Exhibition News May 2019 - Page 43

Tech were gathering data for was Wireless in 2014,” continues Cobb. “The idea was to provide organisers with some real-time insight in the form of dashboards and heat maps that told them where people were, and where they were moving, where the queues were building up, etc. and to pair that with a way of targeting messages at very tightly defined groups of visitors so that they could then try to influence them and help them and improve their experience.” Visitors who have downloaded the event app are tracked, with their permission and non-intrusively, using their mobile phones. Organisers can see where issues are arising and send personalised messages to visitors. “The work Crowd Connected had done at festivals was really interesting and something new that we wanted to try to see how it could benefit the event,” says Brook. “During a show you’ve got eyes on the floor and you can see what’s going on, but you don’t have any data evidence. “Tracking through the app gave us real-time information and access to data, having a sense of what was going on across the show floor really helped.” If a certain registration desk at the show was busy, the Bett team could send those affected a message telling them where a quieter desk was. If they attended a particular session on day one, they could receive personalised recommendations for day two. Of course, for Crowd Connected to be effective there needs to be an existing event app with decent uptake. Luckily the Bett app is fairly established and has an impressive almost 50 per cent uptake from visitors. Footfall information from Crowd Connected gives the organisers what they want the most: data about their community. “The data can show you how visitors move around the show, and how they navigate, but it’s not just about volume, it’s also about quality and getting the right kind of people for exhibitors,” continues Harper. “The more data we have, the better equipped “We want to ensure that we keep innovating and giving our visitors and exhibitors an improved experience, so for us an app is really important” – Eve Harper we are to react onsite and deliver better experiences for everyone onsite. “Next year we’re reconfiguring our floorplan in quite a big way and thinking about how visitors will be navigating the new show set-up and how we might start to think about evolving that in future years, so that data will become even more relevant and valuable for us.” EN May — 43