Live leads in the industry

Twitter Facebook Google+ LinkedIn
How did Circdata get involved in events? It all started about fifteen years ago when our core business was helping major publishers to make sense of their readership data. At the time, publishers were under pressure to create new revenue streams, and with already established audiences, it was only natural for many to turn to events. As they transitioned into the events sector, so did we.What experience were you able to bring to events? As a technology-led company, we are constantly looking three to five years ahead for the next trend or disruptive technology that can help us to deliver improved customer journeys. That disruption came five years ago in the form of the iPad. We knew that a device with the iPad’s functionality would ultimately help us to deliver an improved event experience. It took a few incarnations of the iPad, improvements in its performance and especially camera capabilities, but we eventually developed the LiveLeads app – a sea change in the ability of an exhibitor to capture, manipulate and action the contact information they receive at an event.Capturing contact information – isn’t that what barcode scanners are for? A barcode scanner is a trusted technology that is easy to use and can capture some basic additional demographic data via a printed product sheet – but that is the extent of its capabilities. If you factor in a delay to receiving the contact data – often 24 hours after the event has ended – the limitations of using a scanner really start to show. The LiveLeads app represents an evolution in event data capture; combining the latest developments in tablet and smartphone technology, with a powerful app. Available to download free from the App Store or Google Play to any modern iOS or Android device, LiveLeads turns an exhibitor’s own mobile device into a powerful lead capture tool. Access to the app is controlled via a paid licence.An exhibitor’s smartphone becomes a lead capture device? Exactly. Whether an exhibitor prefers to use their tablet or smartphone, the LiveLeads app enables them to use a device they are already familiar with to capture the contact details of visitors to their stand during an event. The app uses the camera on the device to scan the encrypted QR code on a visitor’s badge – much like scanning a barcode, but without the added hassle of hiring and returning any equipment. This is part of a recent technological trend we are seeing that encourages users to ‘bring your own device’ (BYOD). Each exhibitor using the app is provided with their own secure personalised microsite. When an exhibitor scans the QR code on a visitor’s badge, LiveLeads uses Wi-Fi to sync the contact data in real-time to their exhibitor microsite. Access to the lead data is immediate, allowing the exhibitor at the show, or a colleague back at their office, to act on it without delay. The result is that an exhibitor could easily be in a position to send a tailored sales presentation to a new contact within hours of their initial meeting. The app works off-line too, meaning that if an exhibitor scans a badge without an internet connection, it will store the information, and sync with the microsite once a Wi-Fi connection has been re-established.Real-time data capture could be extremely useful to exhibitors, but what else can it do? For many exhibitors, the basic demographic information provided through a barcode scanner offers no real insight into what their customers really want. Exhibitors now require the ability to capture in-depth behavioural data during an event which can be easily fed into their overall sales and marketing strategy. LiveLeads includes a powerful survey tool allowing exhibitors, through their microsite, to create unlimited bespoke single or multiple-choice questions to ask their stand visitors. Questions can be created in advance or at an event, and are instantly available via the app. The captured survey data syncs in real-time to the microsite together with the contact information. How do you see events changing in the future? Advances like the LiveLeads app are already contributing to a changing event environment, making what happens on the show floor actionable in real-time, increasing valuable face-to-face time and reducing post-event administration. For us, it is about using advances in technology to support the best use of data to create better customer journeys. In the future, we will see much greater demand for good quality behavioural data and an ever-increasing focus on mobile-first strategies.   This article was first published in the March issue of EN. Any comments? Email Annie Byrne
Twitter Facebook Google+ LinkedIn

Related Stories

Elsewhere on EN

Kent Event Centre teams ­up with Best Parties Ever

Kent Event Centre teams ­up with Best Parties Ever

Kent Event Centre has announced a theme of ‘Moonlit in Marrakech’ for its 2017 Christmas party season, created by Best Parties Ever.
Fast Forward 15 launches 2017 mentoring programme

Fast Forward 15 launches 2017 mentoring programme

Fast Forward 15, the programme which aims to champion women working in events and hospitality, is looking for talented event profs to be mentors in 2017.
Tarsus Group acquires Connect Meetings

Tarsus Group acquires Connect Meetings

B2B media group Tarsus Group has acquired 80 per cent of the share capital of US business travel and meetings event organiser Connect Meetings.

WATCH THE EN AWARDS 2016 HIGHLIGHTS


silverstream.tv

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.
2 Minutes with Sarah Mayo

2 Minutes with Sarah Mayo

Sarah Mayo, marketing director EMEA, Freeman and FreemanXP talks about her new role, playing golf with Westlife and the skills needed in our industry.

Latest News

Kent Event Centre teams ­up with Best Parties Ever

Kent Event Centre teams ­up with Best Parties Ever

Kent Event Centre has announced a theme of ‘Moonlit in Marrakech’ for its 2017 Christmas party season, created by Best Parties Ever.
Fast Forward 15 launches 2017 mentoring programme

Fast Forward 15 launches 2017 mentoring programme

Fast Forward 15, the programme which aims to champion women working in events and hospitality, is looking for talented event profs to be mentors in 2017.
Tarsus Group acquires Connect Meetings

Tarsus Group acquires Connect Meetings

B2B media group Tarsus Group has acquired 80 per cent of the share capital of US business travel and meetings event organiser Connect Meetings.

Latest Galleries

ESSA 2016 Conference of Things

ESSA 2016 Conference of Things

This year’s ESSA Conference achieved a record attendance of delegates from across the events supplier industry, representing over 100 companies at Ricoh Arena, on 24 November.
The Prosthetics Event 2016

The Prosthetics Event 2016

Exhibition, education and shopping show The Prosthetics Event, returned to Conference Aston in Birmingham for the third consecutive year on 19 November.
World Travel Market London 2016

World Travel Market London 2016

World Travel Market (WTM) London 2016, which took place on 7-9 November at ExCeL London, celebrated its most successful show yet with a joint record attendance of 51,500.

Latest Opinions

Opportunity knocks

Opportunity knocks

Paul Byrom, AEO chairman and MD at Upper Street Events on the formation and goals of the new AEO Development Board
The height of safe practice

The height of safe practice

Andrew Harrison, ESSA director on continuing to build a robust, safety-first, working culture in events and exhibitions.
All part of the plan

All part of the plan

Kevin Horler, project director of Vividfish Ltd, on the importance of creating an inbound marketing strategy for your next exhibition.