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The importance ofcustomer journey analysisfor exhibition successOctober 2 0 1 8Developed in partnership with:

In this paper, AMR and Messe Munich discuss theconcept of customer journey and how importantthis way of thinking is for effective eventmarketing, visitor satisfaction and ultimately,event success.become very complex. Customer journeys can helpmarketers approach this tangled web of information ina structured way, unpicking where it fails and where itadds value.The ability to drive long-term value for exhibitors isparticularly important for event organisers because ROIis not as demonstrable or attributable as other servicesthat compete for the same spend, such as digitalmarketing. The direction for tradeshows is to positionthemselves as the long-term strategic partner ofexhibitors rather than the short-term, tactical partner.Achieving this requires organisers to focus on whatexhibitors value the most: high visitor quality and highvisitor numbers.Understanding what customerswant and how our exhibition offercomparesFor any marketer, there are three key questions:To drive visitor quality and numbers, it is crucial thatorganisers form relationships with their visitors.Effective marketing strategies are key to creatingthese relationships. One way of creating effectivemarketing campaigns is to personalise them. A provenapproach to get there is to create a small number of‘personas’ that represent the bulk of their visitors. Byunderstanding the needs and wants of these personasthey can personalise communications appropriately.This is a proven marketing approach that leads to:1. What is the actual customer journey that potentialvisitors go through before coming to the show?2. How effective and how efficient are marketingactivities as part of that journey?3. What drives the non-visitor decision not to come?The starting point to answer all these questions is tocreate a customer journey map. Customer journeymaps represent the complete set of experienceswhich customers go through when interacting witha company or brand using internal data, quantitativeanalysis and qualitative interviews. They look atwhat customers are trying to achieve with each setof interactions and whether or not they can achievethis in a satisfactory way. They also highlight points offrustration, broken processes and whether the internalworkings of the organisation support the customer’send goals. In practice, they are best underpinned byanalysis that enables the company to quantify whereimprovements will drive the most value and prioritiseresources accordingly. Increased conversion – This could be especiallypowerful in events where a huge amount is investedin getting visitors to the event Reduced churn – The cost of recruiting a new visitoris multiple times that of retaining an existing one andchurn in events can be high Utility for the customer which enables cut-throughfor the sender – Personalised emails receive moreengagement than traditional non-personalised emailHowever, with a growing number of channels throughwhich to communicate, and nuanced campaignsrequired for each persona, marketing campaigns can2

Using customer journeys to helpwith attributionCustomer journeys are made up of four parts: Touchpoint inventory – Maps all interactions betweenthe customer and the organiser. Data comes frominternal sources e.g. website analytics and insightshelp inform channel and marketing strategies(answers question 1)One of the most important requirements of customerjourney analysis is to triangulate data from severalsources. This ensures that not only can organisersunderstand what is and isn’t working, they can alsounderstand why. Customer pain points – Identifies areas of customerpain across touch points. Data comes fromqualitative customer interviews and quantitativeevaluation of each transition leading to immediatelyimplementable actions (answers question 2)Understanding visitor motives can add depth to analysisthat couldn’t be found elsewhere. Contextual insightsfrom market studies and internal databases can shedlight on questions such as: Behavioral stages – Flips the touchpoints so theyare viewed as customer goals along the journey andhighlights where current functionality and internalprocesses enable or inhibit achieving these goals(answers question 2) How do visitors gather professional information,especially with regards to trade shows? Which touchpoints are decisive in terms of visitors’final decision on attending a certain show? Customer considerations – Associates customeremotions to these goals; areas of most frustrationlead to churn (answers question 3) How do they prepare for a trade show visit? Which of our advertising do they recognise and howdo they evaluate our touchpoints?Producing customer journey maps is notstraightforward for the simple reason thatunderstanding what customers want is very different tounderstanding what companies think customers want.Objectivity is crucial and it is important that organiserstry and ignore their instincts and experience, andinstead listen to what customers tell them.Insights like this are crucial for solving one of thebiggest headaches for marketers – attribution. Ifmarketers understand when and how a visitor makesa decision to attend, they can select an attributionmodel that reflects this and therefore more accuratelyunderstand the ROI of their activity.For example, if one conclusion is that customers lackinformation at the point at which they arrive at anevent, the first reaction might be that ‘they haven’tread the emails.’ This makes sense because thereis likely a whole team of people internally who areresponsible for the emails and that can work on tryingto improve this problem. However, a better place tostart would be “is email the channel customers wantus to use?” While it may lead to a better answer, itis a harder question because its influence reachesfar beyond email opens and into the realms of theorganisational structure. But, if organisers are seriousabout driving value to customers in the longer term,these are the difficult questions they must answer.3

Since triangulation integrates severaldata sources, insights become moreconclusive and detailedQuantitative survey Recall & recognition by registered/ potential attendees Relevance in terms of registration Quantitative evaluation of campaignQualitative survey Qualitative evaluation of bannersHow effective is ourprogrammatic advertisingcampaign? Likes/ dislikesInternal sources of information KPI‘s incl. impressions,CTR/ VTR, ticket conversion Spendings Marketing plan incl. timing,objectives AssociationsSource: Messe MunichLooking at real world examplesIt is clear that change is underway when it begins toimpact established institutions and as in other industries,organisers need to shift to a customer-first thinking. Weare seeing challenger events within the industry and onepoint of differentiation is customer experience.The outcomes of these analyses range from generalinsights like usage scenarios of social media in a certainindustry to tangible details like reasons why a certainad was not associated well enough with the respectivetrade fair. Actions taken are mainly related to marketingplanning (e.g. shifts in budget allocation, new/ adjustedactivities) and implementation (e.g. changes to CD oremailing content, UX based website optimisation).Messe Munich is, for example, placing more focus onvisitors. As a result they have begun to analyse in-depththe customer journeys for some of their tradeshows tounderstand where improvements can be made. Twoexamples of a journey specific to a persona are given onthe following page.4

Visitor journey mappings combined with personas help to illustrate and differentiate segments and their requirementsMr. Li45 Years oldInitiation Head of R&D in a midsized, Chinese companyin Shanghai First-time visitor Learning about the showon social mediaRegistrationtradeshow website:overviewPreparation/Realisationpersonal businessnetworkfix onsitemeetingstradeshow app:matchmaking tooldetailed schedulefor travel and show!!businessnetwork:check forpossiblemeetingslinkedinpresence oftradeshowR E L E V A N C nationand travelapprovaltradeshow website:solutions, exhibitordirectory & maptradeshow website:travel informationtradeshownewslettertradeshow website:event calanderlinkedin presence of tradeshow(check for potential meetings)Initiation Head of sales in a large,German company Loyal, regular visitor Looking to network withkey accounts, refreshexisting leadsRegistrationPreparation/RealisationT O U C H P O I N T Sexhibitor invitations(loose) onsite meetingstradeshow website:exhibitor directory(in search for new leads)O F!trade association invitationincl. voucher!registrationusing vouchere-mail invitation incl. voucher(received, but ignored)Messe Munich Touchpointstradeshow newsletterThird Party Touchpoints (external)5!Critical TouchpointsSource: Messe MunichO FT O U C H P O I N T Stradeshow website:ticket and registrationAlice42 Years oldR E L E V A N C E Looking for technicalsolutions and newsuppliers

Better customer journeys improveretentionAbout AMR InternationalAMR International is the world leaderin strategy consulting for the eventsindustry. This incredibly diverse andhighly profitable industry is facingunprecedented change, as attendeesexpect a more connected and compellingexperience. AMR’s role is to createlasting value for its clients, while guidingthe transformation of the eventsindustry. AMR supports every aspectof event and organizer transformation,from group and market entry strategy,acquisition search, commercial duediligence and performance improvementthrough to pricing, digital strategy, anddata analytics.Improved visitor journeys increase visitor satisfactionthanks to better effectiveness and efficiency of visit,especially pre-show and on-site.Another advantage to creating the best possiblecustomer journey is that it increases the chances ofnew visitors hearing positive feedback about the event,which in turn increases their chances of attending.To conclude, visitor journey thinking should thereforebecome a cornerstone of exhibition marketingpractices, aided by the upskilling of marketing teamsand the continuous improvement in on – and offline visitor behaviour tracking technologies. Theimprovement in effectiveness of marketing efforts andspend through a bespoke marketing strategy for eachevent will generate better outcomes for participantsand organisers alike.About Messe MunichMesse Munich is one of the leadingexhibition organizers worldwide withmore than 50 of its own trade showsfor capital goods, consumer goodsand new technologies. As well asthe 200 events held annually at theexhibition center in Munich, MesseMunich has a global presence, witha network of associated companiesin Europe, Asia, Africa and SouthAmerica.AwarenessConsiderationAcquisitionThis White Paper was written byAMR International and Messe MunichShow attendanceLoyaltyFor further information please contact:AMR InternationalMesse MunichFlorent JarryHead of Global Events [email protected] 44 20 7534 3609 / 33 6 2880 6509Stefan ReiserHead of Market [email protected] 49 89 949 20980 / 49 162 255 3690Ailis McKernanHead of [email protected] 1 646 465 5978Dr. Nina SchnieringHead of Corporate [email protected] 49 89 949 20035

Messe Munich Stefan Reiser Head of Market Research [email protected] 49 89 949 20980 / 49 162 255 3690 Dr. Nina Schniering Head of Corporate Development [email protected] 49 89 949 20035 Better customer journeys improve retentio