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Integrated Digital Experience:
Key Tools to Developing Trade Show and Marke=ng Communica=ons
Strategies
Who Am I?
• Christopher Jus=ce – CEO, Sparksight, Inc. – Event Design and Technology – 2nd =me aIendee at MTO Summit – Background in corporate marke=ng but degree in computer science.
– Started the company to serve a violently spoken need.
Agenda
• AIendee and Industry Snapshot • Engagement Challenges and Strategies • Segmenta=on and Interac=on • Technographic Exhibit Planning • Technology and Futures • Designing Digital Media • Summary and Ques=ons
Changing AIendee Behavior
• An enhanced communicator with unlimited power to influence.
• High expecta=ons of user experience and customer service.
• Accessible and visible with an online persona. • AIendees are spending fewer days at the show.
Event Marke=ng Objec=ves
• Different Tac=cs – Exhibi=on – Corporate – Industry Associa=on
• Marke=ng Focus Points – Pre-‐Event Marke=ng – Concurrent Marke=ng – Post-‐Event Marke=ng
Shocking AIendee Behavior
• The average aIendee crosses the carpet of 5-‐10% of the total exhibits.
• Half of the stops to an exhibit are preplanned. • Most aIendees visi=ng your exhibit expect something for free.
• Most paper collateral is discarded as collected.
What is working?
• Content-‐based tac=cs • Free • Experien=al • Entertainment • Advocacy • Rela=onship and dialog
New Approaches to Engagement • Mo=vate AIendees
– Target a specific audience and target aIendee. • Focused Content
– Filter content so visitors are not bombarded with informa=on overload.
• Immersion – Engage visitors within a “story”.
• Modularity – Present smaller themes instead of one larger complex topic.
• Skimmability – Informa=on should be easy to take in because visitors are o^en standing and/or have different levels of educa=on.
New Approaches to Engagement (cont.)
• PaIerns – Incorporate traffic paIerns and exhibit sequence paIerns.
• Capture Curiosity – Use storytelling techniques to engage visitors.
• Interac=on – Give visitors a “fun” experience and encouraging them to touch your
event/exhibit/conference.
• Integrate Technology – Technology should enhance visitor’s experience, not detract from it.
• Layer Content – Present informa=on in a hierarchical manner.
Exhibit AIendee Strategy
• Biographical • Demographic • Psychographic • Lifestyle • Technographic – based on their ownership, use paIerns, and ahtudes toward informa=on, communica=on and entertainment technologies.
Event Technographics • Consumers
– Seeking informa=on and valida=on and deep educa=on. • Buyers
– Refining brand decision and purchase plan. • Sales and Biz Development
– Promo=ng and connec=ng opportuni=es. • Media/Press/Cri=cs/Amplifiers
– Repor=ng and delivering informa=on. • Spectators
– No inten=ons but influen=al in brand reputa=on. • Seekers
– Need focused – jobs opportuni=es, connec=ons, industry educa=on. • Inac=ves
– Those bodies that consume space and want the t-‐shirt.
Applying Technographics to Event Marke=ng
• The intersec=on between exhibit marke=ng and digital marke=ng has happened. – Tradi=onal techniques are s=ll used but have decreased in reach and increased in cost.
– The event organizer will not provide digital tac=cs for the exhibitors. We must lead them.
– The exhibit house and decorator do not yet understand the integra=on of digital and environment exhibit elements.
Digital Event Media Taxonomy
• Email marke=ng • Websites • Micro-‐sites • Touch screen kiosks • Social media • Online video • Webcasts • Mobile Applica=ons
– iPhone/BB/Android
• Blogs • Online adver=sing • Virtual events • Live broadcasts • SMS/MMS/Text • Online games • RSS and Syndica=on • Virtual Worlds • RFID
Online video is increasing. Social media has a place but requires planning to achieve results. Mobile applica=ons will have segmented appeal.
Source: CEIR Digital + Exhibi=ng Marke=ng Insights 2010
Tac$cs by U$liza$on
Tac$cs by Spend
Exhibit Interac=on
• AIendance • Exhibit Size • Loca=on • Direc=on • Display points • Interac=on Points
Redefining the Event Plan
• Designing for results and experience – What event elements are for exis=ng customers? – What experience for the brand ignorant aIendees? – How do you provide con=nuity from the event to the desktop – to the device?
– When does the interac=on begin? – How and when do leads get processed? – Timeliness means gehng more real-‐=me.
Impact of Digital Marke=ng
• Exhibits are redesigned with technographics in mind.
• Exhibitors will ask more from exhibit houses and decorators to provide digital media strategies.
• Exhibitors should demand more of event registra=on and lead management products. – Pre-‐event, during and post event access.
The Key to BeIer Exhibits and ROI
• Integra=ng the exhibit experience with the registra=on and lead capture.
• Bar codes, magne=c stripe and other legacy systems should be re=red.
• RFID – Reduces cost and increase quan=fiable metrics from the event.
– Allows for the integra=on of aIendee informa=on into the exhibit.
Digital Exhibit Design Plan
• Educate • Validate • Entertain • Environmental – Noise – Light – Movement
Technographic Exhibit Design
Define BeIer Digital Interac=ve Points
Interac=on
Print on Demand
Touchscreen with RFID
Touchscreen Kiosk Lead Collec=on
Interac=vity
Touchscreen Technologies
• Resis=ve – Cost effec=ve, plas=c over glass
• Surface Acous=c/Bending Wave – Cost effec=ve, well established
• Op=cal – Cost effec=ve for large sizes, light sensi=vity
• Capaci=ve – High cost for large sizes, mul=-‐touch capable
Digital Kiosks
Integra=ng the Exhibit with Digital Media
• Registra=on Systems • Paper and Manual Lead Capture • Customer Rela=onship Management • RFID • Integra=on of interac=ve displays and aIendee data.
• Personaliza=on of exhibit experience to each aIendee.
Integrated Stand Alone Lead Capture
Sehng Metrics
• Specific and quan=fiable: – Total number of visitors to your booth – Booth visitors by target audience (by accounts, by industry, by =tle, etc.) – One-‐on-‐one mee=ngs with key accounts – Number of qualified leads z Lead quality mix (percent of A, B, C leads,
etc.) – Lead mix by technographic /Lead mix by the day and hour of the show – Amount of media coverage received
• Every event is a reason to launch….something. – Percentage increase in your company and/or product awareness – Numbers of aIendees exposed to your demo or live presenta=on – Number of ques=onnaires completed by target audience – Number and quality of strategic alliances confirmed with other exhibi=ng
companies
Summary and Ques=ons