Speaking during a case study panel session at Event360, Melissa Noakes, head of brand experience at Sony Mobile, said that good coffee, quality food and fast wi-fi encouraged customers to stay at events longer.
"At the Mobile World Congress we wanted to attract as many customers to our stand as possible. By providing what people wanted, we were able to achieve 90% customer satisfaction."
In line with its goals to keep stand visitors happy, Sony Mobile set up a customer-centric zone, offering access to charge points, wi-fi, comfortable seating and quality refreshments. As a result, the company averaged 80 minutes with each of its customers.
Jane Culcheth-Beard, manager of WW Programs and Central EMEA Events, global marketing at Hewlett-Packard agreed that the emphasis should be on the simple things, saying that event planners should "never underestimate food".
She went on to point out that, in a digital age, it’s easy to collate data from events and see where and how they are retaining delegate engagement. "Data is king and it’s important to collect as much as possible during an event, including photos. The images will show how engaged delegates are."