29SAYI-DERGI
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Köşe Yazısı / Column<br />
Let’s just be frank right now. While agencies are preparing<br />
a presentation for a customer and while employees<br />
are preparing a presentation to their managers, if they<br />
cannot calculate a metric, they don’t round it up, they just<br />
throw in a tricky number.<br />
I thought this situation was only in advertising industry.<br />
You spare millions for an ad campaign and you gather a<br />
meeting to review the results. The ones, who realize most<br />
of the things weren’t measured, try to stay calm by drawing<br />
sketches on their notebook or bite their nails.<br />
Well, the same thing is happening in MICE industry too. I<br />
realized that most of the big events don’t get measured at<br />
all and the organizers try to calculate the number of attendees<br />
by trying to work it out with poor-quality numerators.<br />
In addition, I saw some turnstiles which are easily opened<br />
with a cigarette pack barcode.<br />
And there are also some turnstiles which doesn’t need any<br />
barcodes.<br />
I heard about the ones who thought they were receiving<br />
an RFID registration pass system, but desperately gave certificates<br />
when they realized one person can go in with ten<br />
other people’s badge in their pocket.<br />
I don’t really know what else I’m going to see and be shocked<br />
about.<br />
However…<br />
If you read this piece thus far, let’s talk about what should<br />
be done to fix this.<br />
Know Your Participants<br />
It doesn’t matter if you’re<br />
planning a congress,<br />
conference, summit,<br />
meeting, festival,<br />
exhibition or something<br />
else.<br />
Your main goal<br />
should be pleasing<br />
your attendees,<br />
right?<br />
Are they coming<br />
back next year? Are<br />
there groups which<br />
have the same qualities? If you’re organizing<br />
more than one event, what is the attendee transition<br />
between them?<br />
Aren’t you curious about the answers of these questions?<br />
I really would like to know the thoughts of the exhibition<br />
organizers and single-day summit organizers. Let’s say<br />
that you receive a report on the number of attendees. Trust<br />
me when I say this, the possibility of that number being<br />
true is the same as the possibility of humanity moving to<br />
Saturn in 2019.<br />
Save Your Budget<br />
Making next year’s attendee plan all over again, trying to<br />
search for the target audience and spending more money<br />
on additional ads… Do you really need these?<br />
You can use software which lets you know your attendees,<br />
analyze them and segment them in a very easy way. Trust<br />
me, the budget you spare for the right software and technology<br />
will save your budget a lot more. In addition, you<br />
can get more revenue by using that budget for ads.<br />
Know What’s Happening at the<br />
Moment with Real Time Reports<br />
By the right analysis, you can receive information not after<br />
the organization, but right at that moment. It will be possible<br />
to share social media content, change the schedule<br />
and calculate the cost accordingly.<br />
By knowing which speakers are listened to the most and<br />
which stands are more popular during the exhibition, you<br />
can develop your event for the next year.<br />
In Short: You Don’t Need<br />
Tricky Numbers Because<br />
It’s Easy to Get the<br />
Real Data<br />
By the way, I’m back on Twitter. I will<br />
start sharing about practical information<br />
and technological developments<br />
really soon. You can find me<br />
on Twitter now. Lastly, when you<br />
add me from LinkedIn, please reach<br />
out to me by letting me know that you<br />
read my article.<br />
201
Change language