Travelling exhibitions, touring events and seasonal shows all have a common goal: to encourage the widest possible audiences across the towns, cities and regions they visit.
While these types of events encompass very different operators and audiences they also have another common goal in maximising revenue in each and every stop.
From educational and cultural exhibitions, through to entertainment, agricultural shows and fairs profitability is key to ongoing success, year in, year out.
Often it is a very fine line between fiscal success and failure where operational costs can fluctuate from site to site and uncertainty in audience numbers and expenditure levels.
Bankruptcies and cancellations in these events are high.
What is certain is the need to exhaust each and every revenue opportunity to ensure the best possible outcomes for each and every event.
Until now, the science and technology in marketing behind these events has been limited.
Advertise in the local market and sell as many pre-event tickets as possible.
Then hope that walk up sales are high – and that environmental factors such as the weather and even COVID restrictions fall in favour.
Measures in success are also left wanting in today’s age of technology.
In a world where data is both knowledge and power, travelling exhibitions only have two key metrics: patron numbers and revenue.
And in a transient business where once an event has passed by, any missed opportunities for either are often never had again.
Now there is a new technology revolutionising behavioural data procurement across industry and commerce.
Now, that technology presents traveling event owners and managers with a cost effective solution to really drill down into behavioural patterns and increase revenue at every opportunity.
That technology is Foresense.
The Foresense platform offers an AI powered solution to gain an unprecedented level of insight into patron flow and density and how people utilise and interact with event attractions and facilities.
Foresense simplifies the collection of presence data and the analysis of action – and interaction – onsite in real world settings to provide real-time analytics of foot traffic inside and around any physical location.
In a similar way to how behavioural data is utilised online through careful analysis of aspects such as dwell time, session duration, and unique and return visitations the Foresense platform collects data through a network of sensors integrating with visitors’ smartphones allowing accessibility in real time so highly-informed, proactive decisions can be executed as trends are actually emerging.
With Foresense AI, identify exactly what areas need improvement to make any event, its attractions and its facilities more efficient, profitable and patron friendly.
As a complete journey mapping solution, individual patron data such as total time spent on site,and the breakdown of time spent at different attractions and designated spaces such as food and restroom areas is collected.
This offers a revolutionary new way to guide commercially based decisions with more detailed, quantifiable data to improve operational KPIs and efficiencies. Optimise facility location, layout and design, service provision outlets, signage and staffing levels across peak demand periods.
Additional staff can be deployed when and where they are needed most to reduce waiting times at entrance points, security posts and other crowd bottlenecks to keep movement flowing and alleviate congestion.
The technology only interacts with individual smartphone identifiers alleviating any privacy concerns and completely retaining personal anonymity.