Case Study: Retirement Villages Association (RVA)

Case Study: Retirement Villages Association (RVA)

CHALLENGE

In previous years traditional ‘speed-dating’ style appointments worked well for the RVA, however after a few years, attendees became increasingly less engaged, and in turn exhibitors received fewer potential leads. RVA needed to be innovative in a way that would encourage attendees to get involved again and add value to the exhibitors. RVA wanted to ensure exhibitors got “as much attention from attendees as possible”.

RVA also recognized a slow uptake of their app in its first year of use, however delegates who used the app found it useful. An opportunity arose for RVA to develop a creative way to encourage uptake of the app in a somewhat tech-resistant demographic.

SOLUTION

RVA encouraged interchanges between attendees and exhibitors by incentivising their app users to engage in the Digital Passport Programme. The programme and other comms channels promoted delegates to scan exhibitor QR codes to reveal questions which delegates were unable to answer without talking with the exhibitor. RVA’s organisers described the activity as “brilliant” at encouraging interaction at their event.

RVA encouraged incentivised participation in the quiz by offering a $5,000 travel voucher to an eligible delegate. To be eligible, delegates had to scan and answer questions from a minimum of 20 of the 26 exhibitor QR codes. Exhibitors covered the cost of the prize in their trade stands as they recognised the benefits the digital passport programme would bring them. 

“We really wanted to do something to lift the game dramatically. The quiz was designed purely so that the delegates actually have to ask the exhibitor for the answer; the answer would be sufficiently interesting for the delegate to say ‘tell me more’. The interaction was higher quality, the novelty of it all appealed to people. The exhibitors loved it, they really did.” John Collyns, RVA Executive Director

RESULT

  • 24% higher app uptake following the introduction of the digital passport programme
  • 43% of all delegates participated in the digital passport programme
  • Each exhibitor received an average of 57 potential leads
  • Higher quality interaction between attendees and exhibitors
  • Exhibitors received higher quality leads

“I know it looks like I’m just going around scanning everyone to go in the draw to win, but I have actually learnt so much about all the products and services the exhibitors offer so it has been great” – Delegate response

“We’re very pleased with how the sponsorship worked for us. I made good use of the app and set up some meetings. I really like the news feed aspect” Sponsor response

“Great way of connecting directly with the delegates and creating a line of conversation” – Exhibitor response

The Retirement Villages Association of New Zealand (RVA) was our first client to use ShowGizmo’s Digital Passport Programme. The integration of the Digital Passport Programme encouraged two-way communication between delegates and exhibitors and produced more higher quality leads.

The digital passport programme is now a staple feature in ShowGizmo and our branded apps.

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