There are many solution choices for developing marketing communications and trade show and event strategies. What technology framework should exhibitors be considering in the design of their tradeshow floor technology? What is the best process for identifying and selecting the best solutions? This session provides the building blocks, how to identify the best tools, and how they can help your company achieve its business goals on the tradeshow floor.

1. Integrated
Digital
Experience:
Key
Tools
to
Developing
Trade
Show
and
Marke=ng
Communica=ons
Strategies

2. 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.

3. 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

4. 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.

5. 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

6. 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.

7. What
is
working?
• Content-­‐based
tac=cs
• Free
• Experien=al
• Entertainment
• Advocacy
• Rela=onship
and
dialog

8. 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.

9. 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.

10. Exhibit
AIendee
Strategy
• Biographical
• Demographic
• Psychographic
• Lifestyle
• Technographic
– based
on
their
ownership,
use
paIerns,
and
ahtudes
toward
informa=on,
communica=on
and
entertainment
technologies.

11. 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.

12. 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.

13. 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

14. 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

15. Tac$cs
by
Spend

16. Exhibit
Interac=on
• AIendance
• Exhibit
Size
• Loca=on
• Direc=on
• Display
points
• Interac=on
Points

17. 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.

18. 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.

19. 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.

20. Digital
Exhibit
Design
Plan
• Educate
• Validate
• Entertain
• Environmental
– Noise
– Light
– Movement

21. Technographic
Exhibit
Design

22. Define
BeIer
Digital
Interac=ve
Points

23. Interac=on

24. Print
on
Demand

25. Touchscreen
with
RFID

26. Touchscreen
Kiosk
Lead
Collec=on

27. Interac=vity

28. 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

29. Digital
Kiosks

30. 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.

31. Integrated
Stand
Alone
Lead
Capture

32. 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

33. Summary
and
Ques=ons