Game Your Way to 400% Higher Tradeshow Traffic and Lower Costs

Game your way to 400% more traffic

and lower costs

Who is this guy?

• Michael Leis• VP, Strategic Services @ Emerge Digital• Work with agencies and brands• Emerging media• Design to database• Widgets, SN apps, Websites• Common Engine thinking for every

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What is he talking about?

• Games• Why they work• A few examples• Secret weapons• Strategy

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Game your way to 400% more traffic

and lower costs

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Yes

What, Really?

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Yes

With games?

What everyone wants

• More trade show traffic• More qualified leads• More educated leads• Less man-hours on follow-up

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The fancy solution?

• A game• A custom database

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attendeeseducational game at show

prizes

database

sales team $

Big party

High fives

embarrassingbehavior

$ next show

Why games?

• Everyone loves games– $2.25 billion a year– 200 million people

• 48.3% men• 51.7% women

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Why games?

• Games teach effectively– Create the “Flow State”– found in video games, sports

• In the zone– Alpha waves lock-in attention, retention

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Flow state at my house

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Games make

everyone feel like a

winner

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What’s the one thing missing from most tradeshows?

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• Fun.

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Games Vs. Koozies

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Games Koozies

Why Kiosks?

• Screens immediately attract attention

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Why Kiosks?

• Touch screens even more inviting

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First: a little learning

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What do you remember?

• Now, gameplayers have 2 motivators– Gift Card– Proving how smart they are

• Ready to play!

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The results?

• Over 5 shows

• At least 400% more traffic

• 400% more leads

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Extreme Surf Challenge

• Challenge: Low traffic for a pharmaceutical company at this congress for osteopathic surgeons. The primary exhibitors are device companies.

• Solution: Create a towering San Diego Extreme Surf Challenge. Compete by answering product questions and wrap in trivia about famous sports injuries to appeal to this audience of surgeons

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Extreme Surf Results

• Data: 500% increase in 2006 and 100% increase over 2006 leads in 2007!

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Wells Fargo

• Challenge: To create a multi-user experience that could keep up with the crowds while reinforcing Wells Fargo’s Stagecoach Priority key marketing message.

• Solution: Create a Roulette Style Challenge. Using a 61” plasma as the game board, attendees at one of eight stations answer questions about Stagecoach Priority to place their bets. 30

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Result: focused leads

• Old:– Reps saying the same opening salvo

3,864,000 times– Build repertoire and understand visitor’s

needs– Post-show: compare notes with data?

• Maybe?

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Result: focused leads

• With Games and database:– Visitor already has opening conversation with

kiosk game– Game results print on receipt

• You instantly know what they know, don’t– All game (test) results linked to visitor’s

contact info.

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Cost-saving secret weapon

• Your own database and scanning• For less than “leasing”

– Data you need to make decisions– Streamlined for your organization

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How you usually see data

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Now built for YOU

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Save on Manpower

• Sales can start conversation where appropriate– Not at the beginning every time

• Identify “temperature” of leads faster• Follow-up without data conversion lag time

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Use games for complete cycle

• It’s in Flash– Kiosks– Web– Widgets

• Games are a marketable product

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The New promotional cycle

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Game

Tradeshow

database

Email Email SalesFollow-up

With games,email is actionable

• Does anyone remember a booth number?• Replace “remember us” with “play now

and win”• Send your score to a friend/colleague

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Remember booth #824

Play now and win

Games go viral

• At every stage in the Tradeshow promotion– Pre-show

• Compare your score with friends to warm-up for the show

– At the show• Play for prizes

– After the show• Share your score (and game) with colleagues

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It all comes back to you

• Your custom database now tells you– Who forwarded (engaged in), clicked the

game most– What they know about your product– Their contact information

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Start more fun now

• What games did you like as a kid?• Tell a digital agency• Start saving with greater engagement and

ROI• Prepare for too much fun

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Thank you!

• Michael Leis– VP, Strategic Services– Emerge Digital

• EmergeDgtl.com

• Blog– NewMediaBuzz.com

– @mleis

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