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
audience2
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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