A Need for Data
International Roofing Expo attendees come from a variety of backgrounds, educations, geographies, and job functions. The architects, contractors, developers, and engineers and other industry professionals have specific—and diverse—interests and needs. So Johns Manville needed to create an engaging, interactive experience for the tradeshow floor that quickly led each attendee to product information that was relevant to them. At the same time, they needed to collect attendee contact information in order to facilitate a post-show follow-up strategy—more than just educating and entertaining, the experience had to collect data.
Funneling Leads Through Gamification
The Matrex PerformanceScience® team created “Roofolution”—a game, education system, and registration tool all in one. Attendees were beckoned across the tradeshow floor by colorful moving graphics on a six-foot-tall glowing “blade” of glass. They could then play the multi-touch interactive game, where users created their own roof system as quickly as possible. Each user was guided through a series of questions that channeled them to products specific to their business, and over 500 products used in the game were tailored to their field of interest. An iPad was given out at the end of each show day to keep attendees coming back to the booth to check their score on the leaderboard.
Double the Leads
Lead capture numbers increased twofold over previous years, and average engagement time clocked in at 7:18. Slick animations on the gleaming glass screens and high-end tech giveaway drew great crowds, and all the while Johns Manville was capturing industry professionals’ contact information and areas of interest to use for follow-up contact after the event. In fact, Roofolution was such a success that Johns Manville brought the experience to shows after the International Roofing Expo.