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.  

 

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.  

The Science of Experience : What's your Party Factor?

Physical and, increasingly, digital interactive content is a key part of any experiential activation. Technology use has increased and numbers of engagements are a critical metric in measuring performance.

Through analysis of the data provided by Exposure:EX we've discovered that, taken on their own, these numbers drastically underestimate the number and impact of these interactions. In other words, the 'Party Factor' means your experiential activations are WAY more successful than you think!

What is this 'Party Factor' then?

Whatever the interactive there's a 'Principle' who you count and the 'Audience' that you don't.

Our first example comes from an activation at a sports venue where fans can, through interaction with a camera and large touch screen, dress themselves in their favourite team's uniform and have the image emailed to them or posted to social media.

Throughout the game there were approximately 100 recorded completed interactions. Having installed one of our Exposure Smart Sensors behind the screens we measured engagement by distance (within 2m) and dwell time (minimum 60 seconds). Our data shows there were 923 engaged fans with an average dwell time of 3m 36s. A 'Party Factor' of 9!

The image above is taken from the Exposure portal, Engaged Visitors are classified as those people detected within 2m of the sensor for 60 seconds or longer.

In the past the agency would have reported only the hard data, the 100 recorded interactions. When you think about it, the additional impact uncovered by Exposure:EX make total sense. Who goes to a game on their own? The game itself is a shared experience, between friends, family and everyone else in the stadium. It stands to reason that the experiential interactive is the same. Anyone who's worked an activation instinctively knows that there will be one 'leader' in a group while their friends or passers by look on.


Our second example is from a large technology industry conference, a pure B2B audience. In this case the interactive allowed the visitor to customise their conference badge using a tablet computer, guided by a brand ambassador. 

The hard data from interactions showed approximately 6000 engagements, the data from Exposure:EX showed a total of 18,000 over the four days with an average dwell time of 7m 30s. A 'Party factor' of 3!

The image above is taken from the Exposure portal, engaged visitors are classified as those within 4m of the sensor for 60 seconds or longer.


As budgets for experiential grow, by 54% in the UK according to the Pearlfinders report, it becomes ever more important to accurately measure impact. Data from physical interactions is great and should definitely be used to build an overall picture but, used alone, won't truly reflect just how great a job you've done on the day. 

What's your Party Factor?

 

Experiential : What's happening at the 'Top of the Funnel'?

As more marketing $ are being invested by brands both large and small in 'Experiential' how are agencies answering questions about ROI? Experiential is about taking the brand to the consumer in a physical sense, creating experiences that improve the emotional connections, turning consumers into fans and influencers. The power of recommendation in today's crowded marketplace is at a huge premium.

Sophisticated tools and strategies have been employed to measure impact generally based around sharing on social media; the instagram photobooth, twitter hashtags, facebook checkins etc.

The tools available for measuring the digital world are widely adopted, all the major social platforms have built in analytics and 3rd party services like Topsy, Sprout, Hootsuite, Bufffer etc allow multi channel monitoring.

Those are really useful but what's happening at the 'Top of the Funnel".

How many people saw your activation?

How many chose to physically engage?

Once you have that basic data your sophisticated digital analytics can take over, enabling the agency to build a complete picture from 'first look' to 'final action & reach'.

Before deciding where to take your Experiential Activation you'll consider the basic demographics and size of the audience in that location. This is data you'll receive from the venue owner, be they a music festival or shopping destination. This data is very general, much like print and television.

You want more, you've grown to expect better. This high level data is frustratingly vague.

So how do you fill in that data gap?

Physical analytics.

Our own platform, Exposure Solo, listens for the anonymous WiFi beacons transmitted by every smartphone. This unique ID is then used to measure;

How many people saw our activation?

Exposure Solo - Experiential Analytics
Exposure Solo - Experiential Analytics

How many people chose to engage?

Exposure Solo - Experiential Analytics (1)
Exposure Solo - Experiential Analytics (1)

How long did they engage for?

Exposure Solo - Experiential Analytics (2)
Exposure Solo - Experiential Analytics (2)

Top of the Funnel data is now concrete and reliable rather than vague and anecdotal.

Best of all this is completely frictionless, our experience shows that approx 70% of people have WiFi enabled on their smartphone in outdoor environments. Once you move indoors to areas that have free WiFi then it is nearer 85%. That's a fantastic sample size, one which lends real impact to your overall analytics.

Let us know if you'd like to book an online demo.