Using Digital to get the most from B2B Exhibitions

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DEER digital presentation on current & emerging digital technologies ideal for getting the most from B2B Exhibitions, both before, during & afterwards

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Using Digital to get the most from B2B Exhibitions

  1. 1. Using Digital to get the most from B2B Exhibitions July 2013 Thursday, 1 August 2013
  2. 2. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  3. 3. 2013 Copyright DEER digital Ltd. 2013 1. Evolution of exhibitions Thursday, 1 August 2013
  4. 4. 2013 Copyright DEER digital Ltd. 2013 1. Evolution of exhibitions 2. Before, During and After the event Thursday, 1 August 2013
  5. 5. 2013 Copyright DEER digital Ltd. 2013 1. Evolution of exhibitions 2. Before, During and After the event 3. So what? Thursday, 1 August 2013
  6. 6. Evolution of exhibitions Thursday, 1 August 2013
  7. 7. 2013 Copyright DEER digital Ltd. 2013 What do delegates want to achieve? (SOURCE: Center for Exhibition Research [CEIR ]) Thursday, 1 August 2013
  8. 8. 2013 Copyright DEER digital Ltd. 2013 What do exhibitors want to achieve? Thursday, 1 August 2013
  9. 9. 2013 Copyright DEER digital Ltd. 2013 What do exhibitors want to achieve? PRODUCT AWARENESS MEDIA EXPOSURE MARKET RESEARCH COMPETITOR INSIGHTS INDUSTRY EXPOSURE BRAND AWARENESS APPOINTMENTS CONTACT DETAILS LEADS SALES Thursday, 1 August 2013
  10. 10. 2013 Copyright DEER digital Ltd. 2013 But...how is performance measured? Thursday, 1 August 2013
  11. 11. Before the exhibition Thursday, 1 August 2013
  12. 12. 2013 Copyright DEER digital Ltd. 2013 Develop a strategy Thursday, 1 August 2013
  13. 13. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  14. 14. 2013 Copyright DEER digital Ltd. 2013 How does this fit into your overall communication strategy? Thursday, 1 August 2013
  15. 15. 2013 Copyright DEER digital Ltd. 2013 What do you want to achieve? How does this fit into your overall communication strategy? Thursday, 1 August 2013
  16. 16. 2013 Copyright DEER digital Ltd. 2013 What do you want to achieve? Who are the target audience? How does this fit into your overall communication strategy? Thursday, 1 August 2013
  17. 17. 2013 Copyright DEER digital Ltd. 2013 What do you want to achieve? Who are the target audience? How will you reach them? How does this fit into your overall communication strategy? Thursday, 1 August 2013
  18. 18. 2013 Copyright DEER digital Ltd. 2013 What about PR? Thursday, 1 August 2013
  19. 19. 2013 Copyright DEER digital Ltd. 2013 Grow awareness Thursday, 1 August 2013
  20. 20. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  21. 21. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience Thursday, 1 August 2013
  22. 22. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience Thursday, 1 August 2013
  23. 23. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience ✓ Reach potential visitors Thursday, 1 August 2013
  24. 24. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience ✓ Reach potential visitors Thursday, 1 August 2013
  25. 25. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience ✓ Reach potential visitors ✓ Offer a reason to visit your stand Thursday, 1 August 2013
  26. 26. 2013 Copyright DEER digital Ltd. 2013 ✓ Reach existing audience ✓ Reach potential visitors ✓ Offer a reason to visit your stand Thursday, 1 August 2013
  27. 27. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  28. 28. 2013 Copyright DEER digital Ltd. 2013 Content Marketing/SEO LONG-TERM Thursday, 1 August 2013
  29. 29. 2013 Copyright DEER digital Ltd. 2013 Paid Advertising + Landing Page MID-TERM Content Marketing/SEO LONG-TERM Thursday, 1 August 2013
  30. 30. 2013 Copyright DEER digital Ltd. 2013 Paid Advertising + Landing Page MID-TERM Paid Advertising SHORT-TERM Content Marketing/SEO LONG-TERM Thursday, 1 August 2013
  31. 31. ! ✓ ✓ Thursday, 1 August 2013
  32. 32. 2o13 Copyright Deer Digital Ltd. 2012 3 steps to Successful PPC Thursday, 1 August 2013
  33. 33. 2o13 Copyright Deer Digital Ltd. 2012 3 steps to Successful PPC 1. Set up Thursday, 1 August 2013
  34. 34. 2o13 Copyright Deer Digital Ltd. 2012 3 steps to Successful PPC 1. Set up 2. Copy Thursday, 1 August 2013
  35. 35. 2o13 Copyright Deer Digital Ltd. 2012 3 steps to Successful PPC 1. Set up 2. Copy 3. Landing Page Thursday, 1 August 2013
  36. 36. 2o13 Copyright Deer Digital Ltd. 2012 3 steps to Successful PPC 1. Set up Visitors 2. Copy 3. Landing Page Thursday, 1 August 2013
  37. 37. 2013 Copyright DEER digital Ltd. 2013 Option 1: Homepage widget to coincide with current events Thursday, 1 August 2013
  38. 38. 2013 Copyright DEER digital Ltd. 2013 Option 2: Use a current page as your event(s) landing page 2. 3. 4. 1. Thursday, 1 August 2013
  39. 39. 2013 Copyright DEER digital Ltd. 2013 Option 2: Use a current page as your event(s) landing page 2. 3. 4. 1. 1. Promotion & Legacy Thursday, 1 August 2013
  40. 40. 2013 Copyright DEER digital Ltd. 2013 Option 2: Use a current page as your event(s) landing page 2. 3. 4. 1. 1. Promotion & Legacy 2. Variety: Format & Type Thursday, 1 August 2013
  41. 41. 2013 Copyright DEER digital Ltd. 2013 Option 2: Use a current page as your event(s) landing page 2. 3. 4. 1. 1. Promotion & Legacy 2. Variety: Format & Type 3. Access Thursday, 1 August 2013
  42. 42. 2013 Copyright DEER digital Ltd. 2013 Option 2: Use a current page as your event(s) landing page 2. 3. 4. 1. 1. Promotion & Legacy 2. Variety: Format & Type 3. Access 4. Contact Thursday, 1 August 2013
  43. 43. 2013 Copyright DEER digital Ltd. 2013 Option 3: Develop a dedicated event page 2.1. 8. 7. 6. 5. 4. 3. Thursday, 1 August 2013
  44. 44. 2013 Copyright DEER digital Ltd. 2013 Option 3: Develop a dedicated event page 2.1. 8. 7. 6. 5. 4. 3. 1. Branding 2. Essential Information Thursday, 1 August 2013
  45. 45. 2013 Copyright DEER digital Ltd. 2013 Option 3: Develop a dedicated event page 2.1. 8. 7. 6. 5. 4. 3. 1. Branding 2. Essential Information 3. Momentum, Intrigue 4. Social Thursday, 1 August 2013
  46. 46. 2013 Copyright DEER digital Ltd. 2013 Option 3: Develop a dedicated event page 2.1. 8. 7. 6. 5. 4. 3. 1. Branding 2. Essential Information 3. Momentum, Intrigue 4. Social 5. Agenda Thursday, 1 August 2013
  47. 47. 2013 Copyright DEER digital Ltd. 2013 Option 3: Develop a dedicated event page 2.1. 8. 7. 6. 5. 4. 3. 1. Branding 2. Essential Information 3. Momentum, Intrigue 4. Social 5. Agenda 6. Taster Content 7. Branded Content 8. Targeted Content Thursday, 1 August 2013
  48. 48. 2013 Copyright DEER digital Ltd. 2013 Organise your staff and content Thursday, 1 August 2013
  49. 49. 2013 Copyright DEER digital Ltd. 2013 OFF THE SHELF TOOL FEATURES Issue Solution Situation Thursday, 1 August 2013
  50. 50. 2013 Copyright DEER digital Ltd. 2013 OFF THE SHELF TOOL FEATURES Issue 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  51. 51. 2013 Copyright DEER digital Ltd. 2013 OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  52. 52. 2013 Copyright DEER digital Ltd. 2013 OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content Bespoke App 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  53. 53. 2013 Copyright DEER digital Ltd. 2013 Inform/Arm OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content Bespoke App 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  54. 54. 2013 Copyright DEER digital Ltd. 2013 Connect Inform/Arm OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content Bespoke App 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  55. 55. 2013 Copyright DEER digital Ltd. 2013 Context Connect Inform/Arm OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content Bespoke App 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  56. 56. 2013 Copyright DEER digital Ltd. 2013 Context Manage Connect Inform/Arm OFF THE SHELF TOOL FEATURES Issue Coordination: Staff & Content Bespoke App 1000’s of looping global energy events Solution Situation Thursday, 1 August 2013
  57. 57. During the exhibition Thursday, 1 August 2013
  58. 58. 2013 Copyright DEER digital Ltd. 2013 Grab attention with product demos Thursday, 1 August 2013
  59. 59. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd Issue Solution Situation Thursday, 1 August 2013
  60. 60. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services Issue Solution Situation Thursday, 1 August 2013
  61. 61. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services "So does everyone else "Minimal engagement Issue Solution Situation Thursday, 1 August 2013
  62. 62. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution Situation Thursday, 1 August 2013
  63. 63. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution Motion Technology Situation Thursday, 1 August 2013
  64. 64. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution 3D Animation Motion Technology Situation Thursday, 1 August 2013
  65. 65. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution 3D Animation Motion Technology Hologram Situation Thursday, 1 August 2013
  66. 66. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution 3D Animation Motion Technology Hologram Gaming Situation Thursday, 1 August 2013
  67. 67. 2013 Copyright DEER digital Ltd. 2013 Showcase your strengths & stand out from the crowd You have a video demo of your products/services ✓Interactive product demos "So does everyone else "Minimal engagement Issue Solution 3D Animation Touch Motion Technology Hologram Gaming Situation Thursday, 1 August 2013
  68. 68. 2013 Copyright DEER digital Ltd. 2013 Winners Board: Application of technology for product demos Thursday, 1 August 2013
  69. 69. 2013 Copyright DEER digital Ltd. 2013 Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  70. 70. 2013 Copyright DEER digital Ltd. 2013 Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  71. 71. 2013 Copyright DEER digital Ltd. 2013 #1. Gaming Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  72. 72. 2013 Copyright DEER digital Ltd. 2013 #1. Gaming Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  73. 73. 2013 Copyright DEER digital Ltd. 2013 #1. Gaming #1. 3D Visualisation Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  74. 74. 2013 Copyright DEER digital Ltd. 2013 #1. Gaming #1. 3D Visualisation Winners Board: Application of technology for product demos #1. Integrated use of digital technologies Thursday, 1 August 2013
  75. 75. 2013 Copyright DEER digital Ltd. 2013 Winners Board: Application of technology for product demos Thursday, 1 August 2013
  76. 76. 2013 Copyright DEER digital Ltd. 2013 #1. Touch technology Winners Board: Application of technology for product demos Thursday, 1 August 2013
  77. 77. 2013 Copyright DEER digital Ltd. 2013 #1. Touch technology Winners Board: Application of technology for product demos Thursday, 1 August 2013
  78. 78. 2013 Copyright DEER digital Ltd. 2013 #1. Touch technology #1. Motion technology Winners Board: Application of technology for product demos Thursday, 1 August 2013
  79. 79. 2013 Copyright DEER digital Ltd. 2013 #1. Touch technology #1. Motion technology Winners Board: Application of technology for product demos Thursday, 1 August 2013
  80. 80. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  81. 81. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  82. 82. 2013 Copyright DEER digital Ltd. 2013 Encourage engagement Thursday, 1 August 2013
  83. 83. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Case Study: Deloitte: Innovation Live Thursday, 1 August 2013
  84. 84. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Social campaign launched to promote Deloitte at World Economic Forum 2013. Case Study: Deloitte: Innovation Live Thursday, 1 August 2013
  85. 85. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive Social campaign launched to promote Deloitte at World Economic Forum 2013. Case Study: Deloitte: Innovation Live Thursday, 1 August 2013
  86. 86. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive Social campaign launched to promote Deloitte at World Economic Forum 2013. Bring social contributions to life Case Study: Deloitte: Innovation Live Thursday, 1 August 2013
  87. 87. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive Social campaign launched to promote Deloitte at World Economic Forum 2013. Bring social contributions to life Case Study: Deloitte: Innovation Live Disseminate Thursday, 1 August 2013
  88. 88. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive Social campaign launched to promote Deloitte at World Economic Forum 2013. Bring social contributions to life Case Study: Deloitte: Innovation Live Continue the conversation Disseminate Thursday, 1 August 2013
  89. 89. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Social Media Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive Social campaign launched to promote Deloitte at World Economic Forum 2013. Bring social contributions to life Case Study: Deloitte: Innovation Live Continue the conversation Feed results into research Disseminate Thursday, 1 August 2013
  90. 90. 2013 Copyright DEER digital Ltd. 2013 Immediate Communication: Apps Thursday, 1 August 2013
  91. 91. 2013 Copyright DEER digital Ltd. 2013 There are 100s of apps which enable you to share content instantly Immediate Communication: Apps Thursday, 1 August 2013
  92. 92. 2013 Copyright DEER digital Ltd. 2013 There are 100s of apps which enable you to share content instantly 3 Types of Apps suitable for use at Exhibitions Immediate Communication: Apps Thursday, 1 August 2013
  93. 93. 2013 Copyright DEER digital Ltd. 2013 There are 100s of apps which enable you to share content instantly Web App 3 Types of Apps suitable for use at Exhibitions Immediate Communication: Apps Thursday, 1 August 2013
  94. 94. 2013 Copyright DEER digital Ltd. 2013 There are 100s of apps which enable you to share content instantly Web App Email App 3 Types of Apps suitable for use at Exhibitions Immediate Communication: Apps Thursday, 1 August 2013
  95. 95. 2013 Copyright DEER digital Ltd. 2013 There are 100s of apps which enable you to share content instantly Web App Email App Mobile App 3 Types of Apps suitable for use at Exhibitions Immediate Communication: Apps Thursday, 1 August 2013
  96. 96. 2013 Copyright DEER digital Ltd. 2013 Apps: Web example Off-the-shelf example: Tweetdeck Thursday, 1 August 2013
  97. 97. 2013 Copyright DEER digital Ltd. 2013 Apps: Web example Off-the-shelf example: Tweetdeck 1. Add social details of all potential business prior to event Thursday, 1 August 2013
  98. 98. 2013 Copyright DEER digital Ltd. 2013 2. Develop an app which again works with your data capture Apps: Web example Off-the-shelf example: Tweetdeck 1. Add social details of all potential business prior to event Thursday, 1 August 2013
  99. 99. 2013 Copyright DEER digital Ltd. 2013 2. Develop an app which again works with your data capture 3. Participate in relevant conversations Apps: Web example Off-the-shelf example: Tweetdeck 1. Add social details of all potential business prior to event Thursday, 1 August 2013
  100. 100. 2013 Copyright DEER digital Ltd. 2013 2. Develop an app which again works with your data capture 3. Participate in relevant conversations 4. Focus, track & respond Apps: Web example Off-the-shelf example: Tweetdeck 1. Add social details of all potential business prior to event Thursday, 1 August 2013
  101. 101. 2013 Copyright DEER digital Ltd. 2013 TextOff-the-shelf example: Airmail Apps: Email example Thursday, 1 August 2013
  102. 102. 2013 Copyright DEER digital Ltd. 2013 TextOff-the-shelf example: Airmail 1. Send relevant message & content Apps: Email example Thursday, 1 August 2013
  103. 103. 2013 Copyright DEER digital Ltd. 2013 TextOff-the-shelf example: Airmail 1. Send relevant message & content 2. Instant notifications Apps: Email example Thursday, 1 August 2013
  104. 104. 2013 Copyright DEER digital Ltd. 2013 TextOff-the-shelf example: Airmail 1. Send relevant message & content 2. Instant notifications 3. Quick reply: Continue conversation Apps: Email example Thursday, 1 August 2013
  105. 105. 2013 Copyright DEER digital Ltd. 2013 "✓ Apps: Mobile example Thursday, 1 August 2013
  106. 106. 2013 Copyright DEER digital Ltd. 2013 " Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  107. 107. 2013 Copyright DEER digital Ltd. 2013 " Timely & relevant Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  108. 108. 2013 Copyright DEER digital Ltd. 2013 " Timely & relevant Opportunity to lead Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  109. 109. 2013 Copyright DEER digital Ltd. 2013 " Timely & relevant Potentially small audience Opportunity to lead Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  110. 110. 2013 Copyright DEER digital Ltd. 2013 " Timely & relevant Risk: expense Potentially small audience Opportunity to lead Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  111. 111. 2013 Copyright DEER digital Ltd. 2013 " Timely & relevant Risk: expense Potentially small audience Risk: negative brand experienceOpportunity to lead Strongest guarantee of delivery and access ✓ Apps: Mobile example Thursday, 1 August 2013
  112. 112. 2013 Copyright DEER digital Ltd. 2013 Get qualified leads Thursday, 1 August 2013
  113. 113. 2013 Copyright DEER digital Ltd. 2013 Data capture: Dedicated application Thursday, 1 August 2013
  114. 114. After the exhibition Thursday, 1 August 2013
  115. 115. 2013 Copyright DEER digital Ltd. 2013 But the work doesn’t end there... Thursday, 1 August 2013
  116. 116. 2013 Copyright DEER digital Ltd. 2013 Traditional Digital Thursday, 1 August 2013
  117. 117. 2013 Copyright DEER digital Ltd. 2013 Traditional Digital Thursday, 1 August 2013
  118. 118. 2013 Copyright DEER digital Ltd. 2013 Traditional Digital Thursday, 1 August 2013
  119. 119. 2013 Copyright DEER digital Ltd. 2013 Traditional Digital Thursday, 1 August 2013
  120. 120. 2013 Copyright DEER digital Ltd. 2013 Traditional Digital Thursday, 1 August 2013
  121. 121. 2013 Copyright DEER digital Ltd. 2013 ✓ Measurable results Thursday, 1 August 2013
  122. 122. So what? Thursday, 1 August 2013
  123. 123. 2013 Copyright DEER digital Ltd. 2013 Thursday, 1 August 2013
  124. 124. 2013 Copyright DEER digital Ltd. 2013 Have a strategy Thursday, 1 August 2013
  125. 125. 2013 Copyright DEER digital Ltd. 2013 Have a strategy Plan for before, during, and after Thursday, 1 August 2013
  126. 126. 2013 Copyright DEER digital Ltd. 2013 Have a strategy Plan for before, during, and after Nurture your leads Thursday, 1 August 2013
  127. 127. 2013 Copyright DEER digital Ltd. 2013 Have a strategy Plan for before, during, and after Nurture your leads Measure Thursday, 1 August 2013
  128. 128. Questions? www.deerdigital.com @deerdigital Thursday, 1 August 2013

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