You’d have the ability to gauge attendee interest in real-time, make adjustments to your event on the fly based on the met rics,
and provide your exhibitors and sponsors detailed reports helping them realize the value of their investment. Midwest Meetings talked with Kevin Kiser, the Director of Marketing at SOLOMO and he provided us with some insight into how they are harnessing the power of mobile- and location-based technologies. SOLOMO developed a tool that will, as Kevin put it, “[provide] consistent metrics to measure and predict event marketing performance.” What this means in more general terms is that rather than providing a guess as to what people might be interested in at an event, SOLOMO provides actual foot-traffic data from events.
Mobile- and location-based technologies are still growing. The number of venues in the US that are designated as “smart venues” is still well below the number of smartphone users. SOLOMO is attempting to bring smart technology to events so you can “plug it in and guide your future activities.” Envision quantifying traffic to physical places similar to tracking clicks to a website.
If you are hosting an event over a weekend, get the tracking data from the first day of your event and tailor advertising and announcements in popular areas during the remaining days. Even if you are only hosting a day long event you can use the metrics to analyze the draw of speakers or the popularity of certain breakout sessions in order to get the most out of event follow-up. SOLOMO helped one luxury car client do just that, using their analytics they determined the popularity and influence a celebrity speaker had on the guests. The data also provided the event organizers with statistics on the most popular prototypes at their events which led to a more targeted marketing plan and a more popular flagship product.
To quell any security concerns Kiser told us, “all the data is anonymous and aggregate, no specifics on people or their devices, …patterns and data [are] separated, placed in reports and automatically delivered to event managers.” Most people at an event will have some sort of smart device that emits a WiFi signal. SOLOMO listens for the location of these signals and can determine location patterns, including attribution from a keynote session to an exhibit area or from an exhibit area to a retail location months later, without compromising identity or personal information. This WiFi data is then put into a secure report and can be given to the event manager for them to answer their marketing and operational questions.
The actual technology involved is nothing new, it’s the ideas behind it. Using the smartphones most of us have in a smarter way. SOLOMO wants to help “analyze over multiple events to see the ROI” and “bring the [style of] metrics that marketers are used to, to quantify event marketing.” Technology continues to get “smarter” so keep an eye out for more advancements in the fi eld of event metrics