The Bedrock of Exhibition Income & Engagement

Information is the bridge between the place you’re and the place you’d wish to be. It might probably enable you to handle stakeholder calls for, guarantee seamless logistics, and navigate surprising challenges. 

After we talked to organizers such as you about what’s holding them again, this is what we realized.

Core Challenges Organizers Face with Information

Let’s take a look at the widespread challenges organizers face in relation to information:

There’s an excessive amount of information – it is unclear what information issues: With the overwhelming quantity of information accessible, it turns into tough to determine which information factors are most related to occasion success.
Missing the experience to investigate information and switch it into actionable insights: With out the mandatory expertise to interpret information, precious info stays unused, hindering potential enhancements.
Considerations about complying with information privateness legal guidelines: Navigating the complexities of information privateness laws, similar to GDPR, may be daunting and worrisome.
Collected information assortment is not at all times correct or full: Incomplete or inaccurate information results in unreliable insights, making it difficult to make knowledgeable choices.

Let’s break down these information hurdles and discover good options that may enable you to take advantage of your occasion information.

Deciding What Information Issues

What information issues depends upon your core aims. This implies figuring out the particular objectives you’ve got on your occasion and specializing in the information that may enable you to obtain these objectives. 

Throughout a latest panel dialogue with occasion tech consultants, Godefroy des Francs, Swapcard’s CPO & Cofounder, emphasised, “The secret is to concentrate on what’s most vital on your occasion and use the correct instruments to rework information into revenue-driving actions.”

Whereas objectives differ for every occasion, we are able to determine three core aims constant throughout most exhibitions:

Elevated Attendee Engagement
Boosting Exhibitor ROI & Satisfaction
Optimizing Future Occasions

Elevated Attendee Engagement

To drive greater visitors (each onsite and on-line) and foster interplay with exhibitors and networking actions, personalization ought to be your key focus. Begin by using information on attendee preferences, gathered throughout registration, to create tailor-made occasion journeys. By recommending periods, cubicles, and networking alternatives that align with every attendee’s pursuits, you may considerably improve their general occasion expertise.

One other efficient technique is to leverage location information for sales space and session ideas. Through the use of real-time location information, you may information attendees to close by cubicles and periods that match their pursuits, thereby enhancing their general occasion expertise.

To additional increase person engagement, encourage attendees to obtain and discover the occasion app earlier than the occasion begins. Swapcard’s evaluation of previous occasions has proven a powerful correlation between occasion app activation and person engagement. Occasion organizers that elevated their app activation fee by 10% noticed a corresponding 7% improve in person engagement.

There are a number of methods to extend app activation. One method is to make the occasion app obligatory for check-in. One other efficient methodology is to focus on unique functionalities such because the venue map or exhibitor market which can be solely accessible via the app.

Harness these methods to not solely drive attendee interplay and satisfaction but additionally to optimize general occasion expertise, making certain each participant finds worth and engagement tailor-made to their pursuits and preferences.

Boosting Exhibitor ROI & Satisfaction

To boost exhibitor ROI and satisfaction, it’s good to know the way leads movement through the occasion lifecycle and the occasion actions that flip attendees into leads. 

With this info, you will get extra exact in your communication together with your exhibitors, and transparently share data-backed info that may get them (and also you) the outcomes that matter.

A soon-to-be-released Swapcard examine of over 300 commerce reveals and conferences discovered that 39% of whole actions are generated pre-event. Curiously, 14% are generated post-event, a vital interval usually uncared for by organizers and consequently, exhibitors.

We additionally discovered three attendee actions that deserve a particular point out: 

Solely 27% of the leads generated got here from on-site badge scans
Whereas a whopping 57% from on-line sales space visits or exhibitor/product bookmarks
The remaining attendee actions—connection/assembly requests, advert clicks, visits to an exhibitor or product sales space, and registering or watching a sponsored session—generated solely 16% of the leads. 

You possibly can leverage this information to emphasise the significance of pre-event and post-event engagement within the group and market, and supply coaching and assets to exhibitors. You can not go mistaken with know-before-you-go periods or instructional webinars on your exhibitors. 

Moreover, you may promote onsite badge scans as a main methodology of lead assortment and encourage on-line sales space visits and bookmarks via focused attendee interactions. 

By concentrating on these high-impact actions and educating exhibitors on their significance, you may considerably improve the variety of leads generated for exhibitors at your occasion. 

Optimizing Future Occasions

Optimizing occasions via information ensures every version is best than the final, holding your group on the forefront of the trade and constantly assembly attendee and exhibitor expectations. Leveraging information performs a vital position on this course of. 

For instance, if you wish to know what the sales space structure ought to be at your subsequent occasion, you should use information from geolocation instruments, interactive maps, sales space scans, and warmth mapping know-how to determine high-traffic areas and potential bottlenecks. This info lets you optimize sales space structure and movement in future occasions. 

For future commerce present occasions, information on session attendance, suggestions scores, and engagement ranges can be utilized to refine session matters. Networking information, similar to connection requests and assembly success charges, can improve networking alternatives. Moreover, analyzing advertising and marketing metrics like e mail open charges and social media engagement may help tailor future advertising and marketing efforts, making certain steady enchancment and better attendee and exhibitor satisfaction.

Guaranteeing Dependable and Full Information

Now that you’re clear on what information issues on your objectives, the following step is capturing this information precisely and fully. Dependable and complete information are important for making knowledgeable choices and driving occasion success.

Choosing the proper occasion administration platform and repair suppliers is essential. Whereas it is perhaps tempting to stay with acquainted choices or budget-friendly options, particularly throughout price range cuts, the prices of coping with inaccurate information far outweigh the financial savings.

To make sure dependable and full information, search for an occasion platform that facilitates seamless information assortment, integrates easily together with your most well-liked instruments, provides real-time information evaluation, and supplies easy-to-read dashboards and shareable reviews.

Extracting Actionable Insights from Information

Deciphering uncooked occasion information and remodeling it into actionable insights is usually a daunting activity. Remodel advanced uncooked information into actionable insights with these three :

Select a Unified and Intuitive Information Dashboard: Guarantee seamless integration of your most well-liked instruments together with your occasion platform for streamlined information entry. Go for a user-friendly interface (easy-to-read dashboard, downloadable reviews, and so forth) for simplified evaluation.
Go for an Occasion Associate: Greater than an occasion platform, select an occasion accomplice that may help you at each stage of the occasion course of, together with onsite help for real-time information evaluation and changes on your occasion crew and exhibitors.
Intention for a Holistic Information Strategy: Complement quantitive enter with qualitative notes by implementing post-event surveys. Collect suggestions from attendees, exhibitors, and sponsors and analyze responses to grasp satisfaction ranges, determine ache factors, and uncover alternatives for enchancment.

Complying with Information Privateness Rules

In our quest to drive income and engagement with information, it’s essential to handle information privateness head-on. Guaranteeing compliance with information safety legal guidelines like GDPR is non-negotiable when attendees register for occasions and obtain your occasion apps. To attain this, prioritize transparency and readability. This implies clearly speaking to your attendees:

What private information will probably be collected
How will probably be saved and used
What they may get in alternate

Whereas a lot dialogue surrounds the primary two factors, with ample documentation accessible from the instruments you utilize to make sure compliance with native laws, it’s the third level that usually will get missed.

Specializing in what attendees will obtain in alternate for his or her information is vital. By highlighting the tangible advantages they’ll acquire—similar to customized occasion experiences, related session suggestions, and enhanced networking alternatives—you may foster belief and encourage information sharing. 

Closing Ideas

Choosing the proper occasion administration platform and adopting a data-driven method are crucial steps towards reaching greater attendee engagement, rising exhibitor ROI, and optimizing future occasions.

Uncover how one can run data-driven occasions and speed up your enterprise progress with Swapcard.