How Occasion Knowledge Drives Income and Engagement at Exhibitions

Knowledge is the bridge between the place you might be and the place you’d prefer to be. It might provide help to handle stakeholder calls for, guarantee seamless logistics, and navigate sudden challenges. 

Once we talked to organizers such as you about what’s holding them again, here is what we discovered.

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Core Challenges Organizers Face with Knowledge

Let’s take a look at the widespread challenges organizers face in the case of knowledge:

1. There’s an excessive amount of knowledge – it is unclear what knowledge issues: With the overwhelming quantity of knowledge obtainable, it turns into troublesome to determine which knowledge factors are most related to occasion success.
2. Missing the experience to research knowledge and switch it into actionable insights: With out the mandatory abilities to interpret knowledge, useful data stays unused, hindering potential enhancements.
3. Issues about complying with knowledge privateness legal guidelines: Navigating the complexities of knowledge privateness laws, comparable to GDPR, might be daunting and worrisome.
4. Collected knowledge assortment is not all the time correct or full: Incomplete or inaccurate knowledge results in unreliable insights, making it difficult to make knowledgeable selections.

Let’s break down these knowledge hurdles and discover good options that can provide help to benefit from your occasion knowledge.

Deciding What Knowledge Issues

What knowledge issues depends upon your core aims. This implies figuring out the particular objectives you have got to your occasion and specializing in the information that can provide help to obtain these objectives. 

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

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

1. Elevated Attendee Engagement
2. Boosting Exhibitor ROI & Satisfaction
3. Optimizing Future Occasions

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Elevated Attendee Engagement

To drive increased site visitors (each onsite and on-line) and foster interplay with exhibitors and networking actions, personalization needs to be your key focus. Begin by using knowledge 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 knowledge for sales space and session strategies. Through the use of real-time location knowledge, you may information attendees to close by cubicles and classes that match their pursuits, thereby enhancing their total occasion expertise.

To additional increase consumer 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 consumer engagement. Occasion organizers that elevated their app activation fee by 10% noticed a corresponding 7% improve in consumer engagement.

There are a number of methods to extend app activation. One strategy is to make the occasion app necessary for check-in. One other efficient technique is to spotlight 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 boost exhibitor ROI and satisfaction, you could understand how leads circulation through the occasion lifecycle and the occasion actions that flip attendees into leads. 

With this data, you will get extra exact in your communication together 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 examine of over 300 commerce exhibits and conferences discovered that 39% of complete actions are generated pre-event. Apparently, 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 knowledge to emphasise the significance of pre-event and post-event engagement within the neighborhood and market, and supply coaching and assets to exhibitors. You can not go improper with know-before-you-go classes or academic webinars to your exhibitors. 

Moreover, you may promote onsite badge scans as a main technique 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 improve the variety of leads generated for exhibitors at your occasion. 

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Optimizing Future Occasions

Optimizing occasions by means of knowledge ensures every version is best than the final, preserving your group on the forefront of the trade and persistently assembly attendee and exhibitor expectations. Leveraging knowledge performs a vital function on this course of. 

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

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

Making certain Dependable and Full Knowledge

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

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

To make sure dependable and full knowledge, search for an occasion platform that facilitates seamless knowledge assortment, integrates easily together with your most popular instruments, gives real-time knowledge evaluation, and gives easy-to-read dashboards and shareable experiences.

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Extracting Actionable Insights from Knowledge

Deciphering uncooked occasion knowledge and remodeling it into actionable insights generally is a daunting job. Rework advanced uncooked knowledge into actionable insights with these three :

1. Select a Unified and Intuitive Knowledge Dashboard: Guarantee seamless integration of your most popular instruments together with your occasion platform for streamlined knowledge entry. Go for a user-friendly interface (easy-to-read dashboard, downloadable experiences, and many others) for simplified evaluation.
2. Go for an Occasion Companion: 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 knowledge evaluation and changes to your occasion group and exhibitors.
3. Intention for a Holistic Knowledge Method: Complement quantitive enter with qualitative notes by implementing post-event surveys. Collect suggestions from attendees, exhibitors, and sponsors and analyze responses to know satisfaction ranges, determine ache factors, and uncover alternatives for enchancment.

Complying with Knowledge Privateness Laws

In our quest to drive income and engagement with knowledge, it’s essential to handle knowledge privateness head-on. Making certain compliance with knowledge 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:

1. What private knowledge will probably be collected
2. How it is going to be saved and used
3. What they are going to get in trade

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

Specializing in what attendees will obtain in trade for his or her knowledge is essential. By highlighting the tangible advantages they’ll achieve—comparable to customized occasion experiences, related session suggestions, and enhanced networking alternatives—you may foster belief and encourage knowledge sharing. 

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Remaining Ideas

Choosing the proper occasion administration platform and adopting a data-driven strategy are vital steps towards attaining increased attendee engagement, growing exhibitor ROI, and optimizing future occasions.

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