Event Participants are Narcissists... And Other Surprising Events Industry Macro Trends
23
Event Participants are Narcissists And Other Surprising Events Industry Macro Trends Twitter: @FreemanCo
-
Upload
loretta-hudelot -
Category
Documents
-
view
193 -
download
0
description
What’s in it for me? Knowing that deep down everyone cares about themselves first is just one of the macro trends that impacts the trade show industry. This fun session will highlight major trends including the rising field of neuroscience. Come see why attendees and exhibitors act the way they do, AND how neuroscience principles can be used to create highly engaging event experiences.
Transcript of Event Participants are Narcissists... And Other Surprising Events Industry Macro Trends
Event Participants are Narcissists
And Other Surprising Events Industry Macro Trends
Twitter: @FreemanCo
What macro trends are impacting the Events Industry?
Learning Objective 1
Twitter: @FreemanCo
The Macro Trend Story for Face-to-FaceThe Macro Trend Story for Face-to-Face
3
• Events are improving, exhibitors returning
• But not at ‘08 levels
3- A stabilizing economy3- A stabilizing economy
2• Mobile in early majority• Social media for mtgs• Video invitations
2- Technology isn’t so scary2- Technology isn’t so scary
4Demand for
Industry Tech with VALUE
• Virtual and hybrid• Digital way-finding• Gamification, RFID
4- Tech with value4- Tech with value
1
• Interactive Format• Hosted Buyer Events• Custom Event Apps
1- Engage me! (Customization)1- Engage me! (Customization)1- Engage me! (Customization)
How does neuroscience relate to
my audience’s needs?
Learning Objective 2
Twitter: @FreemanCo
Neuroscience is about what makes people tick
You’re a HERO!
Knowledge to impact concerns
Why people do what they do
Decisions are rational AND emotional
Neuroscience Decision Model
Decisions are rational AND emotional
Rational
Emotional
• Network with colleagues/vendors• Keep up on trends• Education• See/evaluate new products• Find a new vendor• Location
Attendee
Why people come to events
These reasons do not change
Exhibitor
• Identify new leads• Build brand awareness• Meet with customers• Have a presence• Launch new product/service• Competitive intelligence
Successful events meet rational and emotional needs
Events Performing Well
Rational
NetworkingEducation
Trends
LeadsAwareness
Relationships
EmotionalHow do you feel?
Angry Stressed
Irritated Neglected
Events NOT Performing Well
RationalNetworkingEducation
Trends
LeadsAwareness
Relationships
EmotionalHow do you feel?
Inspired Hopeful
Valued EnergizedHappy Hurried
People need to BELIEVE it’s a good show
Perception RULES!
How does your brain decide?
The 3 brains
Reptile Brain - Instincts
Middle Brain - Emotional
New Brain - Rational
How does your brain decide?
The 3 brains
Reptile Brain - Instincts
Middle Brain - Emotional
New Brain - Rational
It’s about what we want at a deep level
Understand what customers deeply care about. Give them that and they’ll find a way to stick with you.
Why do people POST on Facebook?
Sometimes we don’t know what influences us, we just
subconsciously perceive it
Sometimes we don’t know what influences us, we just
subconsciously perceive it
Value can come from the little thingsValue can come from the little things
We don’t consider all the elements of an experience, only the most
noticeable
Make your most noticeable moments count
How can neuroscience create
engaging experiences?
Learning Objective 3
Twitter: @FreemanCo
The Macro Trend Story for Face-to-FaceThe Macro Trend Story for Face-to-Face
3
• Events are improving, exhibitors returning
• But not at ‘08 levels
3- A stabilizing economy3- A stabilizing economy
2• Mobile in early majority• Social media for mtgs• Video invitations
2- Technology isn’t so scary2- Technology isn’t so scary
4Demand for
Industry Tech with VALUE
4- Tech with value4- Tech with value
1
• Interactive Format• Hosted Buyer Events• Custom Event Apps
1- Engage me! (Customization)1- Engage me! (Customization)1- Engage me! (Customization)
• Virtual and hybrid• Digital way-finding• Gamification, RFID
Technology creates
emotional WOWs
We don’t pay attention to boring things
I see the experience
I’m WOW’ed by the experience
I link that WOW feeling to your brand
That WOW feeling imbeds itself in my memory
I remember your brand when it’s time to decide
Event Tech Impacts Behavior
Poken / Minglestick
Collect and exchange digital info offline via NFC
Flock (by Bump)
Share multiple-user photos into a single album
Technology to interact with othersTechnology to interact with others
Technology to play with
Throwable microphone to liven event participation
Catchbox
Social gaming at the BIO Agriculture booth
Gamification
Technology to play with
Technology to enhance experiences
Companion device supplementing primary info delivered by another medium
Second Screen
McDonald’s Pick ‘n Play
Experiential advertising in a group settinghttp://www.youtube.com/watch?v=7u0ij9D5S4Y
Technology to enhance experiences
NFC as a mobile wallet
Point of Sale Applications
Credit card payment via mobile device
Starbucks App
Electronic account linked to a mobile phone, money deposited and used as cash, rewards earned
NFC as a mobile wallet
RFID to engage
Microsoft Advertising
Hosted buyer event using RFID bracelets to provide personalized experiences to key audiences
Coldplay Concert
30,000+ RFID wrist bracelets flashed colors lights in sync with the music
But a solid strategy is still neededBut a solid strategy is still needed
