The Indoor Lab launches all new way for trade show organisers and exhibitors to accurately measure foot traffic and attendee behaviour at events and trade shows
October 31, 2018
Company provides unique new, privacy compliant means for generating leads and extending the relationship between organisers, exhibitors and attendees.
The Indoor Lab has officially unveiled its company and flagship solution, EventAnalyzer, featuring its Brokered Connection engine, which provides a new suite of services designed to generate stronger leads, make better connections between exhibitors and attendees and ultimately drive ROI for everyone across the trade show and event ecosystem.
Through a proprietary approach to privacy-compliant passive analytics using sensor technology, The Indoor Lab gleans critical insights into event foot traffic and attendee behaviour that event organisers and exhibitors can then use to derive value from their strategies and investments.
Prior to introducing The Indoor Lab, its founders developed and successfully implemented indoor passive tracking solutions for some of the largest retailers, monuments and airports across the United States and Europe. Their proven solutions have tracked more than 100M people annually in real-time.
Through discussions, research and personal experience attending and exhibiting at trade shows, they determined the industry had a significant need for a more robust way to gather information on all of the activities taking place during events. That information can then be analysed, parsed and turned into actionable intelligence that benefits everyone involved in the trade show experience.
Patrick Blattner, The Indoor Lab co-founder said, “With many years of real-time indoor tracking experience under our belts, we are excited to bring that same level of sophistication to the events industry. For years exhibitors have been collecting business cards or scanning badges for lead generation, which are often times lost or not pursued so they never turn into new business. With our patent-pending Brokered Connection™ solution, exhibitors can now rely on a privacy compliant lead generation tool to improve overall reach and generate higher ROI at every event where organisers or registration companies integrate our solutions.”
According to the Bizzabo Event Marketing 2018: Benchmarks and Trends report, the majority (80%) of marketers believe live events are critical to their company’s success, with 50% saying their primary reason for events are lead generation/sales and community building. Yet, without significant ROI stemming from events, attendees are reticent to invest in them.
In line, all trends indicate that trade show and event organisers, exhibitors and attendees are held accountable to deliver more, in shorter periods of time. Organisers need more attendees, exhibitors and sponsors. Exhibitors need to deliver more leads and sales opportunities, and attendees need to show they’ve benefited more from their learnings and meetings at the shows they attend.
The Indoor Lab is working to create new types of benefits for everyone across the event ecosystem. Using their solutions:
- Organisers can provide greater benefits and measurements for exhibitors and attendees, increasing resigns and overall sales.
- Exhibitors receive a full suite of measurements, including passive leads, benchmarks and floor comparisons, helping them to increase demand and better customise future events.
- Attendees receive a summary of their activities, including exhibitors and sessions attended, and can now provide greater input to team members and leadership regarding their learnings and show value.
The Indoor Lab co-founder Patrick Mooney said, “Event organisers and exhibitors are now armed with metrics across the entire show, enabling them to quantify success and improve attendance by providing information that wasn’t available to them before. At the same time, event attendees no longer have to remember where they went, hunt for session documents or write summaries after the show for justification of show value. We provide a personalised snapshot of each attendees’ entire show experience. Our unique approach will truly shape the events of the future.”
Show organisers and exhibitors can learn more about The Indoor Lab solutions during the company’s presentation at Event Tech Live, November 8th in London. And, The Indoor Lab will be the official provider of indoor traffic analytics at the IAEE Expo! Expo! Annual Meeting in New Orleans, LA in December.
By Adam Parry
