The Bedrock of Exhibition Income & Engagement

Information is the bridge between the place you might be 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, here is what we discovered.

Core Challenges Organizers Face with Information

Let’s have a look at the widespread challenges organizers face in the case of information:

There’s an excessive amount of information – it is unclear what information issues: With the overwhelming quantity of information accessible, it turns into troublesome to establish which information factors are most related to occasion success.
Missing the experience to research information and switch it into actionable insights: With out the mandatory abilities to interpret information, precious data stays unused, hindering potential enhancements.
Considerations about complying with information privateness legal guidelines: Navigating the complexities of information privateness laws, equivalent 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 selections.

Let’s break down these information hurdles and discover sensible options that can enable you to profit from your occasion information.

Deciding What Information Issues

What information issues relies on your core targets. This implies figuring out the precise objectives you may have in your occasion and specializing in the info that can enable you to obtain these objectives. 

Throughout a current panel dialogue with occasion tech consultants, Godefroy des Francs, Swapcard’s CPO & Cofounder, emphasised, “The hot button is to deal with what’s most vital in your occasion and use the suitable instruments to remodel information into revenue-driving actions.”

Whereas objectives differ for every occasion, we will establish three core targets constant throughout most exhibitions:

Elevated Attendee Engagement
Boosting Exhibitor ROI & Satisfaction
Optimizing Future Occasions

Elevated Attendee Engagement

To drive increased 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 classes, cubicles, and networking alternatives that align with every attendee’s pursuits, you may considerably improve their total occasion expertise.

One other efficient technique is to leverage location information for sales space and session recommendations. Through the use of real-time location information, you may information attendees to close by cubicles and classes that match their pursuits, thereby enhancing their total 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 robust correlation between occasion app activation and person engagement. Occasion organizers that elevated their app activation price by 10% noticed a corresponding 7% enhance in person engagement.

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

Harness these methods to not solely drive attendee interplay and satisfaction but in addition to optimize total occasion expertise, guaranteeing each participant finds worth and engagement tailor-made to their pursuits and preferences.

Boosting Exhibitor ROI & Satisfaction

To reinforce exhibitor ROI and satisfaction, you should know the way leads move in the course of the occasion lifecycle and the occasion actions that flip attendees into leads. 

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

A soon-to-be-released Swapcard research of over 300 commerce exhibits and conferences discovered that 39% of complete actions are generated pre-event. Curiously, 14% are generated post-event, an important interval typically 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 may leverage this information to emphasise the significance of pre-event and post-event engagement within the group and market, and supply coaching and sources to exhibitors. You can’t go incorrect with know-before-you-go classes or instructional webinars in 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 by means of focused attendee interactions. 

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

Optimizing Future Occasions

Optimizing occasions by means of information ensures every version is best than the final, preserving your group on the forefront of the trade and constantly assembly attendee and exhibitor expectations. Leveraging information performs an important function on this course of. 

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

For future commerce present occasions, information on session attendance, suggestions scores, and engagement ranges can be utilized to refine session subjects. Networking information, equivalent to connection requests and assembly success charges, can improve networking alternatives. Moreover, analyzing advertising metrics like electronic mail open charges and social media engagement can assist tailor future advertising efforts, guaranteeing steady enchancment and larger attendee and exhibitor satisfaction.

Making certain Dependable and Full Information

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

Selecting the best occasion administration platform and repair suppliers is essential. Whereas it is likely to be 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 along with your most popular instruments, gives real-time information evaluation, and offers easy-to-read dashboards and shareable stories.

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 popular instruments along with your occasion platform for streamlined information entry. Go for a user-friendly interface (easy-to-read dashboard, downloadable stories, and many others) for simplified evaluation.
Go for an Occasion Associate: Greater than an occasion platform, select an occasion associate that can assist you at each stage of the occasion course of, together with onsite assist for real-time information evaluation and changes in your occasion staff 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, establish 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. Making certain compliance with information safety legal guidelines like GDPR is non-negotiable when attendees register for occasions and obtain your occasion apps. To realize this, prioritize transparency and readability. This implies clearly speaking to your attendees:

What private information might be collected
How it will likely be saved and used
What they’ll 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 essential. By highlighting the tangible advantages they’ll acquire—equivalent to customized occasion experiences, related session suggestions, and enhanced networking alternatives—you may foster belief and encourage information sharing. 

Closing Ideas

Selecting the best occasion administration platform and adopting a data-driven method are important steps towards attaining increased attendee engagement, rising exhibitor ROI, and optimizing future occasions.

Uncover the right way to run data-driven occasions and speed up your small business development with Swapcard.