exhibitionist#06 eddie choi 20 marzo 2014

Property of Eddie Choi | linkedin.com/in/eddiechoi


Eddie ChoiMarketer, Trainer, Writer, Science Believer


Exhibition as a marketing experience


How much does it cost to create a good exhibition experience?


If we see a booth as a marketing touch point, there will be touch points within the touch point.


?Engagement Communication Lead Generation Action


Google Analytics offline tracking video


Communications


Which side are you on?


The evolution of business gestures


Source: Google 2013


Source: Google 2013

Don’t leave the house without smartphone


Source: Google 2013

Would rather give up TV than smartphone


Source: Google 2013


Smartphone Social Desktop

Source: Google 2013


Source: Google 2013

Smartphone Search Desktop


Source: StatCounter

Mobile phones account for 17% of global web traffic


Today we have many screens to take care


Lead Generation


We generate and qualify leads at exhibitions


We use many tools to assist us for leads generation and qualification


We use different technologies to integrate offline with online


This is a Coke LightBut please don’t do this


This is a Coke Light

✚

What is integrated marketing?


Integration


Source: CEIR 2013

Why lead generation is important for exhibition?


B2B lead journey

Far Term

Mid Term

Co

nsid

era

tio

n

Near Term


Far-To-Mid term data source


Limitation of the Far-To-Mid term data source

• Insight are mostly top-line. • Difficult to identify the closest opportunity. • Online data are mostly non-PII. • Low relevancy between buyers and business intent.


Collect Business Cards

Lead Retrieval

0% 20% 40% 60% 80%

74%

59%

The top two most common methods organizations use to

capture leads at exhibition (2012)

Source: CEIR 2013


Only 30% of exhibitors can capture demographics and other

lead qualifier questions (2012)

Source: CEIR 2013


The experience of filling questionnaire on tablet is not natural


Try to look at a booth just like a website?

Web Browsing Web Analytics


The booth traffic generates important insight for lead-based

event marketing

Who

What

When


What we can do at the showDisplay Interact Analyze

Engage buyers Capture interest Generate insight


We can do re-marketing after the show

Realize Re-target ConvertObtain business intent Begin nurturing leads Cultivate opportunity


Improvement for the Far-To-Mid term data source

BEFORE AFTER

• Insight are mostly top-line. • Insight are based on product level.

• Difficult to identify the closest opportunity.

• Easy to identify the closest opportunity.

• Online data are mostly non-PII.

• Most data can be followed up.

• Low relevancy between buyers and business intent.

• High relevancy between buyers and business intent.

✗


ROI1. Increase number of actionable leads.

2. Quantifiable product intents.3. Improve accuracy for re-marketing

result.

✗


We can visualize venue’s traffic


A Action, Analyze


Say big data one more time


Broadband adoption trends

Europe Asia

Source: Akamai


241% {Nucleus Research}

ROI can be generated by applying data to business decision

CMOs believe that successful brands make data-driven decisions 91%

{Columbia Business School}

HoweverOnly 11% of marketers use data to make business decision today.


Big data definition


Start with your web analytics

All are potential customers


How did the conversions happen?


Let’s talk about online marketing practice


We vs. WWW


Individuals become more powerful


We are not there yet


We WWW

SHOUT

Collaborate & Create

Marketing has been changed


DecisionInfluence SupportInfluence Support

How do our customers make decision?


Source: Google 2013


What do you see?


Description of an object• Shape, texture, material !• Brand, design, style !• Location, occasion, timing !• Acronym, jargon


Semanticsthe study of meaning that is used for understanding human

expression through language.


Esposizione, expo, or fiera?


Autocomplete Factors1. Search Volume 2. Personalization 3. Query Deserve Freshness (QDF)


Milan Exhibitions

Fiera Milano, New Milan exhibition center, Milan

furniture exhibition, Milan fashion exhibition, Milan

cooling exhibition


All about Milan World Expo 2015


Chinese search “Italy” vs. “Milan” 2011 - 2014

Italy

Milan


Chinese search for “Milan” relevant keywords and interest level

Furniture exhibition


Chinese search for “Italy” vs. “Milan” geographical distribution

Italy

MilanBeijing

Guang Dong

Zhejiang

Jiangsu

Shanghai


Chinese search for “Italy” vs. “Milan” demographics

Italy

Milan

Age groups

Gender


Link universal of www.host.fieramilano.it


Cognitive engagement with form


Don’t forget, even Youtube has its own analytics


Social Marketing


Research your target audience


Social media marketing video


What have we learned?

1. Be public, be easy to follow

2. Be patience, to nurture instead of promote

3. 2nd follower prove the 1st follower is right

4. The rest of followers emulate the 2nd follower, not the leader


Grazie. Questions?

exhibitionist#06 eddie choi 20 marzo 2014

Marketing

comineddiechoi source

comineddiechoi exhibition

comineddiechoi whatwecandoat

comineddiechoi communications

comineddiechoi integration

comineddiechoi limitation

comineddiechoi improvement

comineddiechoi roi