Wayfinding
Left : Digital navigation could be a cure for big event ’ spatial anxiety ’ a drag on NPS ( net promoter score – the go-to metric used to gauge attendee satisfaction at a show ).
And it seems there is growing evidence that spatial anxiety is indeed a concern for largescale business events . At Crowd Connected , we ’ ve spoken to a number of leading organisers who are reporting that they have postevent survey feedback highlighting how challenging it is to navigate the show . As events have grown in size – as CPHI has – this problem has magnified .
Value is only generated when a visitor and an exhibitor are brought together for a meaningful conversation . When that doesn ’ t happen , there ’ s a missed revenue opportunity for the event organiser . anxiety refers to the apprehension experienced when navigating or orienting oneself in a physical space . It tends to be exacerbated in unfamiliar environments – like a mega-expo .
Studies have shown that spatial anxiety can seriously impact a person ’ s experience . In exhibition organiser speak , that might act as
The cost of getting lost Then add in the discovery problem . Typically a visitor will connect with exhibitors who they know are of interest . But there will also be other exhibitors that could have proved really valuable if only the visitor had discovered them .
Research conducted by my company suggests that the “ cost of getting lost ” – as we might term it – is substantial . The global exhibition industry may be leaving $ 26bn on the table each year .
So , poor wayfinding costs money . Fortunately there is a proven , readily-available painkiller . And the prescription can be neatly presented in a simple formula : App + Map + Indoor Positioning = Blue Dot Navigation .
Think Google Maps , but indoors at the event . It ’ s fast becoming a ‘ must-have ’ – the killer functionality within an event app . Indeed , many leading app platforms now offer this as an option , and forward-thinking organisers are rolling it out at their shows .
Tara Dougal , brand and content director for Informa ’ s Pharma division , said : “ We want the best experience for all our exhibitors and visitors at CPHI . Providing best-inclass digital navigation is core to our customer-centric approach .”
CPHI is a monster . But no longer to navigate . EW
www . exhibitionworld . co . uk Issue 6 2024 41