Businesses increasingly gather visitor data at exhibitions and events. Why do they do this? Well, data helps companies improving their customer brand experience. A better brand experience leads to an increased customer loyalty, which then leads to more customers. So, say goodbye to your boring counter and start creating better brand experiences! But how does data lead to a better brand experience?
Glad you’re asking! In this blog, we’ll take you through three important steps in which data contributes to the development, measurement, and improvement of brand experiences at trade shows. Note: a brand experience is not a one-size-fits-all solution. It’s a creative process!
When you decide to start integrating brand experience in your exhibitions and events strategy, there is one very important thing you should do first: Clearly identifying whom you want to target during the show. This is the fundament on which you can build a solid brand experience.
How? Gather and map relevant data from your visitors. Define, for example, in the following categories:
Use this data to sketch a clear profile of the visitors you want to target. This profile is the basis for the development of your experience concept.
TIP: ask the exhibition organizer for visitor’s data and look for useful data in your company’s CRM system. It’s even possible to supplement this with data from e-mail software, social media and Google analytics.
The power of brand experiences is to activate and stimulate people’s senses and get them excited about your brand. You give them something fun, innovative or informative and get pieces of data in return. With this data, brands can increase their relevancy for their target group during, and after the event.
Imagine: a visitor has shown interest in a specific machine you presented during your latest trade show. A couple of hours later, you send him an e-mail with in-depth information about that machine, including contact details, a link to a webshop and suggestions for other items he might be interested in.
So, which data is definitely worth gathering during a show?
Check our Visitor insights Expobooster to know how to gather this data!
De last and most important step is the interpretation and evaluation of data. The REAL results are not in the numbers and letters, they are in the analysis, conclusions and actions that come out of the data.
Visitor data helps business to increasingly understand their target group. Customer behavior and customer interests are becoming more measurable every day. This information allows companies to specify and personalize their brand experiences in a way that triggers the right people at the right time.
Want to know how we can help you to develop your next trade show brand experience? Let us know!
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