Event Guidance to Monitor Consumer Behavior at Auto Show Exhibit - Event Marketer


Event Guidance to Monitor Consumer Behavior at Auto Show Exhibit

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January 14, 2016 – Troy, Mich. – Event Guidance, a leader in behavioral analytics for touring events, today announced it will monitor consumer behavior for a major OEM exhibitor at the 2016 auto shows in Detroit, Chicago, Dallas, and New York.

Event Guidance will use its Proximity Frame™ technology at the OEM exhibit to determine a value-per-view for each display within the exhibit, maximize the impact of their placement, and optimize supporting resources.

“Proximity Frame allows the exhibitor to gather near-real-time data on visitors, dwell times, return visitors during the day, return visitors day-to-day, attendee flow patterns, passer-byes, and more – for this application, a total of 13 different metrics,” said Kurt Sabin, Director of Business Development for Event Guidance.

“Our client will use what we learn show-to-show in Detroit, Chicago, and Dallas to optimize this year’s New York exhibit,” Sabin said.  “Proximity Frame will then also measure the impact of changes made in New York – all in anticipation of planning the OEM’s displays for 2017 and beyond.

“Display configuration, types of vehicles, vehicle positioning, digital media, interactive displays, staffing.  All things will be in play to improve the exhibit.”

Proximity Frame technology objectively monitors actual consumer behavior, as opposed to relying on subjective eyewitness accounts or consumer surveys.  Event Guidance then reports what it learns in near real-time anywhere in the world.

“More than four in five event marketers cite brand awareness as the top desired outcome for experiential events,” Sabin said. “Our Proximity Frame technology provides unequivocal data on who at a show is looking at what, and for how long.  This is new and invaluable information with which to plan and continuously improve consumer displays going forward.”

Proximity Frame uses multiple WiFi nodes placed in tactical patterns within displays to anonymously monitor attendee smart phones. The nodes gather a continuous stream of data on the number of people that pass by, approach, and move through an event – and in what ways – without ever knowing personal identities.  The software collects, analyzes, and distributes the data through live dashboards.

Event Guidance also offers the single node Proximity Trace™ system, which is typically used to monitor a single display, and the option of monitoring with either system using Bluetooth.

Set-up of either system takes one or two technicians less than a day, and calibration of the event space can be conducted off-site, away from set-up activities.

About Event Guidance

Event Guidance is a division of Graphic Resource Group, Inc., based in Troy, Mich. The company’s behavioral analytics software, Proximity Trace™ and Proximity Frame™, capture consumer behavior by monitoring attendees’ smartphones using WiFi. Privacy is always maintained.  Brands use the data to make informed decisions about their displays, exhibits, and touring events to improve interactivity, engagement, and ROI. GRG has served leading experiential marketing companies for nearly 30 years, and is known for understanding and responding to the needs and vision of the events industry.  For more information visit EventGuidance.com.


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