Remember what it’s like to be an attendee of an event? You’re a spectator, watching and listening, hoping to walk away with some sort of call-to-action. Maybe it’s putting the information you learned into use or feeling more motivated to continue to do what you do every day, even better. Whatever the case, you attend these events hoping to gain something new and to be inspired.
So how do we as event marketers, ensure that most (if not all) of our attendees feel more connected to our brand; prepared for the future ahead; recognized for their achievements; or feel re-energized for a brand new year?
It’s simple. We build an Attendee Journey. An Attendee Journey is our holistic approach where we immerse ourselves into the mindset of the audience while also keeping in mind the objectives and messaging that we want to communicate. It’s the perfect blend of designing a campaign that delivers measurable results and potentially new behaviors. It goes beyond a simple production of an event by transforming a traditional ballroom into an environment immersed with your brand and messaging, staging that stirs excitement, stunning graphics that convey visual stories and compelling speakers whose energy radiates into the attendees.
Below are just a few key insights that will help you develop an Attendee Journey that delivers engaging experiences that inspire lasting results.
Know Your Audience
Who are they and what are their mindsets?
Set Objectives and Envision Success
What kind of campaign?
What does success look like and how will it be measured?
Are your objectives measurable? (ROI, ROO, ROE)
Design with Purpose
How will attendees be engaged?
Are there any compelling industry trends that you can integrate into the program?
Is the message woven through the entire event?
How will you extend the message beyond the event?
Want to learn more about building an Attendee Journey? Contact us at firstname.lastname@example.org or check out how we did it for one of our clients: Global Conference Case Study
For most of us, we experience our life visually. What we see is one of the primary ways we gather information. But what we might not be consciously aware of is that our brain ultimately decides what we choose to look at. This is one of the reasons why eye-tracking has become a valuable tool for marketers. Marketers can use this technology to discover what intrigues and attracts a consumer’s (or in our realm, an attendee) attention when faced with a variety of products or actions. Even further, eye-tracking can give indications about the person’s presence, attention, focus, drowsiness, consciousness or other mental states (Citing Source: http://www.tobii.com/en/about-tobii/what-is-eye-tracking/). This information gives us deep insights into people’s behavior and actions.
In the B2B event space, eye-tracking opens the door for marketers and leadership to understand an attendees’ engagement level. While social media gives attendees the voice to express or communicate online, eye-tracking reveals a new kind of “voice” by exposing behaviors that we might not otherwise notice. For example, a learning station at an event can capture what attendees are specifically looking at onscreen and even determine if they are engaged or not. Through collective research, marketers can narrow down what exactly worked and didn’t work on their learning tool. Maybe it was color or choice of words…or maybe the material was too wordy so attendees lost interest…or maybe something was too distracting. No matter the challenge, eye-tracking has the ability to help marketers re-examine, adjust and try again until there is success.
One of the most obvious benefits of eye-tracking is helping companies understand their consumer. Among a choice of five kids’ cereals that are similar, why does one sell more than the other? What grabs and holds your attention longest? Fortunately, there is a science and eye-tracking helps cut down hours and hours of focus groups and surveys.
Be on the lookout for more eye-tracking developments in 2015. In the meantime, we leave you with *three takeaways on what eye-tracking can tell you in your marketing efforts courtesy of Perception Research Services (PRS).
Do people even see and notice a package on a cluttered shelf, a display in an enormous store – or a link of a cluttered web screen?
Do these marketing efforts hold their attention – or are they quickly bypassed?
Viewing Patterns/Communication Hierarchy
Which specific elements or messages draw attention and are consistently seen/read (and which are frequently overlooked)?
*Citing Source: Perception Research Services (PRS): http://www.prsresearch.com/prs-insights/article/getting-the-most-from-eye-tracking/).
A colleague of mine just sent me to a cool website that has been around for years and I never even knew it existed. It’s called Animoto and it allows you to take your photos, video clips and music into a video masterpiece! How cool is that? You don’t even need to be a video wiz.
I wish I knew about this when I was asked to create a slideshow for my sister’s wedding. Instead of a boring PPT, I could have taking advantage of this site and create a really great video! And its wallet friendly too, meaning you can either have the free LITE version that allows unlimited 30-second videos or I can upgrade to the Plus version for $30/year for unlimited full-length videos. I prefer paying the
And yes, there’s app for it. A mobile app for the iPhone, iPad and iTouch was recently introduced that enabled me to create, share and watch my videos anytime, anywhere.
I already made a couple videos and my friends were totally impressed. They thought I had it professionally done. It kind of makes you feel like a video professional. J
Amanda Chartier, Marketing Specialist, InVision
Hey everyone, Amanda here. No longer will I need to bring a pencil or waste a pad of paper when I head into meetings. I recently discovered an iPad app called PaperDesk, which basically replaces the traditional paper notebook. It’s so easy to use and it allows me to draw, type, record and insert photos. One of the best features is that as soon as I am done, I can email off my notes to my team instead of retyping it on my computer.
Amanda Chartier, Marketing Coordinator, InVision