We focused on three priorities as we shaped the journey: every data point needed to feed into the final presentation, our tactics had to be realistic for delegates to implement locally, and most importantly, there had to be a clear exchange of value.

It began with an email and pre-event survey, collecting insights on how delegates felt about the event and segmenting them for a personalised goody bag. This early touchpoint helped build engagement from the start.
Next, we needed to identify each delegate throughout the event in a GDPR-compliant way. Their phone became the key. Each delegate received a unique pin to obscure their identity, along with a flyer and an NFC chip inside their goody bag to link their pin to their device. Once logged into the app with the pin, we could track when and how they interacted with physical touchpoints or explored content in the app.

We also included an NFC-enabled lanyard that acted as their pass into the event. As part of the value exchange, we enabled contact sharing through the app. When one delegate tapped a colleague’s lanyard, their contact info popped up with the option to save it directly to their phone.

Throughout the event, we used NFC posters and app-based feedback forms at the end of each talk to build our dataset. This gave us insight into which topics resonated most and how delegates engaged with learning content.

It all led up to the big reveal on the final day. We broke down what we learned from tracking their behaviour, how we exchanged value with delegates, and showed practical examples of how omnichannel strategy could be applied in their local markets.