Data Collection and Analysis for Exhibition Stands: The Four Key Performance Indicators

Jul 12, 2022
Most physical commercial space in the modern economy is assessed by analytics. Grocery and retail stores currently use visual footfall, visitor traffic patterns, and even facial emotion recognition software to instantaneously gauge consumer reactions to retail offerings. All of this technology can be made GDPR compliant, and you’ve likely already been a data point at some point recently.

Exhibition stands are no different, but present unique challenges to using these technologies. Namely, they exist over short durations and are ever-changing spaces and environments. In order to install, calibrate, collect data, analyze and then benchmark the data, exhibitors would incur costs that would be prohibitive for 99% of most corporate exhibitors.

This is where Beire’s GDPR-compliant data collection and analytic solution, optimally built into Beire designed and built exhibition booths, provides key data-driven insights to exhibitors at a very low cost.

It is driven by a series of small boxes, optimally installed in the design of a stand, that collect anonymized, but uniquely identifiable signals from the smartphones visitors carry. This data, based on signal strength, duration, and repetition is uploaded to a database where an algorithm sorts it into exhibition marketing based insights.

Specifically, the outputs relate directly to key performance indicators (KPI’s) of exhibition marketing:

Stand Volume Traffic: Exhibition organizers will sell you data on the demographics and attendance of their show, but how do you know what’s relevant to you? How many of those people actually saw and went to your booth? A booth based data solution focused on your presence will get you this data.

 Visitor Duration: How much time are visitors spending at your booth? If you have a complicated offering that requires an involved lead qualification process or presentations, then lots of visitor traffic is irrelevant if engagement is low. On the other hand, if an exhibition strategy is focused more on awareness of a consumer good, then high traffic and lower duration may drive better results. Your stand data can tell you if your strategy and performance is aligned, and do so in real-time.

Returning Visitors: In the current war for visitor attention, returning visitors can signal outsized interest in a company or product offering. Understanding when these repeated visitors are coming and how this correlates with collected CRM and lead data can give you leading indicators as to how successful a show may be in generating ROI.

Total Impressions: Most advertising space, from magazines to Google Ads are priced based on total impressions, and quality of the impressions based on a targeted demographic. Exhibition organizers will sell you demographic data on who attends the show, but how do you know the number of impressions your actual space receives? Booth space is allegedly priced based on the amount of likely traffic, but without a data source, exhibitors can only rely on aggregate 3rd party data. Your stand data can give you a proxy for the number of impressions in real-time, which translates directly into the value you receive from your location at the show.

The expense of attending exhibitions has long been proven to, on average, generate positive value for exhibitors. As exhibitions become more focused on narrower sub-industries, the ability to evaluate exhibition channels with booth specific data will become a critical B2B marketing skill to drive ROI.