Shelton Fleming: Measuring the impact of experiential

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Shelton Fleming works with brands around the world that are seeking to reach a B2B audience. They produce summits, forums, roadshows, exhibition booths, customer centres, product showcases and brand activations along with film and digital content. 

 

The Challenge

Agencies want to do their best for their clients, but it is hard to measure the impact of experiential activity. When agencies produce exhibition and event stands they need to be able to assess their work and good agencies are always looking for ways to improve and enhance their services. Shelton Fleming are working to develop an internal engagement score for their projects to  share with clients to be more insightful and able to design better for the brands they support. To do that, they need accurate data from the events and exhibitions they produce work for. In the past they have used surveys and tracked the use of interactive screens as well as investigating the use of beacons to track downloads; difficult, particularly with new data protection rules.

 

The Solution

Exposure Analytics offers a passive data capture tool used by Shelton Fleming. It can show the flow of people past a stand or activity and engagement numbers - so it’s easy to see the impact. Heat maps and data analysis highlight busy times and specific locations by day and by hour. Thanks to the data captured, Shelton Fleming can provide clients with more insight and together they can start to look at the return on investment for events and exhibitions. Shelton Fleming want to build up a picture over a program of events or year on year so that they, and their clients, can decide what's worth investing in. 

 

The Data

Four Exposure Analytics sensors were used for HitachiRail at the Innotrans event in Germany.

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The technology enabled them to see how many passing visitors they engaged, which areas of the stand were the most popular, the routes taken around the stand and the dwell time for each area.  We can easily see that day two was the busiest of the four in terms of visitor numbers and engaged visitors:

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We can check whether the weather had an impact on visitor numbers. Sometimes it makes a clear difference - but not in this case.

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Multiple sensors across the stand each yielded individual visitor numbers - enabling the client to map which areas of the stand were more popular than others.

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We can see that the immersive video area numbers were low. This was because it was an experience for only one person. However, when we dig deeper into the data, making full use of everything the sensors are telling us, we can see that actually, the engaged dwell time for that area is 12-15 minutes. This means that those people who spent time in the immersive video, really did engage, reinforcing for the client that this was a good return on investment.

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The Results

For the first time, Shelton Fleming are now able to independently capture a full picture of the number of people who see and engage with their activity. The Hitachi Rail example shows that it's not just about capturing accurate data, but also being able to evaluate that data and look at the impact activity had in terms of both numbers and engagement. They are looking forward to comparing data from event to event and year by year to help guide their clients’ decision-making and better design. Added to this, Shelton Fleming is looking at producing engagement scores for clients and letting them know how their activity compared to a stand of a similar size.

Our client’s view

Teresa Crook from Shelton Fleming explains: “Using Exposure Analytics gives us insight into what we do; we’ve never really been able to get a true feel for numbers engaging with our clients’ stands before. We see it providing more value over time and we can start to improve our design solutions. The data we collect on behalf of our clients will allow us to build a benchmark engagement score.”

The Future

Shelton Fleming and their clients are already finding the data captured incredibly valuable to assess the impact of their work and believe that its value will increase over time. They can start to design more effectively, compare and contrast different events and locations, adapt layouts and activities and assess the impact any changes have. 

 

If you want to see your success please get in touch to find out how Exposure Analytics can help you.

Learning and Fine Dining - part two

Our second Learning and Fine Dining event was a huge success. Some fantastic guest speakers and an amazing meal made it a day to remember.

We heard from Adam Parry in conversation with James Dickson first, discussing how Event Tech Live uses Exposure Analytics to make the best use of their exhibition space, ensure there are no ‘bad’ locations for stands, and use the data in real time to get exhibitors rebooking.  He explained that as an organiser of a really busy event he can’t be everywhere on the day, and the data is vital to get the full picture of what’s happening. Adam showed a heat map from 2018s Event Tech Live generated by Exposure Analytics data. It revealed just how well used the space was, following significant layout changes over the five year history of the event.

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Emotional Engagement

Dr James Morgan then spoke about the importance of emotional engagement; how the way attendees feel about an experience creates positive or negative memories which can lead to behaviour change. Positive emotional experiences can prompt someone to buy a product or change their way of thinking. He went on to explain the importance of story-telling and the need for authentic stories to be built in to the design of an event or experiential activity.  

Emotional Engagement -
How attendees feel about the live experience
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Phil McCluskey talked about the work of the Prince’s Trust and how they helped him to turn his life around, including Rob’s work as his mentor.  Phil’s story was truly inspirational and Rob is passionate about the time he spends volunteering for the Prince’s Trust. If you want to find out more about their work and how you can get involved please go to www.princes-trust.org.uk or get in touch with Rob directly.

Effective Experiential

To round off the learning section Adam Sexton of 2LK and Nav Moulavi of Canon shared their knowledge and experience of effective experiential.

Andy first set out the case for effective design including:

- Competitive advantage

- C-Suite conversations around value creation

- Not procurement discussions around cost/output

- Persuasive proof points

- Insight-led filter for future decisions

- Removes subjectivity, embraces objectivity

- Collaborative spirit (Client x agency)



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2LK have won many awards in their 25 year history, most recently picking up Gold and Bronze in the Best Experience category of the Transform Europe awards for brand experience work with Canon and Intel - both supported by Exposure Analytics sensor technology. Andy talked about both of these amazing experiences. It was fascinating to hear how 2LK use the data, in conjunction with a range of other evaluation methods, to really understand how their audience is interacting with the stand. Nav went on to explain more about Canon’s results from Photokina.

After all that Michelin star standard food for thought, we moved on to Michelin star food at the Little Pollen restaurant.

Over a seven course taster menu the conversation flowed events, experiential, data, analytics, as well as holidays, whiskey, festivals, and train travel among many other things!

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We had a fantastic time, thanks so much to everyone who spoke or attended on the day. We’re looking forward to the next time we hold a learning and fine dining event. If you’d like to register your interest to attend our next event, please get in touch.   

Five steps to improving your customers’ experience with event analytics

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A 2018 survey found that the most exciting opportunity for Chief Marketing Officers is optimising their customer and brand experience (Understanding Customer Engagement by emarketer, May 2018).


A key area for developing brand experience is in the experiential space. To be able to optimise experiences you need to understand how best to measure and enhance them so that you can make data-driven decisions. Traditionally CMOs have struggled to find the right technology to evaluate experiential marketing, but there are solutions that will bridge this gap and provide digital analytics for physical events.


Here are five steps you can take to improve your customers’ experience

  1. Define Good

The first step to success is to understand what we need to measure. This is based on your brand or agency’s overall objectives. Therefore organisations assess marketing performance in these broad categories:

  • Revenue growth

  • Increase in individual sales of a product or service

  • Increase in customer lifetime value

  • Positive customer sentiment and feedback

2. Identify The Metrics That Matter


Marketers need to track the behaviours that will help them to achieve their overall goals.  These can be broken down into three broad categories.


Exposure

Customers and potential customers need to be aware of your business, your products and your services. So the first thing we need to measure is who saw your brand or who had the chance to see it?

Engagement

This is an early indication of favourability. Once your target audience is aware your business exist you want them to develop a favourable disposition towards the brand,. You want them the engage with you and to be able to measure the quantity and quality of those engagements.

Action

Once you’ve reached your audience and engaged them, you’re looking for a positive behaviour change from them towards your brand.  Depending on the nature of your business this could be registering their interest in your brand by giving you their contact details so you can correspond with them, purchasing your product or services, or becoming an advocate of your brand.

3. Map the right metrics for brand experiences

Traditionally it has been difficult for marketers to apply the same rigorous levels of evaluation outlined above to brand events. But with more and more budget being assigned to events and experiential marketing, the best CMOs and their teams are now using sensor technology to measure and improve their brand experiences.


Exposure

How many people really saw or had the chance to see your work? Don’t rely on organisers attendance figures to understand the impact of your event. Accurate footfall analysis is vital to measure the reach of your event or experiential activity. Our state-of-the-art sensors can give you real-time footfall counts.

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Engagement

Metrics for off-line engagement are as important as the online data. You need to know what the impact of your brand experience is. We can help you to measure dwell time, as well as create heat maps and flow charts so you can clearly understand how people have engaged with your activity.  Our easy-to-use dashboard gives you all this detail at a glance. Add in our Aperture cameras and you can also capture information about the demographics of your audience, and their sentiment.

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4. Use analytics to make your brand experience more relevant

Brand experiences involve a huge amount of planning, preparation and budget, so you need to make sure you are maximising your return on investment. Real-time analytics can help you to adjust things on the day or overnight during a multi-day event to achieve the best results. Flow charts and heat maps will help you to analyse how people are interacting with your work and if there are improvements that can be made. For example, if you know that dwell times aren’t what you were expecting, you have the opportunity to iterate and test how you can encourage people to spend longer with you?  You can then see from the analytics what has worked and what hasn’t. If peak visitor times are unexpected but you have a clear picture of when your busy times are from the analytics data, you can review staffing rotas to make sure you aren’t missing potential customers.


Post-event you can take a more detailed look at all of the figures and build a really accurate picture of the exposure and engagement you achieved.  Our simple to understand dashboard makes data analytics simple. The information is yours to keep so you can use it for planning your next brand experience too. In the same way that you can A/B test emails and web copy, you can compare and contrast different activation locations, or stand layouts and see what works best for ROMI.

5. Link your experience analytics data to lead generation

Marketing has long been thought of in funnels and now loops, as customer lifetime value becomes increasingly significant. The final step in optimising your brand experience is to link exposure and engagement metrics from events and experiential to lead generation and other activities so you can fully assess the ROMI. What levels of exposure and engagement do you need in order to generate the right number of leads and ultimately sales? We know that clients use our footfall count, sentiment analysis, heat maps, and flow charts, alongside leads and other event follow up analysis to get a full picture of the value of their events and how experiential activity effects feeds into lead generation.


Experiential marketing and customer experience is only going to become more important over time, can you afford not to be optimising with analytics?


To find out more about how we can help you to power experiences through insight please get in touch.

Learning and Fine Dining

Would you like to know more about measuring the success of your experiential activity, or evaluating your exhibition presence?

How about doing it in the beautiful Bafta HQ, followed by fine dining in a Michelin star restaurant?

Last year we hosted our first event and it was a fantastic day. You can see the highlights in this video

Surrounded by film history and the iconic Bafta mask we heard from Adam Parry, Editor of Event Industry News, Guy Lomas Head of Global Events for Philips, Amir Vered of eForce at Olympia London, Becci Pell from Hafele and Dr. James Morgan of Westminster University.

This year, Adam Parry and Dr James Morgan will return along with new guest speakers Andy Sexton of 2LK, Nav Moulavi of Canon, and Phil McCluskey of the Princes Trust. We’ll be looking at trends in event technology and measuring the return on marketing investment at events and experiential activity. There’s a great selfie opportunity too!

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And if that’s not enough to tempt you, once the learning is over, we move on to fine dining at a near by Michelin star restaurant and a seven course tasting menu.

We have a few spaces left if you would like to join us on Friday 5 April.

Please get in touch for more information

Live footfall counting with unrivalled accuracy

We are delighted to announce the launch of our new Apex system which will deliver precision footfall counting at events and exhibitions with 99% accuracy. Apex offers the ability to cover areas as small as one metre squared.  Clients asked us for extra detail about how their customers enter, exit and occupy an exhibition stand or activation so we’ve come up with a solution that does just that. Apex counts individual people (our existing EX sensors pick up wifi signals) so it is fantastic for accurate footfall at events where children or others without wifi enabled devices are in attendance.

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Apex uses a stereoscopic camera to measure and count people in a space.  It can be tailored to your event or exhibition space. With the cameras in place we have the ability to define specific zones within a stand or event space for detailed footfall analytics.  All of the data is fed back to our analysis platform for easy access at your event, for evaluation afterwards, and planning future events and activations.


Apex allows you to:

  • Capture detailed footfall data, with clearly defined counting perimeters

  • Physically draw the area you want to monitor - ultra-wide viewing angles cover wide passages and large areas with a single sensor

  • Understand main points of entry and exit

  • Easily see which areas were most and least popular

  • Optimise staff levels at busy times

  • Compare and contrast the success of varying stand layouts and different locations

With Apex you can draw the area that you want to monitor

With Apex you can draw the area that you want to monitor

We tested the technology ourselves at the end of last year on our own stand at Event Tech Live. The data was fascinating and allowed us to clearly see the impact of our attendance.

For more details about how the Apex system works, what it can tell you, and how it links with our other event technology to help you to power experiences through insight please get in touch.