THE SHOW MOVES ON
VIDEO CONFERENCING, Skype, bulk emailing and social media acclamations have their place, but they have not supplanted the value of face-to-face business. People still want to shake hands, look someone in the eye and have a truly live conversation, asking and being answered. Not only do they seek to know the companies: they value meeting those who make them tick. This is why trade shows, conferences and seminars will continue to thrive in the digital economy.
The heart and soul of these events is more or less the same as ever, typified by personal transactions, new and renewed partnerships, the interchanging of ideas, and the sharing of objectives. All create an energy to drive ahead.
Today’s dynamics, nonetheless, have changed how trade show participation can be made to pay. Technologies that might not have troubled the imaginations of most exhibitors have become the trade show norm.
For example, hosted interactive exhibition stand (‘booth’ for our US friends) experiences are proving highly effective at attracting and maintaining attendees’ interest. They provide more memorable experiences.
REVOLUTIONISED
Mobile technology has revolutionised marketing – and that includes trade show activities. Rises in the availability and scope of mobile apps have made the sales-lead retrieval process incredibly efficient. Exhibitors are able to customise their new-business lists, add notes, specify actions and analyse leads in real time, allowing follow-ups to be planned while the show is in progress.
The digital badge scanner has enabled stand staff to collect contact data instantly, then store it in their electronic databases. Gone are the days when hundreds of business cards had to be sorted, logged and evaluated.
Social media has been largely positive. Trade show organisers are using content and tools to connect people and create an urgency to meet. These events still attract appreciable crowds, evaluating future purchases or ready to buy there and then.
Therefore, it is something of a surprise is that so many exhibitors are failing to keep pace, possibly through reluctance to change. An astonishing number are using techniques that began in the last century.
STILL PILED HIGH
Promotional items in carrier bags, branded with company names, are still piled high, ready to be handed out to one and all in the hope that they’ll have some degree of influence.
Visitors are not there to gather information that is available on websites. They want to know how their own businesses can be improved, rather than why a new widget has made Product X marginally better than before.
These heads in the sand hosts need to recognise that personalisation is the trend. Savvy companies are customising their offerings to appeal to visitors’ interests on a one-to-one basis. They are anticipating needs and tailoring information to match preferences and create more serious, longer-term involvement.
Ultimately, exhibitors will individualise their entire presence, no longer needing to copy the competition in any way. Stands will be truly distinctive, mirroring the culture of the company. That will be part of an overriding drive towards genuine engagement.
Technology is going to be leveraged more and more to facilitate innovative, profitable trade show experiences for all concerned. Goodbye to promotional handouts.
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