A real estate education company - Flipout Academy, was to looking to increase their brand awareness, generate leads, & drive foot traffic to their booth for an upcoming local home show. PhysX Analytics met this request by providing end-to-end service that deployed beacon technology for data collection, sent push notifications to mobile devices for call-to-actions, & analyzed the results for presenting to the digital marketing manager. This report details the results of that campaign.

1. Buffalo Home Show​ | ​Proximity Marketing
by
Icon made by Eucalyp on ​Flaticon
PhysX Analytics
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2. TABLE OF CONTENTS
EXECUTIVE SUMMARY​ ………………………………………………………………………………………………………………………………………………………….. ​3
Maximum Attendees Reached by Hou​r​……………………………………………………………………………………………………………………………………... ​4
Top Recommendations​…………………………………………………………………………………………………………………………………………….…………..​ 5
Client Profile
Landing Page
Beacon Insights
DIGITAL MARKETING & MEASUREMENT MODEL​……………………………………………………………………………………………………………………………​ 6
Assumptions
BRAND AWARENESS​……………………………………………………………………………………………………………………………………………………………...​ 7
Initial Meeting
Attendees Reached by Weekend​ ​……………………………………………………………………………………………………………………………………………. ​8
Attendees Reached by Day​ ​………………………………………………………………………………………………………………………………………………….. ​9
Attendees Reached by Hour​………………………………………………………………………………………………………………………………………………… ​10
Key Considerations​……………………………………………………………………………………………………………………………………………………………. ​11
LEAD GENERATION​……………………………………………………………………………………………………………………………………………………………… ​12
Landing Page​…………………………………………………………………………………………………………………………………………………………………... ​13
CUSTOMER TARGET PROFILE​…………………………………………………………………………………………………………………………………………………. ​14
References​……………………………………………………………………………………………………………………………………………………………………... ​16
RECOMMENDATIONS​…………………………………………………………………………………………………………………………………………………………….. ​17
Digital Marketing & Measurement Model
Giveaway & Promotional Marketing
Mitigate Key Considerations
Suggested Improvements​……………………………………………………………………………………………………………………………………………………... ​18
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3. EXECUTIVE SUMMARY
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4. Maximum Attendees Reached by Hour
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5. Top Recommendations
1. Define targets for key performance indicators and collect
demographic data from booth visitors to define success / failure as
well as customer segment.
2. Consider tailoring future giveaways with professional football or
baseball merchandise to increase attendee participation.
3. Utilize the booth as a focal point-of-sale between push notifications
and email capture to better explain the marketing offer.
Client Profile
A 31 - 54 year old who’s married, lives in the suburbs, and owns their home.
They’re likely to earn a household income of $55,604 or more, possibly
working in construction or FIRE careers. Both are probably seeking to do one
or more flips annually, and make large equity spreads per deal. This person
is likely to conduct 80% of their project's research on a smartphone, with
65% of them learning using how-to videos on YouTube, and over 70% being
active on Facebook.
Landing Page
The lead generation campaign resulted in acquiring 160 emails, reaching
about ⅓ of 1% of total attendees, or about 340 less than
in 2017. Of the 160 emails collected, four attendees specifically mentioned
seeing the push notifications, while open rates were about 29x less than the
average Android user. Hence, the ability of beacons to convert attendees into
email captures was only 2.5%. However, the most likely reason for this poor
adoption was a misunderstanding of how attendees responded to
hyperlinked notifications.
Beacon Insights
The brand awareness campaign revealed that the first weekend of the home
show had the greatest total, average, and maximum attendees reached
versus the second weekend. Interestingly, the most number of attendees
were reached from 10:00 am until 12:00 pm on Sundays, from 12:00 pm until
8:00 pm on Saturdays, and between 3:00 pm and 5:00 pm on Fridays. Lastly,
the iBKS beacon reached the greatest number of attendees for both
weekends, on any day, and across all hours. Attendees reached peaked by
1:00 pm and slowly declined until 5:00 pm, while maintaining a higher
maximum and average hourly reach over all other beacons.
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6. DIGITAL MARKETING & MEASUREMENT MODEL
Assumptions
The visualization above represents a framework that was used for contextually marketing beacon technology. It focuses on three concerns: acquisition, behavior,
and outcomes. The underlying assumption was that attendees have Bluetooth & location services turned on, read push notifications, and respond to
call-to-actions. Flipout Academy broadcasted these notifications to attendees’ smartphones with the expectation that they visited their landing page and submitted
their email address for an iPad giveaw
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7. BRAND AWARENESS
Initial Meeting
Before deployment, it was decided to A/B test each beacon using unique hyperlinks.
Each one was customized and shortened using Bitly. All hyperlinks redirected to Flipout
Academy’s landing page, which displayed their booth’s location and autoresponder.
This served as the foundation for analyzing both beacon and landing page
performance. Initially, we also targeted six areas of interest for beacon placement.
However, the stage and design home feature - indicated by the stars on the map to the
right, were excluded due to the overlapping geofence of iBKS.
INSIGHT​ - ​Beacon traffic analysis revealed that as attendees entered the convention center and waited to
purchase their tickets, they were likely observing the venue, talking to each other, but not viewing their
phones. Attendees then entered the upper level using the left escalator, which was closest to the ticketing
booth and Ice, giving them just a few moments to view their phones. Once on the upper level, they likely
viewed iBKS notifications multiple times, since it’s location benefited from the natural flow of traffic between
the stage and design feature. Upon leaving, attendees then used the right escalator, viewing their phones one
last time as they exited.
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8. Attendees Reached by Weekend
This campaign revealed that Flipout Academy reached the most attendees (3,555) during the first weekend. They averaged about 30 attendees per hour and
reached a maximum of 57 by 1:00 pm on Saturday. However, it’s unclear whether this was from greater show attendance or simply more foot traffic. That said, it’s
possible that the second weekend’s decrease in the number of attendees reached was affected by St. Patrick’s Day celebrations.
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9. Attendees Reached by Day
It was discovered that the most attendees reached were on Sundays from 10:00 am until 12:00 pm. A likely explanation is that they were up earlier because of
Daylight Savings time and rushed to attend on the last day. However, after 12:00 pm until 8:00 pm - with the exception of 6:00 pm, Saturdays were the day that the
greatest number of attendees were reached. This is likely due to attendees sleeping-in and doing chores/errands before coming to the show on Saturdays. Lastly,
between 3:00 pm and 5:00 pm was when the most attendees were reached on Fridays. This was likely due to attendees commuting from work to home and then
leaving the Home Show for their late afternoon meal.
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10. Attendees Reached by Hour
During the entire Home Show, the average number of attendees reached per hour was 28, with a maximum of 57 during the 1 o'clock hour on the first Saturday.
That said, the iBKS beacon reached the most attendees (1,925) on any given day across both weekends. It’s notifications peaked by 1:00 pm and slowly declined
until 5:00 pm, yet it maintained a higher maximum (57) and average (32) hourly reach than all other beacons. This is likely attributed to it being located at the
booth, which served as a destination point for the other beacons and benefited from the natural flow of foot traffic.
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11. Key Considerations
● A major concern was that Bitly didn't differentiate between unique and multiple clicks. Thus, it’s highly probable that a single attendee was counted multiple
times from the same device.
● Also, there were clicks observed both before and after hours, most likely coming from event staff and vendors. However, if they were present during show
hours, they also influenced the number of attendees reached.
● Lastly, Bitly only provided a graph of each hyperlink’s hourly clicks, rather than individual data points. Thus, the total number of attendees reached for each
beacon were estimated using these graphs
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12. LEAD GENERATION
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13. Landing Page
This campaign was intended to get attendees to visit Flipout Academy’s ​landing page​ and capture their email. They harnessed a singular, captive audience with
incentives to come visit their booth. This was achieved using Bluetooth beacons to passively reach attendees at their point of engagement. However, the two most
likely reasons for its poor adoption were: 1) A misunderstanding of how attendees responded to hyperlinked notifications. 2) Missing a landing page summary that
explained the company's marketing offer. Despite this, reaching just one person that resulted in a sale, would’ve yielded a massive return on investment given its
low cost of deployment.
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14. CUSTOMER TARGET PROFILE
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16. References
● Blomquist, Daren. “The Home Flipping Pyramid.” ​ATTOM Data Solutions​, 16 Mar. 2018, ​www.attomdata.com/news/data-lab/the-home-flipping-pyramid/​.
● Diehl, Emma. “Are Home Depot and Lowe's Shoppers One and the Same?” ​Civic Science​, 26 Apr. 2018,
www.civicscience.com/home-depot-lowes-shoppers-one/​.
● “Infographic: 2018 Member Profile First Look.” ​National Association of Realtors​, 2018,
www.nar.realtor/infographics/infographic-2018-member-profile-first-look​.
● Karner, Terrance. “Smartphone Penetration’s Increasing Fastest Among Older Americans.” ​Marketing Charts​, Deloitte, 22 Nov. 2017,
www.marketingcharts.com/digital/mobile-phone-81357​.
● Levinson, Sean. “The Differences between Android and IOS User Behavior.” ​Pure Digital​, 6 June 2016, ​www.puredigitalco.com/2016/06/06/4078-2/​.
● Sukys, Jean. “Buffalo Home Show Profile.” ​Buffalo Home Show​, Marketplace Events, 2018, ​www.buffalohomeshow.com/looking-to-exhibit/show-profile​.
● Vizzaccaro, Vince. “Operating System Market Share.” ​Operating System Market Share​, Net Market Share, 2017,
www.netmarketshare.com/operating-system-market-share.aspx​.
● “What's Your House Flipping Profile?” ​Connected Investors​, 23 July 2018, ​www.connectedinvestors.com/blog/house-flipping-profile/​.
● Williams, Zach. “Building Materials Marketing Strategy.” ​Venveo​, 2018, ​www.venveo.com/diy-consumer-marketing-trends-report​.
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17. RECOMMENDATIONS
Digital Marketing & Measurement Model
First, there weren’t any defined targets for the client’s key performance
indicators at the initial meeting. Hence, this report has Attendees Reached
and Email Signup numbers without context. This resulted in not knowing
what success or failure looks like for either campaign. Second, there wasn't
any basic demographic information collected from past sales or booth
visitors. This would’ve clearly defined a segment of persons, attributes, and
behaviors for further analysis. Third, there was also a failure to identify
attendees who viewed the notifications and visited the booth, but didn’t
mention them. Lastly, it wasn’t realized that attendees would come to the
booth for more information before signing up, rather than visiting the landing
page to do so.
Giveaway & Promotional Marketing
Initially, some attendees responded positively to the iPad giveaway.
However, no email signups resulted from the landing page. Surprisingly,
there was a greater response to free company merchandise rather than the
iPad. This report revealed that attendees were more likely to follow
professional football and baseball rather than technology. As a result, Flipout
Academy acquired only four email signups from visitors who specifically
mentioned seeing the beacon notifications, possibly due to mismatched
incentives.
Mitigate Key Considerations
Bitly’s Enterprise service provides access to downloadable individual bitlink
data. Not only would this have provided exact data points, it would’ve
differentiated between unique and multiple clicks from the same device,
nearly eliminating any upward bias. Also, an adjacent facility - The Hyatt
Regency, was found to also emit Bluetooth notifications, which likely biased
the number of attendees reached by Mint. This could’ve been eliminated
during beacon deployment by walking the facility with our smartphone
services on to detect it and adjusted Mint’s geofence accordingly. Despite
eliminating before and after show data, simply knowing the number of event
staff and vendors would’ve largely mitigated their smartphone’s interference
during show hours by subtracting their numbers from the total attendees
reached.
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18. Suggested Improvements
● Define targets for success / failure for all key performance indicators at the initial client meeting.
● Collect demographic data for previous sales and / or booth visitors to identify customer segment.
● Enroll in Bitly Enterprise or similar service for precise beacon and web page data.
● Consider tailoring future giveaways to the venue’s demographic to maximize its participation.
● Utilize the booth as a focal point-of-sale between the landing page and email capture.
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