With over $15.7 billion in sales in 2019, trade fairs are one of the most lucrative conventional marketing tactics in the United States. People attend trade exhibitions to learn about new products and services, but they also come to spend money. When it comes to getting your business spotted in a huge venue at a forthcoming trade show, there's a lot you need to know before walking in.
Why Is Foot Traffic Important For Trade Show Event Planners?
A great way to determine how successful an exhibition or trade show event was for your company is to get a real-time analysis of the foot traffic your booth received. It can help you understand which part of the booth received the most traffic and why—receiving a thorough assessment of how, when, and where your trade show received most of its footfall can help you know how to plan your exhibition for the following year.
Vendors, sponsors, and the trade show hosts all benefit from accurate traffic measurement. Relying on hand counters at the doors or ticket check-ins and on-site ticket sales can only provide a rough approximation, especially if you have various ticket alternatives.
Exhibitors, as well as trade show organizers, need to be able to measure attendance accurately.
With so many things on your plate, how can you do it correctly? Of course, with the help of technology.
Let FastSensor introduce you to the concept of heatmaps in assessing corporate booths, trade shows and live events.
What Are Heatmaps?
A heatmap is a visual representation of the traffic flow assessment of a trade show, in which the different attributes are displayed as colors. Different colors are used to depict data in a heatmap for trade exhibitions; darker shades of the same color represent more crowded areas in that particular region, while lighter shades represent less crowded ones.
For example, in a trade show booth or event, the exhibits that received the most attention would be a rich, dark red, whereas the portions that received less attention would be colorless or pink.
Heatmaps are useful because they provide an instantaneous and comprehensive picture of a topic. Unlike charts and tables, which must be analyzed or studied to be appreciated, heatmaps are simple-to-read, data visualization tools that are self-explanatory.
Trade show organizers may also find heatmaps to be more user-friendly. Because they are more visually accessible than standard data formats, they assist consumers who are not interested in interpreting vast amounts of data.
Heatmaps will show you where attendees congregated and how they moved across your location. The heatmap's colors represent the amount of foot traffic within a specific period. For example, red zones are usually the most popular, whereas green areas have less traffic.
Heatmaps Help You Analyze Traffic Flow In Real-Time
Optimize traffic flow, design the ideal position for a live demo or presentation, and alter marketing efforts to attract more people, increase sales, and even plan next year's event using precise, real-time insights.
With FastSensor's heatmapping technology for booths, trade shows and live events, you can receive thorough data based on location and behavior. You can also receive detailed information about traffic density and flow.
Heatmaps Help You Understand Attendee Behavior
On the other hand, heatmaps can provide event planners with more information than just statistics and traffic movement. They can also tell you how long someone has been in a given location. This information allows you to determine which items, demonstrations, or exhibits your guests are most interested in, and can be evaluated hourly to determine how traffic varied and progressed throughout the day.
Heatmaps Help You Plan Where To Build Desirable Zones
More than just statistics and traffic movement can be learned from the heatmap by planners. Heatmaps can reveal how long someone spends in a given location, allowing you to track their interests. The statistics can be reviewed hour by hour to see how traffic varied and progressed during the exhibition.
Heatmapping also assists event planners in determining which locations are the most valuable because they attract the most attention.
It's simple to build desirable zones that exhibitors would pay top dollar for using data on traffic patterns.
Heatmaps Help You Plan Where To Reinvest
Providing accurate traffic data to trade show organizers and suppliers might be the difference between them continuing to invest and seeking other places to spend their marketing efforts. As vital as those counts are, there's no reason to waste employee time on them; instead, use a technical solution, such as FastSensor's geolocation analytics with heatmaps, to automate the process and ensure high accuracy.