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Welcome
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! Turn in your speaker evaluation after each session as you leave
the room.
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start of each session.
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understanding the !
Attendee Journey
SESSION #W108!
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about!
Roger !Lewis RogLewis
[email protected]
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 !
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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!
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What is the Attendee Journey? 1
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What is the Attendee Journey? !
Keynote
Registration !check-in / badging
Help Desk
Session
Exhibit Floor
Booth
Product Demo
Break-out!Session
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Why is it important? 2
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Attendee “Touch points” 3
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Event touch points that make !up the Attendee Journey 4
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Sessions!
Keynotes !
Break-out!
Labs!
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Session Feedback!
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Booth & Product Visits!
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Benefits Associated with the !the Attendee Journey 5
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1.- UnderstandWhat’s Important
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2.- Enhance YourEvent Performance
1.- UnderstandWhat’s Important
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Better Content !
Speakers!
Venue / Location !
Products / demos!
Enhance
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Data Visualization Example!
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2.- Enhance YourEvent Performance
1.- UnderstandWhat’s Important
3.- Increase YourRevenue
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How Understanding the Attendee Journey Can !Help You Increase Sales
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Attendee Journey Report !
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What can we learn from Paco Underhill?!
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Know your audience !
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Increase event performance and ROI !
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Increase Revenue !
Visit + Duration = $$$
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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%!
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Understanding buying decisions!
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Product performance !
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Other Key Metrics 7
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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%!
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41!
Know!your!lead!quality….!
A'Leads'11%'
B'Leads'15%'
C'Leads'27%'
Unqualified'21%'
Not'Rated'26%'
Quality of Inquiries !
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Exis(ng!vs.!New!Opportuni(es!42!
Current'Customer'
55%'Prospect'35%'
Neither'10%'
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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 !
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Booth visits by day !
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0 1000 2000 3000 4000 5000
Attendees 5000
Visitors 3234
Buyers 939
Leads 323
Nuture 82
Likely Buy 27
Performance by type!
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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
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What should your ROI be?!
Investment
Return
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Leads vs Attendee Journey 8
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Contact information!
Product interest!
Buyer demographics!
Buying timeframe!
Decision making power!
What !do we !know from !a lead?
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Lead capture floor chart !
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What do we know from the Attendee Journey?!
Keynote
Registration !check-in / badging
Help Desk
Session
Exhibit Floor
Booth
Product Demo
Break-out!Session
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Contact Information!
Product interest!
Level of interest !
Buyer demographics!
Decision making power!
Timeframe to buy!
What !do we !know from !a Visit?
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Incorporating the Attendee Journey in Your Next Event 9
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Exhibit Floor and Product areas!
Video!
Surveys!
RFID!
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Journey Tracking Solutions!
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Attendance Floor mats !
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Feedback
Leads & !Booth Visits
Sessions &!Keynotes
Expo !Hall
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Summary
Attendee Journey Recap!
Attendee interests, behavior and preferences are the #1 indicator of purchase intent !
Increase ROI and Revenue!
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RogLewis
[email protected]
Roger Lewis
Questions?
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RogLewis
[email protected]
Roger Lewis
Thank You