On November 26, our CEO, Gunnar Heinrich, moderated the FAMA- Fall Conference on the topic of “(Full) registration and badges for participants of B2C events”). The following article will present some of the content and results of the workshop.
The initial situation
Almost all participants in the workshop painted a similar picture: While comprehensive registration of participants and the wearing of badges (name badge, often with QR code, company name and country information) is generally common at trade fairs (B2B) and can be considered best practice, this does not usually take place at public trade fairs (B2C).
Causes and motives
When discussing why this is the case, the participants gave various reasons:
- At some public events, numerous participants are assumed to belong to the older generation. These are seen as less digitally savvy.
- This group of participants would often not have a PC or smartphone, and therefore no access to emails.
- Payment methods such as PayPal or Apple Pay are not very common in this group.
- It is also assumed that private individuals are reluctant to wear badges and thus reveal their identity.
- Data protection issues were also listed.
- Organizers want to create as few barriers as possible so as not to lose any visitors in the ticket purchasing process.
- The reluctant or sporadic use of invitation vouchers by exhibitors compared to trade fairs was cited as an argument.
- The most frequently cited argument is that there are virtually no advantages for private visitors in registering and wearing a badge.
Intended effects for organizers and exhibitors
All participants agreed that it would have numerous advantages for the organizers and exhibitors of a public trade fair if visitors from the public were also to register:
- Only if the organizer has the data of all participants can he invite them to the next event.
- Until now, visitors had to be invited again and again through sometimes expensive marketing campaigns.
- Only with this data (and also by wearing badges) can interesting additional income, such as lead tracking, be generated.
- Lead tracking (scanning of the badge and corresponding qualification of the visitor) enables exhibitors to measure the success of the trade fair and present it to their management.
- This is the only way to ensure consistent follow-up and convert trade fair contacts into real business.
- Only with the data can content be distributed and communication maintained during the year, which would be an important basis for any community management that may be desired.
Possible benefits for participants
The lack of benefits for participants was cited as one of the main reasons why members of the public were reluctant to register. However, a number of possible – and in some cases already successfully implemented – benefits were mentioned by the workshop participants:
- Almost all trade fair organizers offer online tickets (and therefore registered tickets) at a lower price. A reduction of 25-30% is common.
- Registration for private visitors should be simpler than for trade visitors. A full postal address can be omitted (the zip code is sufficient if, for example, leads are to be distributed from the exhibitor to a dealer network).
- QR codes at the entrances take visitors directly to the online ticket store.
- Fast Lanes: Visitors with an online ticket can pass everyone else more quickly. Consistent queue management at the cash desks helps with this (on-site buyers should wait at the cash desks for a maximum of 5-10 minutes; if the entrance is empty, the cash desks are closed).
- Visitors can only receive communication during the year if they have registered. However, this must be relevant and offer benefits (e.g. information on discount campaigns).
- Another incentive mentioned by many workshop participants was the category of prize draws (“Have yourself scanned at least at seven stands and take part in the prize draw …”). Some organizers also mentioned “treasure hunts” or “scavenger hunts”, which they have already successfully introduced.
- It has often been noted that the use of vouchers by exhibitors lags behind trade fairs. Here, organizers can offer several services, such as sending vouchers based on an Excel list provided by the exhibitor.
- Some event organizers have had good experiences with the integration of additional services. For example, the price for the checkroom is included in the online ticket or the parking ticket (and a parking space reservation) can only be booked online.
- Some trade fairs have had good experiences with special zones or side events that can only be entered after scanning a badge. Pre-openings can also be mentioned in this context.
- In this context, experiences were also discussed as to whether badge printing stations should also be positioned in the halls in addition to the entrances. Some had also had good experiences with exhibitor check-in.
Summary
All workshop participants agreed that it is worthwhile and desirable to increase the rate of registration and, where appropriate, to promote the wearing of badges at B2C events. There was also consensus that there is no “one miracle measure”, but that a bundle of measures should be planned and implemented.
It must be possible to refinance the costs of these expenses with a clear business case.
B2C trade fairs in particular and their visitor behavior have changed since the coronavirus era. Many of them are still a long way from the 2019 figures. Improved marketing measures, proof of success for exhibitors and new added value for visitors could be the key to restoring these events to their former strength.
Source: Fama Trade Fairs and Exhibitions Association
