Gamification is the application of game-design thinking to non-game applications to make them more engaging. More than "badges", more than loyalty, more than swag incentives, gamification taps into the heart of the customer. It gives them a reason to get involved with your brand - and each other. Using case studies of actual trade shows and events with BoothTag, the presentation demonstrates an approach to customer engagement that delivers measurable inbound traffic and primes the pump for sales. You'll wrap up with a fresh approach to attracting, motivating and retaining customers and influencing their behavior.

1. Gamification
Priming Your
Market For Sales

2. Gamification is a business strategy
that applies game design techniques
to non-game experiences to drive
user behavior.

3. What’s The Problem?
• Low participation
• Low interest
• Undocumented ROI

5. What Gamification Is Not
Gamification != Games
Gamification != Sham Incentives
Gamification != Playing for Prizes

6. Gamification = Motivators
Autonomy
Mastery
Relationship
Purpose
Progress

7. Think “Ordinary Heroes”
Leverage existing key
elements of your product or
service to integrate
gamification features.

8. Elements of Gamification
• Activity/Participation
• Achievement
• Recognition
• Reward

9. Why Should You Care?
• Powerful dynamic among participants
• Planning > Experience > Activity > Measurement

10. Gamification > Marketing Framework
BoothTag Marketing Framework
• Personalization • One-to-one marketing
• Player-centric focus • Audience targeting
• Connectivity • Affinity
• Business Tools • Value proposition
• Real-time recognition • Customer engagement
• Feedback • Customer relationship
• Measurement • Marketing metrics
• Lead generation, capture • ROI

11. Powerful dynamic among participants
• Internal
• Customer

12. Case Study
Deliver Traffic. Drive Engagement.
Before After

13. Eco-System
For you:
ATTENDEES
Market space
Target Audience
Distributors
Your brand experience
TRADE SHOW EXPERIENCE
EXHIBITORS PRODUCERS

14. Existing Process
For you:
Channel markets
Distributor communications
Sales call
Customer RFI
Customer Education
Thought leadership

15. Integrated, Multi-Channel
BoothTag/Gamification: For you:
• Website • Website
• Mobile Apps • Mobile Apps
• Print • Print
• Email • Email
• Event • Event
• Person-to-Person • Person-to-Person
• Analytics • Analytics

16. Value Proposition
For you:
• Connecting internal and
external customers with
customers
• Personal relationships
• Thought leadership
• Community

17. “People don’t want to connect
with brands. They want to
connect with each other.
Fascinating companies create
more opportunities for people to
connect with each other; through
the brand.”
— Sally Hogshead, Author of Fascinate
17

18. Measurement and ROI
For BoothTag: For you:
• Pro-active connections • Sales conversation
– People • Company tour
– Exhibitors • Third-party
– Sessions recommendation
– Anything, really
• Product education
• App analytics
• Website analytics
• Timeline playback
• CRM
• Download lists

21. What’s the Difference?
• Personalization
• User-centric
focus
• Connectivity VS.
• Business Tools
• Real-time
recognition
• Measurement

22. A Dozen Things
We’ve Learned

23. People love to compete.

24. It’s not for
everyone.
But most
times it is.
People who People who play People who play
don’t play. just enough. tooooo much.

25. Gamification is not a stand-alone.

26. Privacy is important.
So is voluntary participation.
What was your value proposition again?

27. Goals need to be clear.
External = rewards, recognition
Internal = interpersonal connectedness in
business relationships

28. Engaged = Responsive
Competition changes the energy.
Smart marketers use it to focus activity.

29. Time matters.
Higher adoption occurs with
time-based urgency or immediacy.

30. People do business with people.

31. ___________ are (not) lazy.
• Exhibitors
• Distributors
• Attendees

32. Tools get used in different ways.
And that’s good.

33. Communication is critical.
Before, during and after. Anything.

34. Personal attention wins.
Customer service is king.

35. Lucky 7 Success Factors
• Clearly state goals
• Create value with existing offerings & product
• Consider your eco-system
• Meaningful recognition and reward for action
• Be your best, real, engaged self
• Put skin in the game
• Measure and respond, but let them play

36. Discussion

37. Be the feedback loop. Thank you!