Integrated	
  Digital	
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Key	
  Tools	
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  Developing	
  Trade	
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and	
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Who	
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•  Christopher	
  Jus=ce	
  
– CEO,	
  Sparksight,	
  Inc.	
  	
  
– Event	
  Design	
  and	
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Agenda	
  
•  AIendee	
  and	
  Industry	
  Snapshot	
  
•  Engagement	
  Challenges	
  and	
  Strategies	
  
•  Segmenta=...
Changing	
  AIendee	
  Behavior	
  
•  An	
  enhanced	
  communicator	
  with	
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power	
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Event	
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•  Different	
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– Exhibi=on	
  
– Corporate	
  
– Industry	
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...
Shocking	
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•  The	
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5-­‐10%	
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What	
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•  Content-­‐based	
  tac=cs	
  
•  Free	
  
•  Experien=al	
  
•  Entertainment	
  
•  Advocac...
New	
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•  Mo=vate	
  AIendees	
  
–  Target	
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New	
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(cont.)	
  
•  PaIerns	
  
–  Incorporate	
  traffic	
  paIerns	
  and	
  exhibit	...
Exhibit	
  AIendee	
  Strategy	
  
•  Biographical	
  
•  Demographic	
  
•  Psychographic	
  
•  Lifestyle	
  
•  Technog...
Event	
  Technographics	
  
•  Consumers	
  
–  Seeking	
  informa=on	
  and	
  valida=on	
  and	
  deep	
  educa=on.	
  
...
Applying	
  Technographics	
  to	
  	
  
Event	
  Marke=ng	
  
•  The	
  intersec=on	
  between	
  exhibit	
  marke=ng	
  ...
Digital	
  Event	
  Media	
  Taxonomy	
  
•  Email	
  marke=ng	
  
•  Websites	
  
•  Micro-­‐sites	
  
•  Touch	
  screen...
Online	
  video	
  is	
  
increasing.	
  
	
  
Social	
  media	
  has	
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place	
  but	
  requires	
  
planning	
  to...
Tac$cs	
  by	
  Spend	
  
Exhibit	
  Interac=on	
  
•  AIendance	
  
•  Exhibit	
  Size	
  
•  Loca=on	
  
•  Direc=on	
  
•  Display	
  points	
  
...
Redefining	
  the	
  Event	
  Plan	
  
•  Designing	
  for	
  results	
  and	
  experience	
  
– What	
  event	
  elements	...
Impact	
  of	
  Digital	
  Marke=ng	
  
•  Exhibits	
  are	
  redesigned	
  with	
  technographics	
  in	
  
mind.	
  	
  ...
The	
  Key	
  to	
  BeIer	
  Exhibits	
  and	
  ROI	
  
•  Integra=ng	
  the	
  exhibit	
  experience	
  with	
  the	
  
r...
Digital	
  Exhibit	
  Design	
  Plan	
  
•  Educate	
  
•  Validate	
  
•  Entertain	
  
•  Environmental	
  	
  
– Noise	...
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/Be...
Digital	
  Kiosks	
  
Integra=ng	
  the	
  Exhibit	
  with	
  Digital	
  
Media	
  
•  Registra=on	
  Systems	
  
•  Paper	
  and	
  Manual	
  L...
Integrated	
  Stand	
  Alone	
  Lead	
  Capture	
  
Sehng	
  Metrics	
  
	
  
•  Specific	
  and	
  quan=fiable:	
  	
  
–  Total	
  number	
  of	
  visitors	
  to	
  your	
  b...
Summary	
  and	
  Ques=ons	
  
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Key Tools to Developing Trade Show and Marketing Communications Strategies Chris Justice

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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.

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  • You make good points about the influence of digital media today. Interactive displays will catch a trade show attendees attention from across the floor and keep them at your booth longer, giving you more contact time with them. They'll also be more likely to remember your booth and your company after the event is over.
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Key Tools to Developing Trade Show and Marketing Communications Strategies Chris Justice

  1. 1. Integrated  Digital  Experience:     Key  Tools  to  Developing  Trade  Show   and  Marke=ng  Communica=ons   Strategies  
  2. 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. 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. 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. 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. 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. 7. What  is  working?   •  Content-­‐based  tac=cs   •  Free   •  Experien=al   •  Entertainment   •  Advocacy   •  Rela=onship  and  dialog    
  8. 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. 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. 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. 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. 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. 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. 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$on  
  15. 15. Tac$cs  by  Spend  
  16. 16. Exhibit  Interac=on   •  AIendance   •  Exhibit  Size   •  Loca=on   •  Direc=on   •  Display  points   •  Interac=on  Points  
  17. 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. 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. 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. 20. Digital  Exhibit  Design  Plan   •  Educate   •  Validate   •  Entertain   •  Environmental     – Noise   – Light   – Movement  
  21. 21. Technographic  Exhibit  Design  
  22. 22. Define  BeIer  Digital  Interac=ve  Points  
  23. 23. Interac=on  
  24. 24. Print  on  Demand  
  25. 25. Touchscreen  with  RFID  
  26. 26. Touchscreen  Kiosk  Lead  Collec=on  
  27. 27. Interac=vity  
  28. 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. 29. Digital  Kiosks  
  30. 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. 31. Integrated  Stand  Alone  Lead  Capture  
  32. 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. 33. Summary  and  Ques=ons  

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