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understanding the !
Attendee Journey
SESSION #W108!
about!
Roger !Lewis RogLewis
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 !
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!
What is the Attendee Journey? 1
What is the Attendee Journey? !
Keynote
Registration !check-in / badging
Help Desk
Session
Exhibit Floor
Booth
Product Demo
Break-out!Session
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.- UnderstandWhat’s Important
Social!
2.- Enhance YourEvent Performance
1.- UnderstandWhat’s Important
Better Content !
Speakers!
Venue / Location !
Products / demos!
Enhance
Data Visualization Example!
Video!
2.- Enhance YourEvent Performance
1.- UnderstandWhat’s Important
3.- Increase YourRevenue
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$ve'of'actual'purchases'
Factors' Total'
Purchased'from'Philips'
Purchased'from'
Compe$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%!
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%)!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?'Total' Customers' Prospects'
Yes! 26%! 30%! 22%!
41!
Know!your!lead!quality….!
A'Leads'11%'
B'Leads'15%'
C'Leads'27%'
Unqualified'21%'
Not'Rated'26%'
Quality of Inquiries !
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!
Range:!!!!$70!I!$875!!!!!!!!!!!!!!!$104!I!$1,400!
Cost per Inquiry/Cost per Lead !
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 type!
Executive report card!
SUCCESS FACTORS MODEL AVG. GOAL ACTUAL GRADE 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
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 from !a lead?
Lead capture floor chart !
What do we know from the Attendee Journey?!
Keynote
Registration !check-in / badging
Help Desk
Session
Exhibit Floor
Booth
Product Demo
Break-out!Session
Contact Information!
Product interest!
Level of interest !
Buyer demographics!
Decision making power!
Timeframe to buy!
What !do we !know from !a Visit?
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 !
Increase ROI and Revenue!
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