Marketing Event / Trade Show

Preparation Deck

This is a real example of how to plan and execute all the event preparation steps needed to deliver on a great,

properly branded, showcase Poken event

ExpoNextBaltimore, June 19-21

AGENDAA Poken Event Manager should structure and lead all the event preparation steps, including discussions with customer & partner about all operational deliverables

1. CAMPAIGN PORTALBranded web portal where event visitors log in to access event content

2. CUSTOM LOGIN PANE, MOBILE PORTALA branded landing page to easily link from event website, and mobile app

3. VISITOR LIST IMPORTObtaining the visitor list, importing, planning barcodes for fast registration

4. BADGES & REGISTRATIONCoordinating with the badge printer

5. DEVICES & BRANDINGObtaining the graphics on time

6. MEDIA WALLA wowing experience if properly coordinated and executed

7. TOUCH SURVEY ON MEDIA WALLTouch survey is an opportunity for the client to get feedback from a high

percentage of event visitors

8. INFO CARDSA handy way to inform visitors of login details and device how-to

PRE EVENT PLANNING(1 of 2)

AGENDA9. GAME TO DRIVE BEHAVIOR

If you plan additional engagement via a game

10. EVENT PLACARDSClient specific on-site communication placards

11. SESSIOIN CHECK-IN PLACARDSTo measure attendance at each session

12. EXHIBITOR TOUCHPOINTSGetting the exhibitors equipped in a sponsored trade show, to showcase a real live working Poken Green Event

8. SYNC STATIONSNot always applicable, but a nice addition

10. SET UP THE LEAD GEN SURVEYYou want to maximize the ROI of your event

11. COMMUNICATION PLAN AND TIMINGSome key steps to get visitors and exhibitors on board

12. PRE-EVENT VISITOR AND EXHIBITOR EMAILINGTight planning with organizer is key to have lean, effective communication

13. EVENT PHOTOS & EVENT STATSSample photos & stats extracted from this successful event

PRE EVENT PLANNING(2 of 2)

• A branded campaign portal was created

• Includes standard widgets + chatroom + game widget

• Event Details filled in so the ExpoNext Mobile app is populated with useful event info (agenda, map, etc.)

• Plan the Portal content strategically, consider the event participant’s needs and the organizers’ expectations

CAMPAIGN PORTAL Done ☑

• A custom URL is set up at http://exponext2013.poken.com

• It is also accessible on mobile at http://exponext2013-m.poken.com

• The color scheme is adjusted in the Partner Tools, to fit the event branding

CUSTOM LOGIN PAGE Done ☑

Branded Login Page Branded Mobile App

• The full registration list (excel export) is be provided by the organizer

• Registration file’s columns are rearranged for import using Poken’s Partner Tools

• Customer’s uniquely identifiable “Conf#” field is used as the RefID for Poken, to issue a unique barcode to

each badge for scanning and linking of devices

• “Conf#” is also used as the file name (appending .png) for the individual Poken QR codes that are exported

by Poken, and sent to the badge printer in a zipped directory. Images are exported at 300dpi.

VISITOR LIST

Registration file from organizer

Registration file converted to

Poken import format

“Conf#” field is

used as the

RefID

Done ☑

• Badges are printed by Access Pass & Design, contracted by the organizer.

• We simply provide the updated registration database (xls file) appended with a column including our RefID (barcode) and the Qrcode image name for each record

• Linking pokens to account will be done using a barcode scanner (scan badge, scan poken barcode) for speed

• An alternative will be using the Poken Pro mobile app to scan the QRCode, then touch a poken. This method allows for easier update of the participant’s photo: Ideal if there aren’t too many people waiting in line.

WTO 2012 STATISTICSBADGES & REGISTRATION

Try

me!

Take note of the clip: This is the ideal kind to attach a poken!

Done ☑

• Attendees are pre-registered, but we are ready to handle on-site registrations too

• Branding will be done using the ExpoNext logo

WTO 2012 STATISTICSPOKENS Done ☐

AGENDA / SURVEY WALL (1/2)

• Client’s agenda is transformed into a Media Wall by our designer

• A local booth builder is hired to build a self-standing wall structure 8ft high by 9ft long

• 32 tags on the Agenda, 20 on the Exhibitor Map, 23 on the Survey

Done ☑

AGENDA / SURVEY WALL (1/2) Done ☐

• The wall is designed with a horizontal agenda: This pushes people to walk along it as they

collect sessions, and not park themselves in front of one day’s agenda for a long time,

blocking others

• The client’s survey questions are designed into the Media Wall, to add interactivity and engagement.

• The survey is designed horizontally, so a person answering it doesn’t park themselves in front of one

spot for too long, blocking others. Always think of FLOW when designing the media wall. You need to

keep people moving along it.

AGENDA / SURVEY WALL (2/2) Done ☑

INFOCARD

• A business-card sized infocard is printed to inform the users how to use their device, provide their login and password details

Done ☐

Front Back

DRIVING BEHAVIOR USING A GAME

• A simple game is planned to encourage the visitors to engage with exhibitors, collect conference material

• “Starred” Check-ins are created for the keynotes and general sessions (we don’t want to cannibalize attendance at the standard sessions as multiple run in parallel)

Done ☐

Game Mechanics

• Client is guided to update the design on their placards, to include the media collection touchpoints as well

• All session material will be collectable both on the Media Wall and on the placards. Duplicate tags point to one same Poken Object.

• 32 additional tags are used on the placards

EVENT PLACARDS

FINAL

Done ☑

SESSION CHECK-IN

• Session Check-In placards (Letter sized, placed on a stand) are used next to each session room

• A maximum of 3 conference sessions will run in parallel (3 tracks) so only 3 boards with tag are needed

• Before each session, the object in the Check-In tag will be updated (unlinked, linked) so that the relevant session is being checked-in

Relates to the incentive game

Done ☑

EXHIBITORS

Floor Plan

• Each exhibitor is provided with a touchpoint on a plexiglass placard

• Content will be uploaded prior to the show, and onsite. Exhibitor can also place their own material inside the plexiglass holder.

Done ☐

SYNC STATIONS

Floor Plan

• Sync station self-serve kiosks allowing visitors to offload their poken during the event, or before leaving

• For this event it is decided that syncing will be done by on-site staff using mobile phones

Done ☐

LEADGEN SURVEY

• A custom lead-generation survey is created in the campaign, to allow the exhibitors to use the Poken Pro mobile app to take notes and answer targeted, pre-programmed pick-list questions about the leads met at the event.

Done ☑

COMMUNICATION PLAN

EXHIBITOR COMM:• Exhibitors will receive an emailing from Poken informing them of the use of Touchpoints at

the show, and providing them with their login credentials to edit their Touchpoint content (object)

• Mailing to go out on Monday June 17th

PRE-EVENT VISITOR COMM:• Standard system emails will be sent to the visitors informing them of the upcoming use of

Poken at the ExpoNext 2013 event, for networking and GREEN document collection.• Email sent out automatically 1 day before the event, encouraging participants to update

their profile (photo, social networks, etc.)

POST-EVENT VISITOR COMM:• At the end of every day where a visitor has collected some content using poken, they

receive a system email showing them what they’ve collected.• If they have not yet logged in, 5 days after the event Participants receive a first post-

event email encouraging them to log in and view their contacts• Network update emails are “ON” by default: Visitors get a weekly email showing them the

activity in their network (changes to peoples’ profiles, new document versions available, etc.)

Done ☑

COMMUNICATION PLANEXHIBITOR COMM: PRE-EVENT VISITOR COMM: Done ☑

EVENTPHOTOS

EVENTPHOTOS

STATS NETWORKING:• 350 Visitors• 13’141 interactions (people + objects, incl. duplicates)• 2’183 Business Cards Exchanged

DOCUMENT COLLECTION (PAPER SAVING):• 120 Touchpoints used for Exhibitors + Agenda Wall • 4’136 Documents Collected

Session Material Collected Session Check-In