SESSION 301

eTrak Online Session | SEPTEMBER 21, 2017 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Message and MediaAn Overview of Presentation Delivery

and TechnologyTODD SIMON

All Materials Copyrighted by EXHIBITOR Magazine / Todd Simon© 2017 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

9/12/2017

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M301

Matching Message and Media

An Overview of Presentation Delivery and Technology

Todd SimonCMT– Perfect Pitch Productions LLC

Your Presenter:

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Todd Simon is currently the Chief Marketing Technologist at Perfect Pitch 

Productions LLC, a company that specializes in non‐linear, adaptive presentation 

technologies. 

Mr. Simon earned a degree in Psychology from Emory University in Atlanta, GA, with a 

concentration in cogitative processing, human attention and awareness. Having and 

applying knowledge in this area has recently become extremely valuable as the growth 

of information and the diversity of access through technology has increased 

exponentially in the last few years. Using specialized techniques and creativity, Todd 

has successfully designed and implemented highly effective sales, marketing, and 

presentation programs for companies such clients as 3M, Nortel, IBM, RockTenn, 

Freeman, and many others. 

Essential Learning Components

ELC 1 – Why are you messaging anyway……………………………………………….…………

ELC 2 – The importance of a messaging hierarchy……………………………………………

ELC 3 – Determining the best way to present your message ……………………………

ELC 4 – Overview of current presentation hardware & software……………………..

ELC 5 – Applying technology to messaging – using the information…………………

ELC 6 – The rise of the Marketing Technologist …………………………………………..….

ELC 7 ‐ Environmental concerns …………………………………………………………..…………

ELC 8 ‐ “AR, VR, and MR ‐ The Latest Technologies …………………………………………

ELC 9  ‐ Future Trends………………………………………………………………………………………

ELC 10 – Choosing the right technology for your presentation………………………….

ELC 11 – Cost/Benefit Presentation Technology Matrix……..……………………………..

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ELC 1 – Why are you messaging anyway?

To attract?

To educate?

To explore?

To entertain?

One to one?

One to many?

Something else?

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The Challenge: Getting a Response

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AwarenessAwareness

AttentionAttention

FocusFocus

DecisionDecision

ActionAction

Awareness

Attention

Focus

Decision

Action

ELC 2 – The Importance of a Message Hierarchy

Awareness

Entering the hall

Approach the exhibit

Outside the exhibit

Inside the exhibit

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Entering the Hall ‐ Awareness

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Outside the Exhibit ‐ Attention

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Inside the Exhibit ‐ Focus

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ELC 3 –The best way to present your messages 

Conduct an internal message audit

Assess your messaging environments

Analyze your competition and their messaging

Attend trade shows outside of your industry

Create an RFP for creative messaging

Attend presentation technology trade shows

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ELC 4 –Presentation Hardware and Software

Computers

Projectors

Surfaces & Screens

Video Cubes

Wearable Technologies

Interactive Technologies

Push Technologies

Kiosks

AR and VR

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Presentation Devices ‐ Computers

PCs

Tablets

Convertibles

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Computer / Tablet / Smart Phone

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Projectors

High End

Powerful

Micro

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Omnia Nightclub Las Vegas

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Projector Trends

Ultra Compact

More Lumens

Ultra Short Throw

Immersive Displays

Data Storage

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Projectors

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Projection Screens

Larger

Irregular shapes merge with design

Wraparound

3D without glasses

Video Walls

360 degrees

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ProjectionScreens

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Video Walls

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4D Resolution

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Speaking of Resolution…

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Speaking of Resolution…

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HD1920 x 1080 HD

2KHD2048 x 1080

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8K is already here!

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Yours for only $32,000.00 (plus tax)

The Difference ‐

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Projection Mapping

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Monitors

Bigger – 105”

Thinner ‐ < 5mm

Lighter ‐ < 3 Lbs.

Higher Resolution – 4K

Curved

Flexible

Ultra‐wide

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CES 2017

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Ultra‐wide   21:9

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At your neighborhood Costco

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Monitor Trends

Bigger – think wallpaper

Thinner  ‐ think newspaper

Lighter 

Higher resolution

3D

Wider and wider

Disposable

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Industry Investment ‐ $8 Billion

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LEDs and LED Walls

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Surfaces

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Surface Trends

More computer power

Interactive with audience devices

User interfaces 

Multi‐media

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In Exhibits

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Interactive Technologies

Flexible — can be changed relativity quickly

Customizable — you can change the message often

Integrated lead retrieval

Generates detailed analytics and metrics

Tracks what visitors look at and the length of time they spend

Attracts and keeps attention

Web capable

Environmentally conscious

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Holograms – No Monitors!

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Presentation Hardware Devices ‐ Wearables

Google Glass

Smart Bracelets

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Connectivity

Blue Tooth

RFID

WiFi

Casting

Internet of Things

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Presentation Software Overview

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Types of messaging software available

Linear Slide Presenters

Dynamic Content Presenters

Customer Driven Platforms

Integrated Platforms

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Linear Presentation Software

Ideal in one‐way presentation mode (seminars)

Difficult to move away from developed content

Not very responsive to audience questions

Will be 30 years old in 2017

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Dynamic Presentation Software

Easy to move to ‘contextual’ content

Follows customer conversation without interruption

Integrates many tools

Trending now

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ELC 5 – Applying technology to messaging

Simulators

Audience Interaction

AR & VR

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Simulators

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Simulators – Pros and Cons

Highly Immersive

Very dynamic

Excellent audience capture and message delivery

Expensive

Usually heavy (drayage)

Difficult to change presentations

Finicky – should have a tech on hand

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ELC 6. The Rise of the Marketing Technologist

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The Rise of the Marketing Technologist

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Now more than ever, how things are delivered now is almost as important as the content that being delivered.

“The Medium is the Massage…”Marshal McLuhan  1967

Marketing Technologist Resume

• Deep understanding of Technology

• Deep understanding of Data Analytics

• Coupled with a Creative Mindset

• Marketing and Information integrator

• Aligning marketing technology with business goals and serving as a liaison to IT, evaluating and choosing technology providers.

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ELC 7 – Environmental Concerns

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Lighting

Shadows

Columns

Ceilings

Noise

Sight Lines

Lighting

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Solution – Control the Light

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Columns (Columes)

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Ceiling Height

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Ambient Noise

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ELC 8 – Integration Examples

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Integration Examples

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Integration Examples

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Augmented, Virtual, and Mixed Reality

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ELC 8 ‐ The Latest Technologies

4000+ message impressions a day for the average person.

Everyone is getting digital savvy – chunking and relevance.

Importance of getting through media fog.

Metrics driving budgets – so design to get metrics on your deployments.

Digital Evolution and Attention

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Augmented/Virtual Reality Revenue Share 2020F

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Interactive Multi-media messaging with touch screen and immersive content, context, and measurement.

Flexible presentations – presenter/attendee control

Attendee self-service multi-purpose kiosks

Surveys and Audience Response – get immediate feedback adjust for relevance!

Low Budget Solutions – Under $10K

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Low Budget Solutions – Under $10K

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Digital Messaging

Interactive Digital Guide

Photo Booth + camera traffic

analytics

Charging Station

Multi‐purpose Kiosks

Low Budget Solutions – Under $10K

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Beacons and Proximity Messaging -

Product messaging

Attendee tracking

Booth staff and SME tracking

Augmented Reality

Interactive Games with Leaderboard and giveaways

Medium Budget Solutions – Under $25K

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Beacons and Proximity Messaging

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42” interactive spin game built into table top

Crop Saver game for Bio Technology booth

Carbon footprint games at World of Coke

Interactive Games

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3D without glasses

Virtual Reality Experience

Use cases:

Product demonstrations

Company and product branding & tour

Virtual tours

Games to reinforce products and services

Big Budget Solutions – Over $25K

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WOW your customers by turning 3D animations and video objects popout of the screen with special effects on a 3D screen without glasses!

3D without glasses

3D Screens Without Glasses!!

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Augmented Reality

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Virtual Reality (VR), which can be referred to as immersive multimedia or computer‐simulated life, replicates an environment that simulates physical presence in places in the real world or imagined worlds. Virtual Reality is often used to describe a wide variety of applications commonly associated with immersive, highly visual, 3D environments. Solutions for the corporate marketplace, enhances the user experience for brands, product launches, training, virtual tours of facilities and venues, and capturing events for a virtual experience.

Virtual Reality & 360 Experiences

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ELC 9 ‐ Future Trends in Presentation Technology

Complete Immersive Experiences – Holodecks

More customization

Access to Big Data

Predictive Technologies

IoT

Bio Integration

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Internet of Things (IoT)

Gartner – predicts businesses will double spending on IoT units from $767 Billion to $1.4 Trillion by 2020

Every physical item produced in 20 years will have a chip implanted in it.

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Bio integration

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Already here… Body Hacking

Employees who have the rice‐grain‐sized RFID chip implanted between their thumb and forefinger can then use it "to make purchases in their break room micro market, open doors, login to computers, use the copy machine…

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For employees not prepared to implant a chip in their bodies, the company is offering two other options – the same technology, placed in a wristband or a ring.

ELC 10 – Choosing the right technology for your presentation.

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EDUCATE

Seminars / WebinarsSocial Media

White PapersTraining

Test RidesTrials

EvaluationsDemonstrations

GalleriesAR and VRGaming

GamingSimulations

AR and VR

SIMULATE

ENTERTAIN

ESTHETIC

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ELC 11 – The Presentation Technology Cost/Benefit Matrix

Technology Development Deployment Onsite Updating

Number of Products/Vendors

Effectiveness Cost

Print Easy Very Easy Easy Very Many Weak $

Digital Signage SomewhatEasy

SomewhatEasy

Easy Many Moderate $

Projected Audio/Video

Moderately Complex

ModeratelyComplex

Difficult Several Moderate $$

Interactive Somewhat Easy Somewhat Easy Easy Several Strong $$

SurfaceTechnology

Moderately Complex

Complex Easy Several Strong $$$

AugmentedReality

Complex Easy Difficult Very Few Strong $$

Holography Very Complex Complex Very Difficult

Very Few Strong $$$$

Virtual Reality Very Complex Somewhat Easy

VeryDifficult

Very Few Very Strong $$$$

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Additional Links

• https://youtu.be/SKpKlh1‐en0 ‐ Microsoft Hololense ‐ Augmented Reality

• https://youtu.be/2MqGrF6JaOM ‐ Mixed Reality

• https://www.digitaltrends.com/mobile/best‐augmented‐reality‐apps/ ‐ best augmented reality apps.

• https://www.youtube.com/watch?v=EcWhxb77Gug – The Internet of Things

• https://www.youtube.com/watch?v=KopQG9wqG4Y – Projection mapping

• https://www.youtube.com/watch?v=2AiMUum2_aY – Atlanta Hawks Floor Projection

• https://www.youtube.com/watch?v=dpSGbWxjQNw – Beacon Technology

• https://www.youtube.com/watch?v=Ioo7jOqayqI – 3D without glasses

• https://www.youtube.com/watch?v=6k1aJt0s4ck – Best 3D LED installation of 2016

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Q&A

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