Integrated Digital Experience:
Key Tools to Developing Trade Show and
Marketing Communications Strategies
Friday, Septembe...
Who Am I?
• Christopher Justice
–CEO, Sparksight, Inc.
–Event Design and Technology
–Background in corporate marketing but...
Agenda
• Attendee and Industry Snapshot
• Engagement Challenges and Strategies
• Segmentation and Interaction
• Technograp...
Simple Goals
• Attraction
• Engage
• Capture
• Follow Up
• Score
4
Friday, September 27, 13
Changing Attendee Behavior
• An enhanced communicator with unlimited power to
influence.
• High expectations of user exper...
Event Marketing Objectives
• Different Tactics Depending on the Exhibit and Attendee
–Exhibition
–Corporate
–Industry Asso...
Shocking Attendee Behavior
• The average attendee crosses the carpet of 5-10% of
the total exhibits.
• Half of the stops t...
What is working?
• Content-based tactics
• Free
• Experiential
• Entertainment
• Advocacy
• Relationship and dialog
Friday...
New Approaches to Engagement
• Motivate Attendees
– Target a specific audience and target attendee.
• Focused Content
– Fi...
New Approaches to Engagement (cont.)
• Patterns
– Incorporate traffic patterns and exhibit sequence patterns.
• Capture Cu...
Exhibit Attendee Strategy
• Biographical
• Demographic
• Psychographic
• Lifestyle
• Technographic
–based on their ownersh...
Event Technographics
• Consumers
– Seeking information and validation and deep education.
• Buyers
– Refining brand decisi...
Applying Technographics to
• The intersection between exhibit marketing and digital
marketing has happened.
–Traditional t...
Digital Event Media Taxonomy
• Email marketing
• Websites
• Micro-sites
• Touch screen kiosks
• Social media
• Online vide...
Online	
  video	
  is	
  increasing.
Social	
  media	
  has	
  a	
  place	
  but	
  
requires	
  planning	
  to	
  achieve...
Tac9cs	
  by	
  Spend
Friday, September 27, 13
Exhibit Interaction
• Attendance
• Exhibit Size
• Location
• Direction
• Display points
• Interaction Points
Friday, Septe...
Redefining the Event Plan
• Designing for results and experience
–What event elements are for existing customers?
–What ex...
Impact of Digital Marketing
• Exhibits are redesigned with technographics in mind.
• Exhibitors will ask more from exhibit...
The Key to Better Exhibits and ROI
• Integrating the exhibit experience with the registration
and lead capture.
• Bar code...
Digital Exhibit Design Plan
• Educate
• Validate
• Entertain
• Environmental
–Noise
–Light
–Movement
Friday, September 27,...
Technographic Exhibit Design
Friday, September 27, 13
Define Better Digital Interactive Points
Friday, September 27, 13
Print on Demand
Friday, September 27, 13
Print on Demand
Friday, September 27, 13
Print on Demand
Friday, September 27, 13
Touchscreen with RFID
Friday, September 27, 13
Touchscreen Kiosk Lead Collection
Friday, September 27, 13
Touchscreen Technologies
• Resistive
–Cost effective, plastic over glass
• Surface Acoustic/Bending Wave
–Cost effective, ...
Digital Kiosks
Friday, September 27, 13
Integrating the Exhibit with Digital Media
• Registration Systems
• Paper and Manual Lead Capture
• Customer Relationship ...
Integrated Stand Alone Lead Capture
Friday, September 27, 13
Setting Event Success Metrics
• Specific and quantifiable:
– Total number of visitors to your booth
– Booth visitors by ta...
Summary and Questions
Friday, September 27, 13
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Trade Show Marketing Tactics for 2013 - Technographics and Digital Body Language

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This presentation describes both design, digital engagement and human factors for creating compelling digital experiences at trade shows and events.

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Trade Show Marketing Tactics for 2013 - Technographics and Digital Body Language

  1. 1. Integrated Digital Experience: Key Tools to Developing Trade Show and Marketing Communications Strategies Friday, September 27, 13
  2. 2. Who Am I? • Christopher Justice –CEO, Sparksight, Inc. –Event Design and Technology –Background in corporate marketing but degree in computer science. –Started the company to serve a violently spoken need for the events industry. Friday, September 27, 13
  3. 3. Agenda • Attendee and Industry Snapshot • Engagement Challenges and Strategies • Segmentation and Interaction • Technographic Exhibit Planning • Technology and Futures • Designing Digital Media • Summary and Questions Friday, September 27, 13
  4. 4. Simple Goals • Attraction • Engage • Capture • Follow Up • Score 4 Friday, September 27, 13
  5. 5. Changing Attendee Behavior • An enhanced communicator with unlimited power to influence. • High expectations of user experience and customer service. • Accessible and visible with an online persona. • Attendees are spending fewer days at the show. Friday, September 27, 13
  6. 6. Event Marketing Objectives • Different Tactics Depending on the Exhibit and Attendee –Exhibition –Corporate –Industry Association • Marketing Focus Points –Pre-Event Marketing –Concurrent Marketing –Post-Event Marketing Friday, September 27, 13
  7. 7. Shocking Attendee Behavior • The average attendee crosses the carpet of 5-10% of the total exhibits. • Half of the stops to an exhibit are preplanned. • Most attendees visiting your exhibit expect something for free. • Most paper collateral is discarded as collected. Friday, September 27, 13
  8. 8. What is working? • Content-based tactics • Free • Experiential • Entertainment • Advocacy • Relationship and dialog Friday, September 27, 13
  9. 9. New Approaches to Engagement • Motivate Attendees – Target a specific audience and target attendee. • Focused Content – Filter content so visitors are not bombarded with information overload. • Immersion – Engage visitors within a “story”. • Modularity – Present smaller themes instead of one larger complex topic. • Skimmability – Information should be easy to take in because visitors are often standing and/or have different levels of education. Friday, September 27, 13
  10. 10. New Approaches to Engagement (cont.) • Patterns – Incorporate traffic patterns and exhibit sequence patterns. • Capture Curiosity – Use storytelling techniques to engage visitors. • Interaction – 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 information in a hierarchical manner. Friday, September 27, 13
  11. 11. Exhibit Attendee Strategy • Biographical • Demographic • Psychographic • Lifestyle • Technographic –based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. Friday, September 27, 13
  12. 12. Event Technographics • Consumers – Seeking information and validation and deep education. • Buyers – Refining brand decision and purchase plan. • Sales and Biz Development – Promoting and connecting opportunities. • Media/Press/Critics/Amplifiers – Reporting and delivering information. • Spectators – No intentions but influential in brand reputation. • Seekers – Need focused – jobs opportunities, connections, industry education. • Inactives Friday, September 27, 13
  13. 13. Applying Technographics to • The intersection between exhibit marketing and digital marketing has happened. –Traditional techniques are still used but have decreased in reach and increased in cost. –The event organizer will not provide digital tactics for the exhibitors. We must lead them. –The exhibit house and decorator do not yet understand the integration of digital and environment exhibit elements. Friday, September 27, 13
  14. 14. Digital Event Media Taxonomy • Email marketing • Websites • Micro-sites • Touch screen kiosks • Social media • Online video • Webcasts • Mobile Applications –iPhone/BB/Android • Blogs • Online advertising • Virtual events • Live broadcasts • SMS/MMS/Text • Online games • RSS and Syndication • Virtual Worlds • RFID Friday, September 27, 13
  15. 15. Online  video  is  increasing. Social  media  has  a  place  but   requires  planning  to  achieve   results. Mobile  applica9ons  will   have  segmented  appeal.   Source:  CEIR  Digital  +  Exhibi9ng  Marke9ng  Insights  2010 Tac9cs  by  U9liza9on Friday, September 27, 13
  16. 16. Tac9cs  by  Spend Friday, September 27, 13
  17. 17. Exhibit Interaction • Attendance • Exhibit Size • Location • Direction • Display points • Interaction Points Friday, September 27, 13
  18. 18. Redefining the Event Plan • Designing for results and experience –What event elements are for existing customers? –What experience for the brand ignorant attendees? –How do you provide continuity from the event to the desktop – to the device? –When does the interaction begin? –How and when do leads get processed? –Timeliness means getting more real-time. Friday, September 27, 13
  19. 19. Impact of Digital Marketing • 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 registration and lead management products. –Pre-event, during and post event access. Friday, September 27, 13
  20. 20. The Key to Better Exhibits and ROI • Integrating the exhibit experience with the registration and lead capture. • Bar codes, magnetic stripe and other legacy systems should be retired. • RFID –Reduces cost and increase quantifiable metrics from the event. –Allows for the integration of attendee information into the exhibit. Friday, September 27, 13
  21. 21. Digital Exhibit Design Plan • Educate • Validate • Entertain • Environmental –Noise –Light –Movement Friday, September 27, 13
  22. 22. Technographic Exhibit Design Friday, September 27, 13
  23. 23. Define Better Digital Interactive Points Friday, September 27, 13
  24. 24. Print on Demand Friday, September 27, 13
  25. 25. Print on Demand Friday, September 27, 13
  26. 26. Print on Demand Friday, September 27, 13
  27. 27. Touchscreen with RFID Friday, September 27, 13
  28. 28. Touchscreen Kiosk Lead Collection Friday, September 27, 13
  29. 29. Touchscreen Technologies • Resistive –Cost effective, plastic over glass • Surface Acoustic/Bending Wave –Cost effective, well established • Optical –Cost effective for large sizes, light sensitivity • Capacitive –High cost for large sizes, multi-touch capable Friday, September 27, 13
  30. 30. Digital Kiosks Friday, September 27, 13
  31. 31. Integrating the Exhibit with Digital Media • Registration Systems • Paper and Manual Lead Capture • Customer Relationship Management • RFID • Integration of interactive displays and attendee data. • Personalization of exhibit experience to each attendee. Friday, September 27, 13
  32. 32. Integrated Stand Alone Lead Capture Friday, September 27, 13
  33. 33. Setting Event Success Metrics • Specific and quantifiable: – Total number of visitors to your booth – Booth visitors by target audience (by accounts, by industry, by title, etc.) – One-on-one meetings 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 attendees exposed to your demo or live presentation – Number of questionnaires completed by target audience – Number and quality of strategic alliances confirmed with other exhibiting companies Friday, September 27, 13
  34. 34. Summary and Questions Friday, September 27, 13

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