  72. 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. 73. Property of Eddie Choi | linkedin.com/in/eddiechoi Semantics the study of meaning that is used for understanding human expression through language.
  74. 74. Property of Eddie Choi | linkedin.com/in/eddiechoi Esposizione, expo, or fiera?
  75. 75. Property of Eddie Choi | linkedin.com/in/eddiechoi Autocomplete Factors 1. Search Volume 2. Personalization 3. Query Deserve Freshness (QDF)
  76. 76. Property of Eddie Choi | linkedin.com/in/eddiechoi
  77. 77. Property of Eddie Choi | linkedin.com/in/eddiechoi
  78. 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. 79. Property of Eddie Choi | linkedin.com/in/eddiechoi All about Milan World Expo 2015
  80. 80. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search “Italy” vs. “Milan” 
 2011 - 2014 Italy Milan
  81. 81. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search for “Milan” relevant keywords and interest level Furniture exhibition
  82. 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. 83. Property of Eddie Choi | linkedin.com/in/eddiechoi Chinese search for “Italy” vs. “Milan” demographics Italy Milan Age groups Gender
  84. 84. Property of Eddie Choi | linkedin.com/in/eddiechoi Link universal of www.host.fieramilano.it
  85. 85. Property of Eddie Choi | linkedin.com/in/eddiechoi
  86. 86. Property of Eddie Choi | linkedin.com/in/eddiechoi Cognitive engagement with form
  87. 87. Property of Eddie Choi | linkedin.com/in/eddiechoi Cognitive engagement with form
  88. 88. Property of Eddie Choi | linkedin.com/in/eddiechoi Don’t forget, even Youtube has its own analytics
  89. 89. Property of Eddie Choi | linkedin.com/in/eddiechoi Social Marketing
  90. 90. Property of Eddie Choi | linkedin.com/in/eddiechoi Research your target audience
  91. 91. Property of Eddie Choi | linkedin.com/in/eddiechoi Social media marketing video
  92. 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. 93. Property of Eddie Choi | linkedin.com/in/eddiechoi Grazie. Questions?

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