This presentation by Michelle Bruno covers 3 emerging technology trends that will impact the trade show industry as well as the micro trends (mobile, virtual, social) that continue to affect exhibitions.
Correct me if I’m wrong, but the trade show industry hasn’t invented any mainstream technology (maybe registration which led to e-vites) ever. So most of what we see in the industry is mainstream technology that we have adapted for the trade show industry. So when I look for innovation, I search for broad discussions on topics outside the realm of trade shows first to see what might be coming our way and there are several things that I believe have relevance for us: Big Data (analyzing huge data sets), Social Discovery (hooking up with strangers using your mobile phone) and social collaboration (using Internet-based platforms to solve problems).I want to say that there is certainly innovation happening in other areas—kiosks, navigation tools, lead retrieval, but I’m going to talk about the top 3 that have consumed us in the last two years. We will take a peak inside of those areas and talk about where we are going.Finally, I want to start the discussion about how we can begin to wrap our heads around technology selection. There will be time for questions—You can tweet about this session at #TSNNMy Twitter handle is @michellebruno
Why it is important to trade show organizers?:Organizers have mountains of data at their disposal: surveys, registration, conference evaluationsTechnology has enabled organizers to add new business intelligence: social media, mobile analytics, RFID, lead data, Event Management platform downloadsIf there is one thing that trade show organizers can own and monetize: dataThey can’t own their customers, they can’t own the marketplace, they can’t own the contentBig data is predictive—can predict patterns from Google searchesData can be used to create personalized and customized experiences for exhibitors, sponsors, attendeesThere are ways to collect transactional and behavioral dataExample: Hanley Wood/April Wison
April Wilson is the Director of Trade Show Marketing for Hanley WoodI had the pleasure of meeting her about two weeks ago and she shared what she was doing with meApril comes from the newspaper and financial industries which immediately intrigued meShe is currently applying her skills to the often incestuous trade show industry
We’ve always mined data and thought about ways to combine data bases, but this focus on Big Data outside the industry is prompting organizations inside the industry to gather more data from more sources and to the extent that they are able to do so, they can be more competitive.Engagement across channels: are they opening their emails? Responding to direct mail? Following us on social? Attending the show?
This only pings you when friends are nearby
In Asia and pings people when LinkedIn connections are nearby
This app let’s you find total strangersWhy is this important?We’ve taken a stab at matchmaking with some successWe have suggestion enginesNo one technology has cracked the nut of automating networking and matchmakingThis seems creepy and weird but think about it:Millennials put all of their information out there anyway, this is not What if you can make or suggest connections based on topics of mutual interest rather than job titlesWhat if these connection suggestions are placed in a game?I think it’s possible that fs this technology works, we can find a way to put it into context and get some tractionWhy? Because connecting with people speaks to the core of the face-to-face experience and the value that we bringIf we don’t accept the automation of connecting, there is something flawed about the value of face-to-face
It is a way to bring the voices of an industry into the conversation whether or not they are current customersIt is a way to use the platforms and devices we have already adopted for our events (web sites, mobile devices, virtual platforms) to the next levelSocial collaboration builds communityProblem solving—If an event organizer positions themselves at the epicenter of an industry issue, they can and should use collaboration on two-way, Internet based platforms with social features and functionality.The Collective Voice from Nielsen’s Outdoor Retailer Show
If you don’t think that social collaboration will be relevant, talk to the organizers of XOXO Festival-- was funded—all tickets sold using crowdfunding platform: Kickstarter735 people paid from $5 to $400 to over fund. Wanted $125K. They received $175k
But the problem here is there is a limit to the size an app can be and many of these single apps cant fit with say an app like ours all together. For example, we are working on Augmented reality(AR) with another group and fitting that all in our app - the AR app they have now is only that - so no issue with space. But add in exhibitor info, maps, schedules, etc and you blow out the size limit. SO this is a challenge.
It is an opportunity to blend the physical and virtual worlds.
We are finally getting to the point that trade shows are content, it has a life beyond the event, there is a science to using the content to grow the event and the most compelling content is virtual extensions—bxbonline is developing a Network for associations to broadcast their content over channels.
1. Use case expansion. For virtual or hybrid events, it used to be all about the trade show or conference. We’re now seeing many other use cases: internal communications (executive, HR); talent management (HR); learning (Chief Learning Officer); product launches (Marketing) and partner summits (Channel Marketing), press announcements2. Mobile usage. Digital event platforms are seeing growing demand and usage from mobile devices. In line with web usage in general, we believe a date is near when access from mobile devices will exceed access from desktops and laptops. 3. Gamification as a game layer, not individual games. In digital events, “gamification” started out as a handful of actual games that attendees could play. Now, however, platforms are building a more substantial “layer” on top of the platform. The layer allows event managers to embed game mechanics throughout the event, in the form of leaderboards, badges, status levels and related rewards.4. Social broadcasting. A new use case of digital events is emerging that’s not so much focused on a set day and time (i.e. event), but rather, an “always on” broadcast channel with a schedule of live and on-demand programming (similar to television).5. Finding monetization models that work. Associations and other meeting planners are finding innovative mechanisms to drive sponsorship revenue from the digital portion of hybrid events. They’re trying new models, finding what works and building upon what’s been successful.
Integration is a huge point of discussion. Because of technologies being adopted by exhibitors (lead retrieval) and attendees (iPads and Smartphones), organizers have to think about how to facilitate the use of devices and platforms they have no control over.
Technologies are tacticsTechnology (opportunities) to expand the universe of objectives
Trade show techology trends
Trade Show TechnologyTrends You Need to Know About By Michelle Bruno, MPCBruno Group Signature Events
Key Learning Points 3 macro technology trends that will affect the trade show industry: Big Data, Social Discovery, Social Collaboration Micro technology trends within trade shows: mobile, social and virtual platforms Framework for making better technology decisions
Macro Trend: Big Data“…one of the most exciting parts of the LinkedIn platform and the LinkedIn ecosystem is that the more members we attract, the more deeply they become engaged, the more data is being generated. And that data can be leveraged to create more relevant experiences for our members and better return on investment for our customers. Data really powers everything that we do.”—Jeff Weiner, LinkedIn
Behind the Scenes at Reed Expo’s New Pricing Initiative Booth space pricing model was flawed Customer insight revealed that exhibitors will pay more if they have a choice on location, attributes, timing, price Price-conscious exhibitors will accept less amenities for lower price New sales strategy based on value not volume Customer value choices improved profit
Behind the Scenes at Reed Expo’s New Pricing Initiative Improved Revenue Enhanced Opportunities Customer Value Improved Product Development Customer Understanding Nancy Walsh, Executive VP Reed Exhibitions, North Americahttp://www.eceforum.com/Documents/A_ECEF2012_Walsh_final.pptx
Hanley Wood’s Search forInsight Analysis of survey, registration, travel/housing data Broader picture of “who the audience is, what they say they want and what they are really doing” Looking at: ◦ Acquisition source ◦ Retention rate ◦ Engagement across channels ◦ Sentiment ◦ Unmet needs and opportunities. Using MS Excel and Access
Macro Trend: Social Discovery ”The world of strangers we live in ischanging this (local tech) is going tobe like a new 6th sense that we allhave, and wonder how we livedwithout." ~ Paul Davison, Highlight
Macro Trend: Social Collaboration“I think we’re going to look back at thisas the age of collaboration and theacceleration of problem solving.” ~Tiffany Shlain, Filmmaker &
Outdoor Retailer Collective Voice Online forum for OR stakeholders (invitation only) to discuss relocation, show growth Several thousand registrants 300 comments Participants given all data to make informed comments Results late 2012/early 2013 Model for decision-making in the future
Outdoor Retailer Collective Voice “Coming into this industry, I was a bit surprised at the secretive nature of decision making. I thought it was something that needed to be changed. One of my roles here is to change that model so that the trade show is not seen as a necessary evil. We want to be a partner that is tuned into the micro details of the industry. Our goal is to be be as transparent as we can, show a human face and be a willing partner.” --Kenji Haroutunian, VP, Nielsen Expositions Outdoor Group
Micro Trends in Event Mobile QR Code Readers SoLoMo (Social Local Mobile) Game Layer Augmented Reality Interactive floor plans
Micro Trends in Event Mobile Mobile payments/ticketing/registration HTML5 Detailed analytics Heat mapping Using GPS in phones to locate contacts Bluetooth-style advertising at booths
Micro Trends in Event Social Media Pinterest Video Community formation/management Social kiosks Digital media coverage of events Content Marketing
Social KiosksSocialPoint PhotoPoint TouchPoint Station Station Station http://interactivemeetingtechnology.co m/explore-socialpoint-options/
Convergence of Mobile/Social/Virtual Most event guide apps come with social functionality already Now virtual platforms are moving more vigorously toward mobile extensions “Meetings in a Box” will become “Meetings on Your Mobile”
Challenges of Technology Proliferation Growing demand for technology expertise within organizations Skyrocketing demand for Wi-Fi on trade show floor Huge need for strategies around technology selection Integration of multiple platforms and apps
Framework for Trade Show Technology Selection Objectives Integration Pains Budget
New Set of Objectives for Trade Show Organizers Event experiences that reflect the new preferences and behaviors of stakeholders Frictionless trade shows Environment that capitalizes on the unique qualities of a face-to-face experience Recognition that trade show is only one point on the continuum of engagement with a community
Contact Info:Michelle Bruno, MPCmichelle@brunogroup.comForkInTheRoadBlog.comBrunogroup.comTwitter: @michellebrunoLinkedin.com/in/michellejbrunoFB: Bruno Group Signature Events