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Digital Tradeshow Strategies


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In partnership with Exhibit Systems, Finn Digital provides 10 digital methods of increasing attendee engagement at your tradeshow or conference exhibit.

Published in: Technology, Business
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Digital Tradeshow Strategies

  1. 1. Welcome to
  2. 2. 2009 CEIR Report Center for Exhibition Industry Research <ul><li>“ Power of Exhibitions in 21 st Century” </li></ul><ul><ul><li>Identify, Discover and Embrace Change from </li></ul></ul><ul><ul><li>the Point of View of Young Professionals </li></ul></ul>
  3. 3. 2009 CEIR Report Center for Exhibition Industry Research <ul><li>Highlights Two Main Young Professionals </li></ul><ul><ul><li>Generation X: 28 to 39 years old </li></ul></ul><ul><ul><li>Millennials: 27 and younger </li></ul></ul>
  4. 4. 2009 CEIR Report Center for Exhibition Industry Research <ul><li>Young professionals embrace technology </li></ul><ul><li>They want to connect, learn and network at events </li></ul><ul><li>Interactive displays versus static were preferred </li></ul><ul><li>Technology, education and networking events are </li></ul><ul><li>very important </li></ul>
  5. 5. 2009 CEIR Report Center for Exhibition Industry Research <ul><li>While larger exhibitors had more visibility </li></ul><ul><li>Smaller 10 x 10 displays contributed negatively on the </li></ul><ul><li>attendee’s perception of the brand </li></ul><ul><li>However,  when a smaller display incorporated </li></ul><ul><li>interactive features they fared as well as the larger exhibitor </li></ul>
  6. 6. Digital Marketing Engage Them With Technology That Attracts Their Attention: <ul><li>Interactive Kiosks / Monitors </li></ul><ul><li>Digital Technology / Marketing </li></ul><ul><li>Social Networking Events on Show Floor </li></ul>
  7. 7. Digital Trade Show Marketing
  8. 8. Thought Patterns <ul><li>List what works for your tradeshow experience offline </li></ul><ul><li>Look for opportunities with “I wish…” </li></ul><ul><li>Seek attendee engagement </li></ul><ul><li>Create relationships </li></ul><ul><li>Would digital technology make a difference? </li></ul>
  9. 9. 10 Ideas in 20 minutes <ul><li>Pre-Event </li></ul><ul><li>During Your Event </li></ul><ul><li>Post-Event </li></ul>
  10. 10. #10. Pre-Event <ul><li>Get social </li></ul><ul><ul><li>Fish where the fish (communities) are </li></ul></ul><ul><ul><li>Encourage sharing in advance ( </li></ul></ul><ul><ul><li>Encourage dialog with #hashtags (#ungeeked) </li></ul></ul><ul><ul><li>Create groups and communities to support pre-event networking </li></ul></ul><ul><ul><li>Invite content suggestions prior to event </li></ul></ul><ul><li>Email, the unsung hero </li></ul>
  11. 11. #9. Email Strategy <ul><li>Tell a story </li></ul><ul><li>Create differentiating content links </li></ul><ul><li>Create an opportunity to engage </li></ul><ul><li>Show the audience what they can do next </li></ul>
  12. 12. <ul><li>Stay social: display hashtag tweets or information streams on-screen </li></ul><ul><ul><li> </li></ul></ul><ul><li>Live tweet from event </li></ul><ul><li>TweetUp </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Facebook also works </li></ul>#8.
  13. 13. #7. Conference Social Networks <ul><li>Crowdvine </li></ul><ul><li>Pathable </li></ul><ul><li>Grow your own! </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Google Sites </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
  14. 16. #6. Interactive Wall <ul><li> </li></ul>
  15. 17. #5. Surf the Earth
  16. 18. #4. Reactive Touchscreens <ul><li>Big screen </li></ul><ul><li>Information </li></ul><ul><li>Audience participation </li></ul>
  17. 19. Microsoft Surface <ul><li> </li></ul>
  18. 20. #3. Augmented Reality <ul><li>Symbol Recognition </li></ul><ul><li>Mobile </li></ul><ul><ul><li>Layar </li></ul></ul><ul><ul><li>Google Goggles </li></ul></ul>
  19. 21. GE Ecomagination SmartGrid <ul><li> </li></ul>
  20. 22. #2. SMS Messaging <ul><li>SMS is personal </li></ul><ul><li>SMS is VERY personal </li></ul><ul><li>Get permission in advance </li></ul><ul><li>Provide intrigue </li></ul><ul><li>Offer meaningful value incentives </li></ul><ul><li>Growing channel </li></ul>
  21. 23. #1.75 Live Video Blogging <ul><li>Interviews </li></ul><ul><li>What’s happening now </li></ul><ul><li>Valuable, interesting, cool exhibit reviews </li></ul>
  22. 26. #1.5 Post-Event <ul><li>Ask for feedback (survey, forum) </li></ul><ul><li>Promote the next event </li></ul><ul><li>Create and share event summaries </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Share content </li></ul></ul><ul><li>Archive and promote the backchannel </li></ul><ul><li>Extend the experience – give it away free! </li></ul>
  23. 27. #1. BoothTag <ul><li>BoothTag is a mobile game for tradeshows </li></ul><ul><li>Drive traffic to exhibitor booths through a mobile game </li></ul><ul><li>Create personal engagement and connections between exhibitors and attendees through mobile technology </li></ul><ul><li>Generate value for attendees, exhibitors and tradeshow producers with data reporting, contact information and analytics </li></ul>
  24. 28. A Case Study
  25. 29. BoothTag
  26. 30. The Problem <ul><li>Poor traffic </li></ul><ul><li>Poor attendee circulation </li></ul><ul><li>Low-value contact at tradeshow </li></ul>
  27. 31. <ul><li>Drive traffic to exhibitor booths </li></ul><ul><li>Create personal engagement & connections between exhibitors and attendees </li></ul><ul><li>Generate value for: </li></ul><ul><ul><li>attendees </li></ul></ul><ul><ul><li>exhibitors </li></ul></ul><ul><ul><li>tradeshow producer </li></ul></ul>Performance Goals
  28. 32. The Solution <ul><li>Game (scavenger hunt) </li></ul><ul><li>Shift focus of control to attendees </li></ul><ul><li>Motivating prize </li></ul><ul><li>Bonus points </li></ul><ul><li>“ My Connections” </li></ul><ul><li>“ My Barcode” </li></ul>
  29. 33. The Solution, cont’d <ul><li>Business Tools </li></ul><ul><li>Data reporting </li></ul><ul><li>Attendee & Exhibitor Management </li></ul><ul><li>Analytics </li></ul>
  30. 34. The Solution, cont’d <ul><li>Mobile Platform </li></ul><ul><li>Mobile web </li></ul><ul><li>Barcode scanning </li></ul><ul><li>Microsoft Tag Technology </li></ul>
  31. 35. Exhibitors receive custom Microsoft Tag barcodes to display at their booths Players receive a personalized barcode within their BoothTag profile All barcodes contain contact information Players scan barcodes with the Microsoft Tag Reader to share contact information with other players or exhibitors How BoothTag Works
  32. 36. Benefits <ul><li>Access virtual rolodex anytime after the event </li></ul>
  33. 37. Exhibitors access contact information of players that scanned their booth barcode Benefits, cont’d
  34. 38. <ul><li>Educating attendee and exhibitor on value of participation </li></ul><ul><li>Once engaged, they’re engaged </li></ul><ul><li>Beta usability </li></ul>Lessons Learned
  35. 39. Results <ul><li>2,600 total scans in 2 days </li></ul><ul><li>120 users </li></ul><ul><li>90% player participation </li></ul><ul><li>1,711 registered player to player / player to booth connections </li></ul>
  36. 40. Results – Day 1 Connections
  37. 41. Results – Day 2 Connections
  38. 42. Results
  39. 43. Buzz <ul><li>@BoothTag @BillFinn I came. I saw. I signed-up. Love the concept. Lookin’ for #BoothTag connections. http:/ </li></ul><ul><li>[email_address] </li></ul><ul><li>I absolutely have some #hr #recruiting ideas for how to use @boothtag… </li></ul><ul><li>[email_address] </li></ul>
  40. 44. Buzz cont’d <ul><li>I’m excited about I’ll find a way to use this at my next tradeshow or conference @billfinn </li></ul><ul><li>[email_address] </li></ul><ul><li>Thinking @boothtag will be a great addition to #heweb10 this year </li></ul><ul><li>[email_address] </li></ul><ul><li>Super cool idea for anyone exhibiting at a tradeshow, </li></ul><ul><li>[email_address] </li></ul>
  41. 45. Results – Leaderboard <ul><li>LynnJenni – 2,315 </li></ul><ul><li>DataSensei – 2,125 </li></ul><ul><li>GThomasC – 2,115 </li></ul><ul><li>Katie Felten – 2,095 </li></ul><ul><li>Vivrantnik – 1,980 </li></ul><ul><li>Jonkurozawa – 1,640 </li></ul><ul><li>Gabe – 820 </li></ul><ul><li>Katie Barrie – 775 </li></ul><ul><li>Billfinn – 705 </li></ul><ul><li>Michael4768 - 700 </li></ul>
  42. 46. Results – Top Booths <ul><li>Finn Digital </li></ul><ul><li>Exhibit Systems </li></ul><ul><li>Stamm Technologies </li></ul><ul><li>Milwaukee Wave </li></ul><ul><li>Marquette University </li></ul>
  43. 47. For a personal demonstration or for more information, contact: <ul><li>Bill Finn </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Phone: (414) 383 – 5080 ext. 300 </li></ul>
  44. 48. Thank You!