The Impact of Event Technology On Event Metrics

June 3, 2019

Attend any major B2B or B2C event today and you might think you were heading onto a Hollywood set, with bright lights, lively audio, captivating video and where interactivity abounds. 

On the horizon and already on display at some leading-edge trade shows and conventions are new trends such as virtual reality, artificial intelligence (AI), machine learning, and advanced online ticketing and registration. These existing and emerging event technologies are paving the way for more successful events and overall enhanced experiences for event planners, exhibitors and attendees. 

Where the real Hollywood magic, however, is taking place is behind the scenes in how event marketers and exhibitors are using technology to achieve primary goals relating to their branding, social media and data capture for measuring key event metrics. Event metrics have become an important goal for both planners and exhibitors, according to industry research.

Event Goals, Technology and Data

A Bizzabo survey found that 50 percent of marketers use events primarily for lead generation/sales and community building. Event marketers have a similar goal based on a finding from the CMO Council and E2MA, which reported that 64 percent of event marketers said that trade shows and events are most often used as sources of new prospects and business opportunities. Clearly, to achieve the goal, data must be captured relating to new prospects, business opportunities and brand awareness. 

Bizzabo noted that 86 percent of event marketers believe that technology can have a positive impact on the success of their events which, as previously noted, requires event branding, social media, and data capture goals for them and their exhibitors. 

A related finding of Bizzabo showed that the majority of over-performing organizations (i.e., those able to demonstrate an event ROI of 25 percent or higher attributed to their willingness to invest in event technology) plan to increase their event technology spend. Other relevant research includes:

  • 44% of event marketers want event technology that provides analytics such as number of booth visits, length of stay, etc. (CMO Council and E2MA);
  • 54% of marketers believe events are great opportunities for positioning their brands (CMO Council and E2MA); 
  • The top five metrics marketers believe best quantify an event’s value are: new referrals and introductions, quality and quantity of leads, deal closures, the value of sales, and new up-sell and cross-sell opportunities. (CMO Council and E2MA); 
  • 70% of top companies and brands ranked social marketing related to event programs as “extremely” or “very important.” (Freeman XP & EMI); and
  • 88% of companies use social media to increase awareness before an event; 63% of companies use social media to drive attendance before an event, and 73% of companies use social media to promote specific events and features during the event. (Freeman XP & EMI)

Using event technology, event marketers and exhibitors can measure how effective an event was in meeting their branding, social media and lead capture objectives.

Event Technology Capturing Data for Metric Measures

Let’s look at some of the metrics event planners and marketers are measuring relating to their event goals.

For branding:

  • Web site traffic increases
  • Social media likes, followers and engagement increases
  • Twitter wall tweet numbers
  • Number of exhibit booth visitor increases
  • Number of news clips generated from the event 

For gathering market intelligence:

  • Number of survey respondents
  • Survey respondent demographics (age of a survey respondent, job function/title, existing customer, prospect, etc.)

For product demonstrations:

  • Number of people who viewed a live demonstration
  • Number of people who viewed a video demonstration and requested additional information be sent to them
  • Number of people who viewed a demonstration and completed an online contact us form
  • Number of people who viewed a demonstration and placed an order
  • Number of people who learned about products and then went on social media and posted about them

Most event marketers and exhibitors are familiar with event registration software that facilitates an easy registration process, whether online or at the venue in manned or self-serve interactive kiosks. Registration is just one of the features of this software, which also captures market data on attendee demographics and generates real-time reports that help event marketers better manage their events, including assisting with post-event follow-up.

Using lead retrieval software, event marketers and exhibitors can capture data, qualify prospects, distribute leads among sales representatives and even measure lead-to-sale conversions, sale closure rates and other valuable return on investment metrics such as dollar value of sale and number of products sold.

Mobile apps are a great way to support branding goals and gather market intelligence. Among the features offered by event apps are real-time push notifications, interactive games and online surveys. The latter can support branding, market intelligence and sales goals by gaining data that can then be applied to create targeted marketing messages to help drive people to an exhibit or presentation. Additionally, these apps have back-end reporting and analytics capabilities that integrate with leading CRM systems, a feature that can be helpful in quantifying and qualifying leads as well as justifying the event investment.

Like mobile apps, audience response systems are another event technology that support market intelligence gathering. These systems enable event marketers and exhibitors to interact and engage with attendees as well as get their feedback on different subjects.

Institutional branding and product marketing are facilitated with today’s dynamic LED, 4K, video walls and touch screen displays. Large QLED displays deliver maximum color volume and brightness to project a brand and its offerings in the most captivating way, drawing attendees into the booth and keeping them there to learn more about a brand and its products. 

Touch screen displays allow attendees to access brand presentations, product demonstrations, and other valuable information. Some of the products have built-in media players that deliver an outstanding interactive experience. There are even touch tables that are ideal for holding booth visitors’ attention for longer periods of time with engaging, interactive digital content. Super-sized (i.e., 80”) interactive display systems offer capacitive multi-touch technology that is extremely intuitive and responsive, making these systems especially suitable for presentations. 

These are just some of the event technologies that support event marketing and metrics or event benchmarking objectives. Other technologies that can also help event marketers and exhibitors achieve greater ROI include LED panels, interactive kiosks and charging stations, and video walls that can be used to create Twitter walls. 

If you’re not already taking advantage of today’s event technology to gather metrics, capture leads, build your brand and increase your event ROI, there’s no time like the present!

 

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Women at the Helm: Lisa Messina, Chief Sales Officer, Las Vegas Convention and Visitors Authority
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE. 
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