event participants are narcissists
DESCRIPTION
We all strive to have 100% engagement at our events, but have you ever been able to achieve that? This presentation discusses the macro trends that affect the events industry, how neuroscience relates to your audience's needs, and how neuroscience can create engaging experiences.TRANSCRIPT
Event Participants Are Narcissists
And Other Surprising Events Industry Macro Trends
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Presented by: Loretta HudelotAt Expo!Expo! 2012
(214) [email protected]
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
What macro trends are impacting the
events industry?
Learning Objective 1
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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 economy
3--A stabilizing economy
2• Mobile in early
majority• Social media for
meetings• Video invitations
2- Technology isn’t so scary
2--Technology isn’t so scary
4Demand
for Industry
Tech With VALUE
• Virtual and hybrid
• Digital way-finding
• Gamification, RFID
4- Tech with value
4--Tech with value
1
• Interactive format
• Hosted buyer events
• Custom event apps
1- Engage me! (Customization)1- Engage me! (Customization)
1--Engage me!
(Customization)
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
How does neuroscience
relate to my audience’s needs?
Learning Objective 2
Twitter: @FreemanCo
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Neuroscience Is About What Makes People Tick
You’re a HERO!
Knowledge to impact concerns
Why people do what they do
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Decisions Are Rational AND Emotional
Neuroscience Decision Model
Decisions Are Rational AND Emotional
Rational
Emotional
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
• 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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Successful Events Meet Rational and Emotional Needs
Events Performing Well
RationalNetworki
ngEducatio
n Trends
LeadsAwareness
Relationships
EmotionalHow do you feel?
Angry
Stressed
Irritated Neglected
Events NOT Performing Well
RationalNetworki
ngEducatio
n Trends
LeadsAwareness
Relationships
EmotionalHow do you
feel?
Inspired
Hopeful
Valued Energized
Happy Hurried
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
People need to BELIEVE it’s a good show
Perception RULES!
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How Does Your Brain Decide?
The 3 brains
New Brain—Rational
Middle Brain—Emotional
Reptile Brain—Instincts
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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 things
Value can come from the little things
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
We don’t consider all the elements of an experience, only the most
noticeable
Make your most noticeable moments count
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
How can neuroscience create
engaging experiences?
Learning Objective 3
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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 economy
3--A stabilizing economy
2• Mobile in early
majority• Social media for
meetings• Video invitations
2--Technology isn’t so scary
2--Technology isn’t so scary
4Demand
for Industry
Tech With VALUE
4- Tech with value
4--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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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 embeds itself in my memory
I remember your brand when it’s time to decide
Event Tech Impacts Behavior
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
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Technology to Play WithTechnology to Play With
Throwable microphone to liven event participation
Catchbox
Social gaming at the BIO Agriculture booth
Gamification
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Technology to Enhance ExperiencesTechnology 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=7u0ij9
D5S4Y
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
NFC as a Mobile WalletNFC 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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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 colored lights in sync
with the music
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
But a Solid Strategy Is Still NeededBut a Solid Strategy Is Still Needed