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. 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 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 [...]
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 [...]
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! 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.