NSM is a chance for our biopharmaceutical client to celebrate its sale representatives and their accomplishments as well as introduce companywide goals for the year. We knew just where to start – the patient.
To create a memorable and uplifting experience, we pulled our event theme from the company’s tagline – as a hashtag. For the first time in the event’s history, the theme became a conduit to audience interaction during the meeting, as representatives were encouraged to share their thoughts and actions onscreen in a comments feed. Most importantly, the theme allowed us to introduce patient stories to show how the company impacts real patients. Our opening speaker, a 15-year-old heart transplant patient sharing her incredible story, was the clear highlight of the event. She was charm, confidence and charisma personified, and her message touched every person in the room. She also served as the emcee for the other patient presenters to tell their emotional stories of recovery and wellness. It was an emotional high point, from the opening session through departure, and reinforced the core mission of the business.
Photo Credit from psfk
As experiential marketers, we are constantly looking for new ways to gather data at our events that will help us measure the success and engagement level of our attendees. One effective solution marketers are adopting are location-tracking devices and tools.
Tracking attendees’ movements and interactions brings a wealth of information to planners because it gives us real-time information on traffic flow, data retention, dwell time and connections.
Loopd is one example of a location-tracking tool that uses Bluetooth low-energy beacons around the event that communicate with chips the attendees wear around their neck. The real-time data collected captures tangible analytics that can determine how much time attendees spent at your event or booth. It also allows you to watch attendees with heat maps so that you can see where the most popular areas are at your event. Loopd also benefits attendees. Attendees can share their contact information with another attendee by simply tapping their badges together. They can also see a history of their interactions and download marketing materials from exhibitors they visited.
Have you used location-tracking solutions at your events?