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.

The vital data some automotive marketing managers are missing

Marketing budgets aren’t limitless and calculating return on investment is a key part of any marketing strategy.  We’re all used to great digital analytics when we run online campaigns, but what about physical events. In the past there has been a real gap in accurate reporting figures for motor shows, activations and event sponsorship.  Despite the millions of pounds spent by automotive brands on these activities each year, much of the evaluation has relied on anecdotal feedback.

We’re now working with many of the major car companies, and the list is growing all the time. We help them to evaluate their off-line marketing activities.  One of the main reasons they use us is the quality of the data and the valuable insights we can provide them with.

 

Stop Guessing - Start Measuring

Exposure Analytics from Forge SP offers digital analytics for physical events.  A consistent reliable way to measure your experiential activity. 

We can help you to understand how many people visit your exhibition stands or activations, how many are tempted to engage with the stand’s features and which parts of the exhibition or activities they like best. 

Sometimes exhibitors want to know what proportion of visitors are new or returning. Exposure Analytics makes it easy to compare. 

Sometimes exhibitors want to know what proportion of visitors are new or returning. Exposure Analytics makes it easy to compare. 

Our unobtrusive sensors pick up mobile devices as people get close to your stand. We’ll capture how many of them there are, the percentage who walked past and those who stopped, how long they stayed around for and what most attracted their attention. 

We’ll work with you to analyse that data and assess the impact of your activity. As well as the raw figures, we can produce heat maps to reveal popular areas, flow charts to show how people moved around, make comparisons from one day to the next, or year on year for repeat events.  Our clients use the data we provide to make key decisions for example, which shopping centres to revisit and which to cut from their list. One motor manufacturer redesigned their stand between motor shows based on our analysis of how people interacted. 

Each colour represents a different sensor. It is easy to compare different parts of a stand for their respective popularity and engagement rates over a period of several days. 

Each colour represents a different sensor. It is easy to compare different parts of a stand for their respective popularity and engagement rates over a period of several days. 

 

Experiential Marketing is on the rise

Automotive brands aren’t alone in the move towards experiential. There has been a huge increase in the amount of marketing budget allocated to these activities recently.  One survey found that marketers expect to allocate up to 50 percent of their budgets for brand experience. Another that, while overall ad spend is dropping, there will be an estimated 11% average increase in experiential marketing budgets for 2017

Even more traditional retailers like John Lewis are changing the way they market their products. This year they hired their first-ever manager of brand experience for their new Oxford store.  

But as with all other marketing activity you need to be able to evaluate and try to calculate a return on investment.  As marketing changes so do the tools to measure and monitor. As well as the standard figures and charts we provide from Exposure Analytics we can also add more value.   By using our sensors at a shopping centre or event and in a dealership we can help you to determine what percentage of showroom visitors have seen your previous activity - (this is anonymised, we don’t know who they are, our sensors recognise the device). 

There’s also our new Aperture system which builds on Exposure to reveal not just numbers but sentiment and demographics too. Our system uses face recognition software to identify a fascinating range of information about people visiting stands. 

We use camera sensors behind a communications medium that can pick up the attention and dwell time from individual visitors. Such is the power of the system, it can tell a person’s gender and age in 96 out of 100 visitors and can even pick up their sentiment. All this of course without gathering any personally identifiable information. So you’ll know not only how many people stopped to have a closer look, but how they felt and whether they fit your target demographic. 

With ever increasing amounts being spent on experiential marketing, can you afford not to properly evaluate the return on investment?

If you’re still guessing, talk to us about how you can start measuring.  

 

We're recruiting - Network and hardware support specialist required

Who are you?

Are you in interested in the application of the Internet of Things in real-life scenarios? Do you have a strong grasp of routing, switching and networking? Do you have experience of the events industry? Are you analytical and a great problem solver?
 

What we need.

We are looking for a networking and hardware support specialist to join our established and rapidly-growing startup, providing analytics for events and retail locations. We're looking for someone who can support, maintain and develop our existing smart technology portfolio, such as facial recognition cameras and WiFi traffic detection sensors.
 

What you will be doing?

Key tasks will be:
-Management and maintenance of hardware inventory
-Monitor the health of deployed devices and respond to event alarms
-Remotely assist device installers at events with networking issues
-Provide occasional assistance on-site at events (e.g. help with sensor installation)
-Work alongside our development team to help develop existing hardware and integrate new hardware
-Ongoing research into emerging technologies that could be useful to the business

Skills and Experience needed:

-Demonstrable hands on network experience
-Strong grasp of TCP/IP, routing, switching, cabling and internet protocols
-Experience in Linux / Unix
-Proficiency in bash scripting
-Good customer service skills
-Flexibility to occasionally work on-site at events (may include weekends and international travel)
-A team player with a great sense of humour
-Willingness to learn and develop your skill set

It's desirable if you have:
-Experience of the events industry
-Experience of embedded hardware
-CCNA, CWNA or equivalent qualification
-Understanding and experience of Ansible, Docker
-Experience of OpenWRT
-An understanding of wireless networking (802.11 / RF)
 

We are offering.

A competitive salary based on experience. You will be given a MacBook Pro and an iPhone 7 upon starting. 
Most of all, 'company fit' is a big thing for us - the ideal candidate will be able to speak passionately about new technologies, have their own ideas and be happy to head up their own projects. You will be based in Portsmouth and we like to make the most of the city we live and work in, often deciding to work in various coffee shops and bars as and when the need arises! Have a dog and need to work from home occasionally? Absolutely fine! We aim to give a great work life balance when we can in return for those extra hours you may have to put in occasionally. 

Sound good to you?

Email sales@forgesp.com, attach an up to date CV, and covering letter telling us why you think this is the job for you. 

 

Rob talks analytics and bubbles on Events Uncovered TV

Silvia from Events Uncovered interviews our commercial director Rob Murdoch. 

Brilliant interview with Rob Murdoch! Forge Special Projects was formed in 2014 by Rob Murdoch and Jeremy Rollinson. To get in touch with Rob, go to rob.murdoch@forgesp.com Please SUBSCRIBE TO MY YOUTUBE CHANNEL! Thank you!! Silvia

Make sure you check out all the other interviews at EventsUncovered.tv.

Analysing Experiential Campaigns with Exposure:EX

Have you been asked to quantify the performance of your experiential campaigns? Provide detailed audience metrics, conversion and ROI?

It's no easy task and it gets harder all the time. Comparisons are inevitably drawn with the sophisticated tools for measuring digital campaigns, meanwhile, you're stuck with footfall data from the venue that nobody believes and a vaguely accurate count of the hot dogs or cups of tea you gave away.

It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.
— Sherlock Holmes, A Scandal in Bohemia

Exposure:EX is specifically designed to make your life easier and give you the concrete data you need. Here's a few examples of how our existing clients are using Exposure to deliver detailed reports on their experiential campaigns.


Premium Fashion Label - Perfume launch.

An experiential campaign, touring major shopping destinations throughout the UK during May 2015.

The goal? To promote the product via a popup activation, reaching as many potential customers as possible.

How did we measure this with Exposure:EX?

An EX smart sensor with 3G connection was deployed centrally on the popup itself and configured to measure passing traffic within visual range. The event staff just have to ensure the sensor is turned on each day, everything else is fully automated.

The question.....'How many unique visitors saw the activation?'

exposure_experiential_perfume_london

The answer......16,497. 

Furthermore we can see that the average length of time each visitor spent within visual range of the activation, the 'dwell time', is 3m 8s or 188 seconds. 

Using these two pieces of data we can estimate total brand exposure during that day.

V x D = X

V = Visitors, D = Dwell, X = eXposure.

16,497 x 188 = 3,101,436 seconds or 861.5 Hours.

OK, so it's unlikely that all of those visitors were looking at the activation the whole time but that's still very useful in terms of defining value.


 

We also configured an 'engaged zone' which required a visitor to be within 3m of the sensor for longer than 60 seconds.

perfume_engaged_zone

The Question......"How many unique visitors engaged with the activation?"

Answer......The report above shows 4048 visitors who were within 3m of the sensor for longer than 60 seconds and were classed as 'engaged'.

Exposure also provides a report on conversion ratio. In any campaign this is a critical metric in terms of how the activation, it's design, messaging and the brand ambassadors performed. Our clients are able to make changes to the activation and monitor how this affects performance. A tool all marketers need in order to refine their campaigns to gain maximum value.

The average conversion ratio for this day was 24.5%, an excellent performance, demonstrating to the client that all elements of the activation worked effectively to deliver on their goals.


Within 30 minutes of the activation closing all of these reports are available to authorised users via the Exposure web portal. This means you are able to deliver accurate, concrete data on campaign performance on a daily basis.

We also provide PDF download and access via API so you can import raw data into your own analytics & reporting platforms.

No more stress, no more hours spent estimating and extrapolating in a spreadsheet. More than that, Exposure:EX gives you the concrete data that allows you to refine and hone every aspect of your campaigns. Finally, you have the same tools as your digital counterparts.