Speaking at C&IT’s Agency Forum yesterday (4 August), Hills said: "On the surface it looks like people go to events and leave, but there’s far more that event planners can be doing to understand the journey delegates take when they’re at an event." He pointed out the average delegate travels 469 miles for an event, stays for two to three days and spends £650. "Increasing revenue is one of the main reasons companies hold events. With such a huge amount of time and effort that goes in, how do you monitor and improve the experience?"
"You can use the registration process as your first step. It’s a chance to find out more about your delegates. What’s the demographic, what do they like and dislike? It’s the first opportunity you have to understand what they want."
"During the registration process you’ll have found out information about your delegates. So why not make sure that there’s a relevant person on site to meet them when they check in? For example, if someone is from Germany, think about getting a German speaker to greet them? "
"Badge technology is a great way to help you track where delegates are going and what they’re doing. You can use RFID and QR codes to understand where people are going, how long they’re spending at different events and which sessions they’re going to. It’s a very unobtrusive way of tracking."
"If you link your tracking technology with the mobile event apps and social media feedback, you’ll get an even better understanding of the delegate journey. You might be able to find out not just how long someone stayed at a certain exhibition, but why they left and what you could do to improve the experience."
"You can monitor how long people stay at product stands with technology. Combining this with other data you know about the delegate, it can hep you target sales pitches. For example, if someone tweeted about a product and stayed at the booth for a long time, they’re potentially a much better customer than someone who stayed for under a minute."
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