Measuring the success of your event

Rob Murdoch was a guest on the Event Industry News podcast recently.

He talked about 

  • Our work at over 1000 events with brands and agencies
  • How stand holders can evaluate their performance at events
  • How we measure engagement levels of activations, stands, and events
  • How to decide if you should return to an event or exhibition
  • How do you know if you've got the right stands and layout at your event or exhbition?

and more.  It's well worth listening to for any event professionals, marketing mangers, and conference organisers. 

 

More signs of the growth of experiential retail

The news that House of Fraser is to close more than half of its UK stores was a surprise to some, and obviously very unwelcome for their staff. But it is just one more example of the changing face of retail.  There’s the well established trend towards online sales but we’re also seeing the rising importance of experience and experiential retail.

John Lewis are changing their stores to improve customer experience.  Gucci have taken it to the next level with a paid-for experience in a 14th century palazzo in Florence. The House of Vans designed by skaters for skaters is a fantastic example of a brand building a long-term relationship with its customers. 

Buying decisions have always been complicated but behaviour has changed so that now people are looking for one of two things - either a quick and easy online purchase, or the chance to engage with a brand, browse products, and build a relationship with them.

Activations are common and increasingly important to brands. Particularly drinks brands, food companies, sports wear retailers, car manufacturers but the list is growing, as is the range of opportunities. We’ve worked with a wide range of agencies and companies to help them to evaluate their activations at events, exhibitions, festivals, shopping centres and on the streets.

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Interestingly Amazon, an online-only retailer recognise the value of a physical presence and customer experience;  their Treasure Truck has been out and about across the UK. 

To be successful retailers need to change with the times. As always careful measurement and evaluation of marketing activities is vital.  We love helping companies to stop guessing and start measuring.  Please get in touch to find out how we can help you.

 

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.

Find us:

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LinkedIn

Facebook

 

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.