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) 445-1292loretta.hudelot@freemanco.com

© 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

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Decisions Are Rational AND Emotional

Neuroscience Decision Model

Decisions Are Rational AND Emotional

Rational

Emotional

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• 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

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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

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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

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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

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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

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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

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But a Solid Strategy Is Still NeededBut a Solid Strategy Is Still Needed