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Welcome
! CTSM candidates should fill out online an affidavit for non-
CTSM sessions and a quiz for CTSM sessions.
! Turn ...
understanding the !
Attendee Journey
SESSION #W108!
about!
Roger !
Lewis
 RogLewis
Roger.lewis@alliancetech.com
18 years of industry experience!
Pioneer of Marketing Intellig...
Essential Learning Components
1  What is the Attendee Journey?!
2  Why is it important?!
3  Touch points !
4  Event Touch ...
What is the Attendee Journey?
1
What is the Attendee Journey?!
Keynote
Registration !
check-in / badging
Help Desk
Session 
Exhibit Floor
Booth 
Product
D...
Why is it important? 
2
Web analytics!
Attendee “Touch points”
3
Event touch points that make !
up the Attendee Journey
4
Sessions!
Keynotes !
Break-out!
Labs!
Session Feedback!
Exhibit Floor!
Booth & Product Visits!
Lead!
Social!
Benefits Associated with the !
the Attendee Journey
5
1.- Understand
What’s Important
Social!
2.- Enhance Your
Event Performance
1.- Understand
What’s Important
Better Content !
Speakers!
Venue / Location !
Products / demos!
Enhance
Data Visualization Example!
Video!
2.- Enhance Your
Event Performance
1.- Understand
What’s Important
3.- Increase Your
Revenue
How Understanding the
Attendee Journey Can !
Help You Increase Sales
6
Visual mapping!
Attendee Journey Report!
Smart analysis!
What can we learn from Paco Underhill?!
Know your audience!
Increase event performance and ROI!
Increase Revenue!
Visit + Duration = $$$
Predic(ve!Modeling!
Ini$al'analysis'iden$fies'variables'predic$ve'of'actual'purchases'
Factors' Total'
Purchased'
from'
Phi...
Understanding buying decisions!
Product performance!
Other Key Metrics 
7
Lead!Profile!
40!
Purchase'Timeframe'
26%!of!qualified!leads!are!planning!to!purchase!
within!6!months,!and!almost!half!(46%...
41!
Know!your!
lead!quality….!
A'Leads'
11%'
B'Leads'
15%'
C'Leads'
27%'
Unqualifi
ed'21%'
Not'
Rated'
26%'
Quality of Inqu...
Exis(ng!vs.!New!Opportuni(es!
42!
Current'
Customer'
55%'
Prospect'
35%'
Neither'
10%'
43!
$311'
$645'
$0'
$200'
$400'
$600'
$800'
$1,000'
Cost'per'Inquiry' Cost'per'Qualified'Lead'
Understand!Cost!per!Lead!
Ra...
Booth visits by day!
0
 1000
 2000
 3000
 4000
 5000
Attendees
5000
Visitors
3234
Buyers 939
Leads 323
Nuture 82
Likely Buy 27
Performance by t...
Executive report card!
SUCCESS FACTORS MODEL AVG. GOAL ACTUAL
GRAD
E
Value
CLIENT
MEETINGS
Product-Level
Meetings
Executiv...
What should your ROI be?!
Investment
Return
Leads vs Attendee Journey
8
Contact information!
Product interest!
Buyer demographics!
Buying timeframe!
Decision making power!
What !
do we !
know fr...
Lead capture floor chart!
What do we know from the Attendee Journey?!
Keynote
Registration !
check-in / badging
Help Desk
Session 
Exhibit Floor
Boo...
Contact Information!
Product interest!
  Level of interest !
Buyer demographics!
Decision making power!
Timeframe to buy!
...
Incorporating the Attendee
Journey in Your Next Event
9
Exhibit Floor and Product areas!
Video!
Surveys!
RFID!
Journey Tracking Solutions!
Attendance Floor mats!
Leads solutions!
Feedback!
BLE!
Feedback
Leads & !
Booth Visits
Sessions &!
Keynotes
Expo !
Hall
Summary
Attendee Journey Recap!
Attendee interests, behavior and preferences are
the #1 indicator of purchase intent!
Incr...
RogLewis
Roger.lewis@alliancetech.com
Roger Lewis
Questions?
RogLewis
Roger.lewis@alliancetech.com
Roger Lewis
Thank You
Exhibitor FastTrack Chicago presentation on Attendee Journey
Exhibitor FastTrack Chicago presentation on Attendee Journey
Exhibitor FastTrack Chicago presentation on Attendee Journey
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Exhibitor FastTrack Chicago presentation on Attendee Journey

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Exhibitor FastTrack Chicago - this is the presentation on Attendee Journey

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Exhibitor FastTrack Chicago presentation on Attendee Journey

  1. 1. Welcome ! CTSM candidates should fill out online an affidavit for non- CTSM sessions and a quiz for CTSM sessions. ! Turn in your speaker evaluation after each session as you leave the room. ! Cell phones should be turned on vibrate or silenced prior to the start of each session.
  2. 2. understanding the ! Attendee Journey SESSION #W108!
  3. 3. about! Roger ! Lewis RogLewis Roger.lewis@alliancetech.com 18 years of industry experience! Pioneer of Marketing Intelligence in tradeshows, conferences and event! Part of the launch of RFID in ! our industry! Recognized by Inc. 500 and Forbes!
  4. 4. Essential Learning Components 1  What is the Attendee Journey?! 2  Why is it important?! 3  Touch points ! 4  Event Touch points that Make Up the Attendee Journey! 5  Benefits Associated with the Attendee Journey! 6  How Understanding the Attendee Journey Can Help You Increase Sales! 7  Other Key Metrics! 8  Leads vs Attendee Journey! 9  Incorporating the Attendee Journey in your next event!
  5. 5. What is the Attendee Journey? 1
  6. 6. What is the Attendee Journey?! Keynote Registration ! check-in / badging Help Desk Session Exhibit Floor Booth Product Demo Break-out! Session
  7. 7. Why is it important? 2
  8. 8. Web analytics!
  9. 9. Attendee “Touch points” 3
  10. 10. Event touch points that make ! up the Attendee Journey 4
  11. 11. Sessions! Keynotes ! Break-out! Labs!
  12. 12. Session Feedback!
  13. 13. Exhibit Floor!
  14. 14. Booth & Product Visits!
  15. 15. Lead!
  16. 16. Social!
  17. 17. Benefits Associated with the ! the Attendee Journey 5
  18. 18. 1.- Understand What’s Important
  19. 19. Social!
  20. 20. 2.- Enhance Your Event Performance 1.- Understand What’s Important
  21. 21. Better Content ! Speakers! Venue / Location ! Products / demos! Enhance
  22. 22. Data Visualization Example!
  23. 23. Video!
  24. 24. 2.- Enhance Your Event Performance 1.- Understand What’s Important 3.- Increase Your Revenue
  25. 25. How Understanding the Attendee Journey Can ! Help You Increase Sales 6
  26. 26. Visual mapping!
  27. 27. Attendee Journey Report!
  28. 28. Smart analysis!
  29. 29. What can we learn from Paco Underhill?!
  30. 30. Know your audience!
  31. 31. Increase event performance and ROI!
  32. 32. Increase Revenue! Visit + Duration = $$$
  33. 33. Predic(ve!Modeling! Ini$al'analysis'iden$fies'variables'predic$ve'of'actual'purchases' Factors' Total' Purchased' from' Philips' Purchased' from' Compe$tor' Plan'to'Buy' from' Philips' No' Purchase' Plans' Average!Time!Spent!in! Exhibit! (RFID!data)! 45!mins.! 57!mins.! 40!mins.! 53!mins.! 36!mins.! Received!FollowIUp!From! Philips! (Sales!Conversion!Survey)! 41%! 68%! 60%! 78%! n/a! High!Purchase!Intent!for! Philips!Products/Solu(ons! (InIbooth!Exit!Survey)! 32%! 58%! 32%! 60%! 19%! Philips!Lead! (Lead!Data)! 49%! 74%! 60%! 70%! 51%!
  34. 34. Understanding buying decisions!
  35. 35. Product performance!
  36. 36. Other Key Metrics 7
  37. 37. Lead!Profile! 40! Purchase'Timeframe' 26%!of!qualified!leads!are!planning!to!purchase! within!6!months,!and!almost!half!(46%)!within! 12!months.!!Both!customers!and!prospects! have!purchase!plans.!!! ' Buying'Plans'Budgeted?' About!1!in!4!have!budget!for!their!planned! purchases.!Immediate!followIup!for!leads!is! essen(al.! ' Buying'Role' Both!customers!and!prospects!have!purchase! influence.! ! The!leads!at!each!of!the!9!events!had! purchasing!plans!and!buying!influence! comparable!to!this!summary!table.! Purchase' Timeframe' Total' Customers' Prospects' Immediate! 8%! 10%! 5%! 1!to!6! months! 18%! 20%! 15%! 7!to!12! Months! 20%! 20%! 25%! >!12!Months! 26%! 30%! 20%! No!Answer! 28%! 20%! 35%! Buying'Role' Total' Customers' Prospects' Final!Say! 30%! 30%! 30%! Specify! 27%! 30%! 25%! Recommend! 33%! 30%! 35%! No!Role! 10%! 10%! 10%! Budgeted?' Tota l' Customers' Prospects' Yes! 26%! 30%! 22%!
  38. 38. 41! Know!your! lead!quality….! A'Leads' 11%' B'Leads' 15%' C'Leads' 27%' Unqualifi ed'21%' Not' Rated' 26%' Quality of Inquiries!
  39. 39. Exis(ng!vs.!New!Opportuni(es! 42! Current' Customer' 55%' Prospect' 35%' Neither' 10%'
  40. 40. 43! $311' $645' $0' $200' $400' $600' $800' $1,000' Cost'per'Inquiry' Cost'per'Qualified'Lead' Understand!Cost!per!Lead! Range:!!!!$70!I!$875!!!!!!!!!!!!!!!$104!I!$1,400! Cost per Inquiry/Cost per Lead!
  41. 41. Booth visits by day!
  42. 42. 0 1000 2000 3000 4000 5000 Attendees 5000 Visitors 3234 Buyers 939 Leads 323 Nuture 82 Likely Buy 27 Performance by type!
  43. 43. Executive report card! SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRAD E Value CLIENT MEETINGS Product-Level Meetings Executive-Level Meetings N/A 8 0 10 2 12 1 B $ BRAND Brand Awareness Press Briefings Speaking / Keynotes N/A 125 30 2 / 0 125 30 2 / 0 155 35 2 / 0 A- $ BUDGET Exhibition Spend Public Relations Spend Promotional Spend Staffing $100K $50K $40K $155K $25K $25K $125K $75K $40K $150K $100K $50K C $ OPPORTUNITIES Lead Retrieval RFID Attendee Analytics Revenue Opportunities N/A 250 50 100 1000 60 110 900 55 145 B- $ EVENT: ____________________ DATE: __ / __ /____ OWNER: _________________ GREEN = Exceeded Goal BLACK = Met Goal RED = Missed Goal
  44. 44. What should your ROI be?! Investment Return
  45. 45. Leads vs Attendee Journey 8
  46. 46. Contact information! Product interest! Buyer demographics! Buying timeframe! Decision making power! What ! do we ! know from ! a lead?
  47. 47. Lead capture floor chart!
  48. 48. What do we know from the Attendee Journey?! Keynote Registration ! check-in / badging Help Desk Session Exhibit Floor Booth Product Demo Break-out! Session
  49. 49. Contact Information! Product interest!   Level of interest ! Buyer demographics! Decision making power! Timeframe to buy! What ! do we ! know from ! a Visit?
  50. 50. Incorporating the Attendee Journey in Your Next Event 9
  51. 51. Exhibit Floor and Product areas! Video! Surveys! RFID!
  52. 52. Journey Tracking Solutions!
  53. 53. Attendance Floor mats!
  54. 54. Leads solutions!
  55. 55. Feedback!
  56. 56. BLE!
  57. 57. Feedback Leads & ! Booth Visits Sessions &! Keynotes Expo ! Hall
  58. 58. Summary Attendee Journey Recap! Attendee interests, behavior and preferences are the #1 indicator of purchase intent! Increase ROI and Revenue!
  59. 59. RogLewis Roger.lewis@alliancetech.com Roger Lewis Questions?
  60. 60. RogLewis Roger.lewis@alliancetech.com Roger Lewis Thank You

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