It is also important to understand that not all visitors are in the same phase of the buying journey. This is even true of multiple visitors from the same company. Your engagement plan has to consider this dynamic and not only disseminate the appropriate information but also capture your customers’ responses so that clear next steps and follow-up are determined.

Paco Underhill is a well know environmental psychologist, author of, Why We Buy, and the founder of market research and consulting company, Envirosell. Focusing on the retail environment, Mr. Underhill studied buyer experience and the psyche during the buying journey. He understood that different factors played a part in the buying discussion and which of those factors helped drive customers to a buying decision. We know that a solid event strategy can guide a visitor to experience a positive engagement, moving them toward a positive outcome. Ask yourself, how do your SMEs connect with your visitors? What is the visitor seeing, sensing, and feeling when entering your exhibit? Understanding your visitors’ needs is vital to planning a positive visitor journey.

We have worked with many industries and have a pool of knowledge that can assist you in planning and executing a successful live event. We are happy to have a discussion about your program and its engagement strategy.