Introducing Exposure Analytics

Forge SP is no more and we are now known as Exposure Analytics.  Many of our clients are already familiar with the name, as it is our flagship service and used around the world by event organisers, experiential agencies and many major brands.

Our company has undergone big changes since we first set up four years ago. Then, as Forge SP, we offered a range of services to events and festivals.  Now we are concentrating on what our clients really want - useful, reliable data that can be used to analyse exhibitions, events, activations, and more.  In an increasingly digital world, where marketing managers are able to measure likes, clicks, shares, time spent on websites, email open rates, and so much more, we help bridge the gap at  physical events. Our digital analytics provide footfall data, movement flows around a stand, event, or festival, as well as dwell time and engagement rates for your activity.  

You’re looking to get people’s attention and capture their interest, we can tell you how well you did.

Exposure Analytics perfectly sums up what we do, so we felt it was only right that the company name reflected this. As we head towards our 1000th event, we want to be clear about what we offer and how we can help.

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Of course, we’ll still be offering the same great service, attention to detail, and the all-important data our clients love.  With the recent roll out of our 4G sensors and adding weather data to our platform we can help more clients than ever to evaluate their work, wherever it is happening, and even tell you the impact of the weather.  So far this year, we’ve been all around Europe, UAE and in North America at conferences, exhibitions, motor shows, shopping centres, and out on the streets.  Marketing is changing rapidly, budgets for experiential activity are increasing, and we love being part of this evolving world.

These are exciting times for us, our website already shows our new name and our social media accounts and email addresses have changed to keep everything simple.  We’d love to hear from you if you want to work with us.

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How does the weather impact events?

We all know that  the weather can have a huge impact on plans and the success of activities. That's why we've introduced weather information to our analytics platform.  This makes it much easier for clients to compare events year on year, or day by day.

It make sense that an outdoor event will be quieter in torrential rain than on a warm summer's day, but capturing the weather information along side footfall and engagement rates will make it easier to analyse just what impact the weather has, and help explain fluctuations in visitor numbers.

We already enable event and conference organisers, as well as brands and agencies who deliver experiential activity to measure accurate footfall, flow, dwell times and engagement rates, as well as sentiment of those looking at a stand or activation. 

Unfortunately we can't do anything to improve the weather, but we can make sure it doesn't affect the evaluation of activations.

The weather data for the past three years has also been added to the platform so existing clients can compare this year's events with previous years. 

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Another great Super Bowl for brands - will they be measuring the return on experience?

The scale of the advertising and marketing activity around the Super Bowl has long been on another level compared with any other event and Super Bowl LII was no different. Advertising slots during the game cost a reported $5million and brands have been activating for up to two weeks in the host city of Minnesota.  

There’s always some fantastic, creative ideas on show and often a little bit of controversy too.

Here’s just some of the campaigns that caught my eye this year:

1. Nickelodeon linking up with the NFL’s Play 60 campaign.

2500 children had the chance to roam around sponsored booths at the Super Bowl experience, ‘slime’ some famous sporting volunteers and enjoy YouTube sensation Jojo Siwa live in concert. It was one of the biggest activations at the Super Bowl experience, certainly the biggest children’s brand. The NFL tie-up also gave the organisation a great opportunity to appeal to their prospective players, when child participation is falling amid concerns around head injuries.

2. Built Ford Tough sleigh ride

Ford took advantage of the Super Bowl’s northerly home this year by offering free sleigh rides behind a range of their trucks through the streets of downtown Minneapolis. Add to that was the attraction of the appearance of a range of footballing legends and chances to win season passes for fans’ favourite teams.

 Build Ford Tough sleigh ride in Minnesota. Image from the Ford Media Centre

Build Ford Tough sleigh ride in Minnesota. Image from the Ford Media Centre

3. Hyundai’s Hope on Wheels

Hyundai chose to focus their advertising and experiential activities on their charitable arm – ‘Hope on Wheels’ which supports the treatment and research into childhood cancer. Hyundai transformed metal detectors into “hope detectors,” which flashed a red heart when Hyundai owners (identified by their branded car keys) passed through the detectors. They were then pulled aside and shown a version of the brand’s new Super Bowl spot in private, followed by an emotional surprise meeting with some people helped by the car firms’ charity. Watch it unfold on the NFL site. 

Three very different activities with different audiences, but now that they’re over, there’s one thing all brands and agencies will be looking at - what was the impact?  Long term goals must surely be more customers and increased loyalty from existing customers and that can only be measured over time.

But as budgets for experiential activity increase calculating the return on experience becomes more and more important. Social media activity is a huge factor; reach and engagement across the key channels is an important measure of whether an activation has resonated.  

For immediate analysis, we capture data to show how many people saw an activity, how many stopped to engage, how long for, and now with our facial recognition system we can monitor their sentiment too. We work with brands and agencies on a range of sporting events including football (the English kind), tennis, and motorsports, helping them to evaluate if their expenditure is making an impact and if there are ways to improve results. 

Millions of dollars have been spent in the last two weeks trying to catch the eye of Super Bowl fans, we’d love to know who was the champion of engagement in Minnesota.

The rise and rise of experiential marketing

What an amazing year 2017 has been for us and the experiential industry. We’re delighted that brands have really started to see the importance and value of measuring experiential activity. Experiential marketing spend continues to grow as a proportion of overall budgets and we expect that trend to continue in 2018. We’re looking forward to working with more and more people to evaluate their activity and to help them calculate return on experience. 

Two major launches have really improved the service we can offer to brands and experiential agencies. Our Aperture system means that as well as monitoring footfall, engagement levels of passers-by and dwell time; we can now evaluate the demographics and sentiment of those who do engage.  With the introduction of our 4G battery sensors, Exposure Analytics is now available, any time, anywhere - no need for power or internet. 

In total we’ve helped clients to analyse 330 events this year, nearly one a day with a the last one just finishing. One of the biggest events we worked on this year, particularly in terms of the size of the area covered, was the Goodwood Festival of Speed, providing site-wide analytics for organisers and sponsors.

Continuing the racing theme we’ve also been measuring at the British Superbikes Championship around the country, as well as England football home internationals, and the ATP Tour finals.  Our work with the majority of major motor manufacturers continues and we attended motor shows in Geneva, Frankfurt, Los Angeles and New York. 

Once again Event Tech Live was a highlight of the year, we had a fantastic day showcasing Aperture, meeting old friends and making new connections. Whilst we were disappointed not to win an award, the Event Tech Awards was a fun evening. We’re already looking forward to 2018’s event and award ceremony. 

We hope you’ve had a successful 2017 too and are looking forward to 2018.

Time to Stop Guessing and Start Measuring. 

What are your resolutions for 2018?  If you work in marketing, events, exhibitions or for an agency, you know measuring and evaluating is vital.  You want to get the most return for your spend so the right data is going to be crucial.  We’d love to help you do that, so why not resolve to get in touch and see how we can support you?  

 

Our recent video explains how we work and what we can analyse 

For us, 2018 promises to be another exciting year.  Over the coming months we’ll be further developing the Exposure Analytics platform so that it’s constantly improving and evolving, meaning we can provide more services and data to clients. 

We’re already starting to get booked up for next year, including a health conference in Dubai in January.  We’re also talking to vaping brands, a global retail chain and a US ferry company. We already work with a number of resellers and are looking for more around the world to help us to meet demand.

Our team is growing too, earlier in 2017 we were joined by Matt, and from January Robin will be starting as a hardware support engineer.

We’ve been working on events, exhibitions, festivals and more for the last few years, but we’re expecting to work on more evaluation for experiential retail in 2018.  Digital retailers are getting involved in experiential retail

Companies such as Birchbox and even Amazon are investing in a physical presence. Nike are changing their strategy and working closely with just 40 retailers that are prepared to have unique and dedicated Nike spaces within their store environments.

We love the creativity and innovation in the experiential industry, there’s been some fantastic examples this year. We’re sure 2018 will continue the trend of fabulous ideas, creative experiences, and even more emphasis on evaluating the impact. We look forward to working with more and more retailers, brands and agencies to help them prove their ideas are generating results.

Stop Guessing Start Measuring

What a fantastic day we had at Event Tech Live, we barely had a moment when we weren’t incredibly busy on our stand! It is always good to catch up with familiar faces and meet new event professionals. 

Thanks to all of you who entered our draw for an Apple Watch, the winner was Ben Cole of Inspired. the guesses we had ranged from 100 to 5000. The correct total was 623, showing just how important it is to measure rather than guess.

As we suspected everyone was very curious about our new Aperture technology, and attendees were fascinated by our system’s ability to tell gender, sentiment and age bracket of those who engaged with our stand.

Our new video which explains Exposure Analytics was also popular

 

Since Event Tech Live we’ve been following up, taking calls, and replying to all your queries, and issuing quotes, so thank you to everyone who has been in touch. 

We’ve also been out and about measuring for clients. We’ve worked at the ATP Tour Finals, covered both England games for one of the sponsors - I think analysing the data was more exciting than watching the games!  Further afield our technology was in action at the ADIPEC helping one of the participants to evaluate their involvement. 

If you want to stop guessing and start measuring, please get in touch to find out more about how we can help.