The document discusses how technology has enabled progress in experiential marketing. It profiles three companies - Eastman Chemical, mimio, and Access TCA. For Eastman Chemical, Access TCA helped promote its umbrella brand and family of products through a hybrid exhibit solution that was flexible, reconfigurable, and lightweight. For mimio, Access TCA helped promote a new affordable interactive learning product for schools. Access TCA also introduced its new web-based asset and project management tool called SNAP! which gives clients control over their exhibit assets and programs from any computer.
1) The television industry is facing unprecedented changes due to increased audience fragmentation across multiple media platforms and the rise of on-demand viewing.
2) Over the next 5-7 years, the industry will see a bifurcation between passive traditional TV viewers and more active viewers seeking personalized on-demand content anywhere, anytime.
3) To succeed, companies must innovate business models, experiment with new pricing and content distribution approaches, mobilize content across devices, and reorganize to develop core competencies for a more open, flexible future television landscape.
The document discusses various business challenges faced by manufacturers and retailers such as developing products for specific retailers, extending brands across channels, refreshing brands, and exploring new distribution channels. It then provides examples of solutions developed by R solutions to address these challenges, including developing retailer-specific displays, packaging, and promotions. Specific programs and displays created for clients like TCP, Hydro-Industries, and Hansgrohe are summarized to illustrate how R solutions helps clients expand their businesses.
HighwaysIndustry.Com provides a central online platform for the highways industry with the latest news, resources, and opportunities to connect professionals. It offers information on highways management and maintenance through articles, videos, and mobile applications. The site aims to become the number one online destination for the industry and encourage knowledge sharing to tackle challenges.
The Imperative Group is a digital screenmedia development and delivery agency with over 12 years of experience in the sector. They have a pool of experts with significant experience to bring strategic guidance and practical knowledge to clients' projects. The Imperative Group develops strategies, products, services and content for clients in the retail, media, and digital out-of-home sectors. They position themselves as bridging the gap between technology vendors and end users such as retailers and corporations.
This document discusses different types of layouts in Android, including linear layout, relative layout, table layout, frame layout, and absolute layout. It provides examples of how to define each type of layout in XML and describes their basic functionality. The document emphasizes that layouts allow organizing controls on screens for the wide variety of Android devices, which have different screen sizes, densities, versions, and manufacturer skins.
Green Cat Renewables is a consulting firm that specializes in the development and construction of onshore wind farms. They have experience with projects ranging from single turbines to multi-turbine projects up to 85MW. The development process involves feasibility studies, planning applications, design work, tendering construction contracts, and overseeing construction which includes site preparation, turbine installation, and commissioning. Financial due diligence and securing financing is also part of developing a project before handing it over for long-term operations. Green Cat Renewables has grown significantly over the past decade to now employ over 40 people across multiple offices in the UK.
1) The television industry is facing unprecedented changes due to increased audience fragmentation across multiple media platforms and the rise of on-demand viewing.
2) Over the next 5-7 years, the industry will see a bifurcation between passive traditional TV viewers and more active viewers seeking personalized on-demand content anywhere, anytime.
3) To succeed, companies must innovate business models, experiment with new pricing and content distribution approaches, mobilize content across devices, and reorganize to develop core competencies for a more open, flexible future television landscape.
The document discusses various business challenges faced by manufacturers and retailers such as developing products for specific retailers, extending brands across channels, refreshing brands, and exploring new distribution channels. It then provides examples of solutions developed by R solutions to address these challenges, including developing retailer-specific displays, packaging, and promotions. Specific programs and displays created for clients like TCP, Hydro-Industries, and Hansgrohe are summarized to illustrate how R solutions helps clients expand their businesses.
HighwaysIndustry.Com provides a central online platform for the highways industry with the latest news, resources, and opportunities to connect professionals. It offers information on highways management and maintenance through articles, videos, and mobile applications. The site aims to become the number one online destination for the industry and encourage knowledge sharing to tackle challenges.
The Imperative Group is a digital screenmedia development and delivery agency with over 12 years of experience in the sector. They have a pool of experts with significant experience to bring strategic guidance and practical knowledge to clients' projects. The Imperative Group develops strategies, products, services and content for clients in the retail, media, and digital out-of-home sectors. They position themselves as bridging the gap between technology vendors and end users such as retailers and corporations.
This document discusses different types of layouts in Android, including linear layout, relative layout, table layout, frame layout, and absolute layout. It provides examples of how to define each type of layout in XML and describes their basic functionality. The document emphasizes that layouts allow organizing controls on screens for the wide variety of Android devices, which have different screen sizes, densities, versions, and manufacturer skins.
Green Cat Renewables is a consulting firm that specializes in the development and construction of onshore wind farms. They have experience with projects ranging from single turbines to multi-turbine projects up to 85MW. The development process involves feasibility studies, planning applications, design work, tendering construction contracts, and overseeing construction which includes site preparation, turbine installation, and commissioning. Financial due diligence and securing financing is also part of developing a project before handing it over for long-term operations. Green Cat Renewables has grown significantly over the past decade to now employ over 40 people across multiple offices in the UK.
Access helped its client Avid adapt quickly to changes by designing immersive environments for its New Thinking tour in three cities within two weeks. Despite challenges from Avid's management changes, Access was able to effectively translate Avid's brand strategy and smoothly execute the logistics of the events. For client Staples, Access customized designs for two halls of its global sales conference using existing rental inventory to create a cohesive look while reinforcing Staples' messages to various attendee groups. Access also helped its long-term client Timex assert its market leadership at Outdoor Retailer through an eye-catching exhibit that showcased two of its brands through strategic use of colors and materials.
Podcasting has become an important medium for distributing information to specialized industries like pork producers. The podcast SwineCast, which provides content to the pork industry, was downloaded over 72,000 times in 2007 and generated over 235,000 brand impressions through podcasts, emails, and banners. Podcasting allows companies to reach a highly engaged audience that is interested in tailored industry information. Marketers can leverage podcasting to establish their brands as leaders and have conversations with their target audiences.
Matin Ebrahimchel is the CEO of Lab1886 GmbH, which is the incubator for Daimler AG. Lab1886 helps Daimler execute digital products rapidly by ideating, incubating, and creating meaningful digital solutions. It operates as an independent legal entity and aims to deliver Daimler's digital innovations faster than other organizations through its global setup and expertise in areas like mobility, automotive, and financial services. The presentation outlines Lab1886's process of identifying ideas, validating concepts, and commercializing solutions to help Daimler capture new revenue from emerging digital technologies.
아마존 혁신의 배경 및 Digital Innovation Program 소개 – 김중수, AWS 사업개발 담당/ 김성락, LG 인화원 책...Amazon Web Services Korea
발표영상 다시보기: https://youtu.be/bYAwozhvg6k
Amazon에서는 제품 개발 단계에서 고유의 혁신 메커니즘인 Working Backward(거꾸로 일하기)라는 문화를 가지고 있습니다. 아마존의 제품 개발 방식을 배우려는 AWS 고객사들을 위한 워크샵 및 교육을 통해 어떻게 이러한 문화를 실제로 도입하는지 살펴 보고, 이를 직접 상품 기획 등에 실제 적용한 고객 사례를 소개해드립니다.
This document discusses learning innovation and the use of learning technologies. It provides examples of how different organizations have successfully used learning technologies and mobile learning to improve training outcomes. These include reducing training costs and times at Ford, improving management training at Ikea, and increasing the number of qualified radiologists in the NHS. It stresses that while the use of learning technologies is still emerging, taking a strategic approach is important given the speed of change. It also emphasizes that mobile learning in particular provides a significant opportunity to create learning and communications channels within organizations.
The document provides an overview and summary of the 2014 Integrate expo, which is a leading trade show for the AV and systems integration market in Australia. The 3-day event was held in August 2014 in Sydney and attracted over 5,100 total visits from professionals in fields like audio, unified communications, display, building control, and residential AV. It featured exhibits from 129 companies across 27 product categories and included an educational program with seminars, workshops and training. The expo served as an important platform for brands and suppliers to connect with buyers and integrators to launch new products and learn about industry trends.
Creating & Realising Value for your CompanyMark Ostryn
The goal of most businesses is to create value that will eventually be realised by a successful exit (trade sale, IPO etc)
Mark Ostryn firstly uses case studies to review the key drivers of value - future vision, right product right space right time, team, barriers to entry, scalability, strategic flexibility and appropriate alliances and partnerships.
He then reviews two key valuation methods, multiples and DCF, but argues that truly successful entrepreneurs should be looking at a sale value well above a mathematical valuation based on the purchaser of the company p[lacing added strategic value on it.
Mark then finally reviews the processes and issues involved with due diligence.
The 21st Century Enterprise - The Future of Enterprise ITJosh Zarkin
The document discusses the characteristics of a 21st century enterprise (21CE). A 21CE is focused on customer experience, leverages ecosystems, and uses technology like IoT, automation, and orchestration platforms to deliver unified experiences. It highlights how top startups exemplify 21CE attributes like experience focus, ecosystem extension, and the need for experience-driven orchestration. Transitioning to a 21CE requires moving from siloed technology to a cloud-native, service-oriented approach focused on outcomes over costs. HCL discusses its approach and themes to enable clients' transformation to a 21CE through offerings like BEYONDigital, next-gen IT, and ecosystem orchestration platforms.
This document discusses the importance of brand implementation and management. It describes how a brand identity needs to be carefully managed and applied at customer touchpoints in order to create the desired brand experience and maintain the brand's emotional impact and competitive advantage over time. The document then provides examples of how the VIM Group has successfully implemented brand identities for various companies across borders and industries. It emphasizes that the VIM Group takes a consistent, innovative, independent, pragmatic, and supportive approach to brand implementation and management.
This document provides information about sponsorship opportunities for Integrate 2014, Australasia's largest AV and systems integration event. It highlights the proven business benefits of sponsoring the event, which attracts thousands of professionals. Sponsors can choose from various branding and marketing packages, including opportunities to directly engage attendees through sessions, demonstrations, and networking events. Past sponsors and exhibitors provide positive testimonials about their experiences at Integrate. The event organizer can be contacted for additional details.
*astTECS is an industry leader in end-to-end unified communication and mobility products. Globally, *astTECS offers wide range of Open Source telephony solutions to enterprises- IP PBX, Call Center dialer, Video Conference, IVR, Voice logger, SBC, Gateways, IP Phones, Interface cards, CRM solution. The Company is ISO 9001:2015 certified .
The document introduces Re-Engineering Michigan, a trade show initiative launched in 2009 to help Michigan companies diversify into new markets like energy, aerospace, medical manufacturing, and clean technologies. It provides a turnkey exhibit package for trade shows that handles space, shipping, marketing, and other logistics so companies can focus on business. The initiative offers group discounts and networking opportunities through shared pavilions to help Michigan companies generate new leads and sales in a cost-effective way. Upcoming pavilions are planned for renewable energy, medical, and manufacturing trade shows.
Module 5 Strategic Issues of Information Technology.pptxhello1506hello
This document discusses strategic issues related to information technology. It covers topics like aligning IT strategy with corporate strategy, examples of technology strategies from Blockbuster and Napster, the value chain framework, steps for an effective IT strategy, and creating and sustaining competitive advantages through strategic use of IT. The document provides overviews of these topics in different sections and subsections.
Gabriel Lucaciu presented on future technology trends and how Progress keeps pace. He discussed emerging technologies like chatbots, artificial intelligence, analytics, mobile backends, augmented reality, blockchain, and how Progress offers solutions like NativeChat, DataRPM, Kinvey, and Consensus to support these trends. Progress aims to help organizations easily adopt new technologies through products that integrate features such as predictive modeling, serverless platforms, and cross-platform development.
Imaginea is an engineering company that develops innovative products from conception to code over its global locations. It has developed over 200 products across web, cloud, mobile, and analytics platforms, and acquired and merged with several leading product companies. Imaginea prides itself on its agile methodology, user-centric design, and open source contributions to help clients innovate.
Creative Services and Marketing Communications professional offering a history of excellence in challenging, fast-paced corporate environments. Respected team member contributing a broad-based perspective to create innovative marketing and creative strategies designed for maximum ROI. Expert in partnering strategy and creativity to achieve initiatives and objectives. Multi-scale project management coupled with superior interpersonal and communication skills. Accomplished at realizing unique needs, motivations and expectations of teams in order to maximize performance and results.
Access helped its client Avid adapt quickly to changes by designing immersive environments for its New Thinking tour in three cities within two weeks. Despite challenges from Avid's management changes, Access was able to effectively translate Avid's brand strategy and smoothly execute the logistics of the events. For client Staples, Access customized designs for two halls of its global sales conference using existing rental inventory to create a cohesive look while reinforcing Staples' messages to various attendee groups. Access also helped its long-term client Timex assert its market leadership at Outdoor Retailer through an eye-catching exhibit that showcased two of its brands through strategic use of colors and materials.
Podcasting has become an important medium for distributing information to specialized industries like pork producers. The podcast SwineCast, which provides content to the pork industry, was downloaded over 72,000 times in 2007 and generated over 235,000 brand impressions through podcasts, emails, and banners. Podcasting allows companies to reach a highly engaged audience that is interested in tailored industry information. Marketers can leverage podcasting to establish their brands as leaders and have conversations with their target audiences.
Matin Ebrahimchel is the CEO of Lab1886 GmbH, which is the incubator for Daimler AG. Lab1886 helps Daimler execute digital products rapidly by ideating, incubating, and creating meaningful digital solutions. It operates as an independent legal entity and aims to deliver Daimler's digital innovations faster than other organizations through its global setup and expertise in areas like mobility, automotive, and financial services. The presentation outlines Lab1886's process of identifying ideas, validating concepts, and commercializing solutions to help Daimler capture new revenue from emerging digital technologies.
아마존 혁신의 배경 및 Digital Innovation Program 소개 – 김중수, AWS 사업개발 담당/ 김성락, LG 인화원 책...Amazon Web Services Korea
발표영상 다시보기: https://youtu.be/bYAwozhvg6k
Amazon에서는 제품 개발 단계에서 고유의 혁신 메커니즘인 Working Backward(거꾸로 일하기)라는 문화를 가지고 있습니다. 아마존의 제품 개발 방식을 배우려는 AWS 고객사들을 위한 워크샵 및 교육을 통해 어떻게 이러한 문화를 실제로 도입하는지 살펴 보고, 이를 직접 상품 기획 등에 실제 적용한 고객 사례를 소개해드립니다.
This document discusses learning innovation and the use of learning technologies. It provides examples of how different organizations have successfully used learning technologies and mobile learning to improve training outcomes. These include reducing training costs and times at Ford, improving management training at Ikea, and increasing the number of qualified radiologists in the NHS. It stresses that while the use of learning technologies is still emerging, taking a strategic approach is important given the speed of change. It also emphasizes that mobile learning in particular provides a significant opportunity to create learning and communications channels within organizations.
The document provides an overview and summary of the 2014 Integrate expo, which is a leading trade show for the AV and systems integration market in Australia. The 3-day event was held in August 2014 in Sydney and attracted over 5,100 total visits from professionals in fields like audio, unified communications, display, building control, and residential AV. It featured exhibits from 129 companies across 27 product categories and included an educational program with seminars, workshops and training. The expo served as an important platform for brands and suppliers to connect with buyers and integrators to launch new products and learn about industry trends.
Creating & Realising Value for your CompanyMark Ostryn
The goal of most businesses is to create value that will eventually be realised by a successful exit (trade sale, IPO etc)
Mark Ostryn firstly uses case studies to review the key drivers of value - future vision, right product right space right time, team, barriers to entry, scalability, strategic flexibility and appropriate alliances and partnerships.
He then reviews two key valuation methods, multiples and DCF, but argues that truly successful entrepreneurs should be looking at a sale value well above a mathematical valuation based on the purchaser of the company p[lacing added strategic value on it.
Mark then finally reviews the processes and issues involved with due diligence.
The 21st Century Enterprise - The Future of Enterprise ITJosh Zarkin
The document discusses the characteristics of a 21st century enterprise (21CE). A 21CE is focused on customer experience, leverages ecosystems, and uses technology like IoT, automation, and orchestration platforms to deliver unified experiences. It highlights how top startups exemplify 21CE attributes like experience focus, ecosystem extension, and the need for experience-driven orchestration. Transitioning to a 21CE requires moving from siloed technology to a cloud-native, service-oriented approach focused on outcomes over costs. HCL discusses its approach and themes to enable clients' transformation to a 21CE through offerings like BEYONDigital, next-gen IT, and ecosystem orchestration platforms.
This document discusses the importance of brand implementation and management. It describes how a brand identity needs to be carefully managed and applied at customer touchpoints in order to create the desired brand experience and maintain the brand's emotional impact and competitive advantage over time. The document then provides examples of how the VIM Group has successfully implemented brand identities for various companies across borders and industries. It emphasizes that the VIM Group takes a consistent, innovative, independent, pragmatic, and supportive approach to brand implementation and management.
This document provides information about sponsorship opportunities for Integrate 2014, Australasia's largest AV and systems integration event. It highlights the proven business benefits of sponsoring the event, which attracts thousands of professionals. Sponsors can choose from various branding and marketing packages, including opportunities to directly engage attendees through sessions, demonstrations, and networking events. Past sponsors and exhibitors provide positive testimonials about their experiences at Integrate. The event organizer can be contacted for additional details.
*astTECS is an industry leader in end-to-end unified communication and mobility products. Globally, *astTECS offers wide range of Open Source telephony solutions to enterprises- IP PBX, Call Center dialer, Video Conference, IVR, Voice logger, SBC, Gateways, IP Phones, Interface cards, CRM solution. The Company is ISO 9001:2015 certified .
The document introduces Re-Engineering Michigan, a trade show initiative launched in 2009 to help Michigan companies diversify into new markets like energy, aerospace, medical manufacturing, and clean technologies. It provides a turnkey exhibit package for trade shows that handles space, shipping, marketing, and other logistics so companies can focus on business. The initiative offers group discounts and networking opportunities through shared pavilions to help Michigan companies generate new leads and sales in a cost-effective way. Upcoming pavilions are planned for renewable energy, medical, and manufacturing trade shows.
Module 5 Strategic Issues of Information Technology.pptxhello1506hello
This document discusses strategic issues related to information technology. It covers topics like aligning IT strategy with corporate strategy, examples of technology strategies from Blockbuster and Napster, the value chain framework, steps for an effective IT strategy, and creating and sustaining competitive advantages through strategic use of IT. The document provides overviews of these topics in different sections and subsections.
Gabriel Lucaciu presented on future technology trends and how Progress keeps pace. He discussed emerging technologies like chatbots, artificial intelligence, analytics, mobile backends, augmented reality, blockchain, and how Progress offers solutions like NativeChat, DataRPM, Kinvey, and Consensus to support these trends. Progress aims to help organizations easily adopt new technologies through products that integrate features such as predictive modeling, serverless platforms, and cross-platform development.
Imaginea is an engineering company that develops innovative products from conception to code over its global locations. It has developed over 200 products across web, cloud, mobile, and analytics platforms, and acquired and merged with several leading product companies. Imaginea prides itself on its agile methodology, user-centric design, and open source contributions to help clients innovate.
Creative Services and Marketing Communications professional offering a history of excellence in challenging, fast-paced corporate environments. Respected team member contributing a broad-based perspective to create innovative marketing and creative strategies designed for maximum ROI. Expert in partnering strategy and creativity to achieve initiatives and objectives. Multi-scale project management coupled with superior interpersonal and communication skills. Accomplished at realizing unique needs, motivations and expectations of teams in order to maximize performance and results.
1. V o l. 5 N o. 1 S p r i n g 2 0 0 9
Enabling Progress:
Technological Advances That
Create Competitive Advantages
Eastman Chemical:
Promoting an Umbrella Brand
Among Its Well-Known Products
mimio Translates Technology
Breakthroughs to the Show Floor
3. CASE STUDY
Promoting a Corporate Brand
Within Vertical Markets
For more than 80 years, Eastman Chemical ability and to communicate the company's core ” We had a traditional custom
has been a leader in developing chemicals that brand promise. The design needed to weave the
enhance life as we know it. Eastman’s products primary brand colors with a secondary palette exhibit in the past, along
include acetate yarn for apparel and home fur- and allow Eastman products to be incorporated
nishings, plastics for the packaging industry, into the exhibit's architecture. Eastman and with some portables. We
PET plastics for carbonated-soft-drink packaging, Access determined that a hybrid exhibit would wanted something that
and a new-generation copolyester that offers be the best option; mixing construction materi-
design capabilities for applications such as the als allowed Eastman to boost its custom brand was lightweight, which
Kor One hydration vessel. presence while traveling with a lighter, more
efficient exhibit. would net a savings on
Eastman was the first U.S. manufacturer to transportation and I&D
develop and commercialize technology that Result
derives chemicals from coal rather than from Kathi Watkins, who heads up Eastman's in- expenses. Access gave us
petroleum—a technology that was 25 years house creative agency, remarked, “We wanted a
ahead of the demand for non-petroleum-based hybrid, and we certainly have one. This exhibit exactly what we wanted.”
products. is inherently flexible—just what we asked for.
It goes from eight feet to 12 feet in height, and Anna Laws
Challenge the configuration adapts from smaller display Eastman’s trade shows
Despite possessing an array of products used to units at events to a 10'-x-30'. We can change or and events specialist
manufacture several widely recognized brands, add elements in the original design with Eastman
the Eastman Chemical brand was not as promi- products, but we don't have to. Even the lighting
nent in some vertical markets. One of Eastman's is flexible.”
current marketing initiatives was to put a
stronger focus on leveraging the corporate Anna Laws, Eastman's trade shows and events
brand to en- hance the customer experience. specialist, compares the new hybrid exhibit
Because neither its trade show program— from Eastman’s former exhibit. “We had a tra-
which provided the best environment for direct ditional custom exhibit in the past, along with
encounters with the various markets that some portables. Then we had a heavy custom
Eastman serves—nor its current exhibit ade- structure, a 20'-x-20', in which we continually
quately supported its rebranding goal, Eastman changed out graphics. This property was labor-
decided to invest in an all-new environment. intensive and expensive to maintain and modify.
We wanted something that was lightweight,
Solution which would net a savings on transportation
The exhibit needed to be flexible, reconfig- and I&D expenses. Access gave us exactly what
urable and lightweight, to demonstrate sustain- we wanted.”
Access experiences S p r i n g 2 0 0 9 | 3
4. Enabling Progress
Thoughts from Industry Experts on the
Impact of Technology in Experiential Marketing
If scientists and engineers have been the our management software are all integrated
primary catalysts of progress throughout with SNAP, our client-facing asset and program
world history, then technology has been management system platform. As a result,
Access has realized efficiencies in communications
its messenger. As with most marketing
and operations. Our clients have benefited even
disciplines, conventions and trade shows
beyond that. Through SNAP, our clients can
are chief benefactors of the develop-
access all of their information with 24/7
ments that technology has helped to availability. That translates to increased
introduce. Show floor communication, program control to the desktop—a critical
interactivity, system integration and element, especially in this economy.”
Simplified Net-based Asset & measurement have all significantly
Project Management Tool improved as a result. In this article, three Graphic advances in the eco-conomy
industry leaders share their views about “Rental, modular and hybrid options—once
technology as the enabler of experiential strictly alternative products have become
primary solutions. The demand for system
“SNAP!TM brings control marketing progress.
exhibits has put more emphasis on exhibit
of trade shows and graphics to be the differentiator. Technology
events to the desktop. Mike Yag, Access TCA’s CEO and founder, has increased the speed of development and
SNAP is a 24/7 explains the importance of technology in creating production. It has also introduced interactive
digital portal to efficiencies, impacting the environment and software that can work in tandem with tradi-
access and manage delivering control to clients. tional graphics to communicate brand and
full exhibit programs, product messaging.”
created specifically for System integration that translates
the experiential to client control “As we continue to evaluate our environmen-
marketing industry.” “In the beginning, our objective was to elimi- tal impact, we rely on technology to help us
nate redundancy through the myriad of business create more earth-friendly alternatives. Access’
Mike Yag in-house UV printing is a good example of
and accounting applications. We knew that if
CEO, AccessTCA green technology. Graphics are produced
we could enter data once and have it populate
all of our software systems, we could create faster and in a more environmentally friendly
time efficiencies that could be passed on to way. Technology has made the information
our clients. Technology has made it easier for readily available and the process achievable.”
us to expand externally. Today, we integrate
Measuring return
everything we do with everything we deliver.
“In the past few years, show floor data-collection
Our processes, our internal accounting and
4 | Access experiences S p r i n g 2 0 0 9
methods have evolved from paper to card
5. Access’ UV printer uses no tertiary
materials, increasing efficiency and
ecoconscious benefits.
Kaon Interactive’s technology brings virtual products to
the face-to-face selling environment—illustrating
innovation with ecoconscious benefits.
swipes. Even more compelling is the way we Charles Slatkin, creative director of
can now analyze data. We know from our WOW Inc., creates unique immersive experi-
clients that the demand for return on their ences for exhibits, events and permanent instal-
investment is increasing. Technology helps us lations. Slatkin believes that exhibitors today
to be more precise and comprehensive in our need to commit to a new mission of digital story-
reporting. With a little upfront planning in telling enhanced with advanced and emerging
conjunction with new technologies, the technologies to attract and maintain viewer
experts on our account team can provide attention.
compelling data to validate specific trade
show spend and help our clients plan for Technology supercharges “King Content”
the year ahead.” “We live in a world of all content, all the time.
HDTV Plasma and LCD screens have become
Kaon Interactive delivers sales and mar- commodities—perfect tools for the home or at
keting solutions that function both offline and a museum, but everyone now has one. In the “New learning vehicles
online, and it builds product demonstrations six minutes or so that you have people at your are continuously evolving.
that provide a virtual experience. Gavin Finn, exhibit, you need to create a more meaningful When these are intelli-
Kaon’s president and CEO, explains how and emotional experience. You need to show gently incorporated within
technology enables the creation of interactive people something unique, clever, and something powerful exhibit design,
product showcases. they haven’t seen before. If you want their the content can better
attention, you need to create wonder!” connect with the viewer—
Selling virtually
opening channels of per-
“Exhibitors can showcase products virtually Technology continues to be the ever-pres- ception that make grasping
so that attendees truly experience them. ent workhorse that makes the ideal real. information easier and
Originally we produced everything online, but
As external forces like government regula- more enjoyable.”
so much business-to-business selling is done
tions and the volatile economy challenge
face-to-face. Our product has applications on Charles Slatkin
the trade show floor and in the field, enabling
exhibitors to do even more with less, our
creative director, WOW, Inc.
marketers to repurpose their investment in
experts agree: taking the time to consider
solutions. Salespeople have noticed that cus- the best technology for each situation is
tomers enjoy the interactive experience. critical to experiential marketing success.
Additionally, by spending time on specific Access is committed to continuing to
aspects of the product, customers actually invest in technology in ways that advance
lead salespeople to a more targeted and effec- its clients’ marketing and sales goals.
tive sales presentation.”
Access experiences S p r i n g 2 0 0 9 | 5
6. CASE STUDY
Translating
Technology Breakthroughs
to the Show Floor
”Trade shows are a critical
element in our marketing
mix, providing one of the
main ways for us to meet
with potential customers mimio is a leading provider of interactive
and users of our products. and digital whiteboard technology for K-12 Challenge
We view our partnership teachers. mimio's interactive teaching technolo- mimio views trade shows as a critical compo-
gies enable educators, students and collabora- nent of its marketing strategy. However,
with Access as highly tive teams to capture, manage, share and inter- mimio's existing exhibit was not delivering the
collaborative; there is a lot actively create and present information and impact it needed, particularly during its expan-
ideas. With a heritage that includes personnel sion into international markets. In addition,
of trust on both sides. This
from M.I.T., Bose, Resonate and CardScan, mimio was embarking on a rebranding initia-
design and build represented mimio is now one of Newell Rubbermaid's tive that would require an impressive presence
a team effort in the best fastest growing brands. at two concurrent major trade shows.
sense of the term.” mimio's product line includes: Solution
• mimio® Interactive—a compact whiteboard- After three months of collaboration, Access
Bob Gierschick, mounted device that converts any whiteboard produced two new exhibits on both sides of
mimio’s senior marketing manager into an interactive educational tool the Atlantic Ocean. In January, mimio debuted
• mimio® Ink Capture kit—a system that can its 16'-x-36' European exhibit in London at
digitally capture common dry-erase marker the British Education Teaching Technologies
work from any whiteboard. Teachers can print (BETT) show, the largest educational technolo-
handwritten whiteboard work, email recorded gy show in the world. One week later, mimio's
files, export to other applications or use for new 20'-x-30' U.S. exhibit debuted at the
online classroom content Florida Educational Technology Conference
• mimio® Pad—a lightweight wireless tablet that (FETC) in Orlando. “This was the first time
enables users to operate their mimio interactive we were able to achieve a simultaneous design
6 | Access experiences S p r i n g 2 0 0 9
whiteboards from up to 30 feet away and build both here in the U.S. and in Europe,”
7. Facing page: mimio’s new U.S. exhibit made its
debut in January at the Florida Educational
Technology Conference (FETC) in Orlando.
This page: The company’s latest international
exhibit made its debut one week earlier in
London at BETT.
“Our new trade show proper-
said Bob Gierschick, mimio's senior marketing the live streaming video from the FETC show
manager-global marcom. “Our new trade show floor, in which attendees could be seen in real ties were critical in delivering
properties were critical in delivering a consis- time on mimio's Web site interacting with the a consistent, polished brand
tent, polished brand image on a global basis. exhibit.
image on a global basis.
We were very pleased that we could accom-
plish our re-branding initiative with close to a Result We were very pleased that
simultaneous launch on two continents. The Exhibit traffic was at an all-time high at both we could accomplish our
Access team was critical in ensuring that this shows. mimio collected more than 800 leads at
effort happened without fail.” BETT, up from 300 the year before. At FETC,
rebranding initiative with
Mimio gathered over 1,300 leads, more than close to a simultaneous
With creative use of space, including a theater doubling its 2008 total.
launch on two continents.
in which teachers presented the technology,
both the BETT and the FETC shows were huge “Trade shows are a critical element in our mar- The Access team was critical
successes for mimio. Thanks in part to the uni- keting mix, providing one of the main ways for in ensuring that this effort
fied branding across its new exhibits, mimio us to meet with potential customers and users
now presents a consistent image worldwide. of our products,” said Gierschick. “Having the
happened without fail.”
right look and feel to our exhibit properties is
mimio sent preshow direct mailers and e-blasts important. We view our partnership with Access Bob Gierschick,
containing giveaways and other premium offers as highly collaborative; there is a lot of trust on mimio’s senior marketing manager
for attendees. The colorful new graphic cam- both sides. This design and build represented a
paign also drew visitors into the exhibit, as did team effort in the best sense of the term.”
Access experiences S p r i n g 2 0 0 9 | 7
8. Next Issue: Summer 2009
• Achieving Large-Scale Promotion
in the Government Sector
• Making a Centurial Brand New Again