Tradeshow Tonic

TECHNOLOGY IS HAVING IT'S GLORY DAYS

The American Technology Council is taking a active role in ways to modernize the US Government.

Recently, in the news — the President has brought together, the leaders of major drone manufacturers, wireless companies and venture capital firms in an effort to facilitate how the U.S. government can help advance emerging technologies.

The White House is actively seeking out the brains behind some of Silicon Valley’s most cutting-edge devices and services for advice on what regulators can do to catalyze more investment in their industries.

On the other hand, the disruptive technology of blockchain is challenging the different industry segments to re-imagine their business model to enhance tomorrow's potential and induce greater profitability. A much used analogy is the internet — those who danced with the change, carved out new products and business models. Every single industry segment will be impacted by this blockchain technology—finance, manufacturing, insurance, oil and heavy industries — you name it.

"ATTENTION HARVESTING" IS THE BIG BUSINESS OF OUR DIGITAL AGE

In a nutshell, all your trade show attendees have one thing common. They all suffer from ADHD to some extent or the other. In short, to survive in an attention economy,  you have to stop hammering your audience with the same stuff that you did last time.

"If you’re not reevaluating and pivoting on a regular basis you’re being left behind. Now, more than ever, what worked yesterday won’t work tomorrow."

It is your job as a trade show marketer to get their attention focused on your offering, amidst the competing gadgets loaded with multiple apps buzzing and vying for their eye power and their brain power.

In this article, we have explored a few ways how you can may gain access to the minds of your visitors when you are one of the many competing for their attention.

Updated June 2018

WHO ARE THESE SHINY NEW SET OF BUYERS AND SELLERS?

If you have guessed it, more power to you.

If not, the media has labeled this vast chunk of buyers and sellers as MILLENIALS.

Despite the size and influence of the Millennial generation, however, most of those in this age cohort do not identify with the term “Millennial.” Just 40% of adults ages 18 to 34 consider themselves part of the “Millennial generation,” while another 33% – mostly older Millennials — consider themselves part of the next older cohort, Generation X.

Millennials will soon become the nation’s largest living generation.

They already have surpassed Generation X to make up the largest share of the U.S. workforce. There are roughly 85 million millennials in the US, and like any generation, they have observable tendencies that when acknowledged can help you positively connect with them.

Companies spend a lot of money and time creating a unique and compelling exhibit or event presence that will make them stand out and connect with potential and existing clients. 

There is another way to stand out and to garner attention for your company and for your brand.  That is to have someone in the company speak at the event.  Speaking at an event can seem daunting and, depending on the size and quality of the audience, some question if it is worthwhile.

“There is immense power in an idea, because it unites people. It motivates them toward change. But the real power lies in their unity, in coming together – if enough can be rallied to a cause, no matter how ridiculous, it will be seen and heard.”

Now imagine expanding this cause into a viable brand marketing plan for your business?

WHAT IS CAUSE MARKETING

“Cause Marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit.”

Every trade show exhibit has some sort of digital content— IN FACT, IT IS THE COMING AGE OF DIGITAL GRADUATION

In fact, according to our latest research, 75% of exhibitors said they used technology and digital content in their booth in the past twelve months. That number increases to 86% for island exhibitors.

Also, about a third of exhibitors that do not use tech now, plan to start using it during the next 12 months, which would increase tech use to over 80% of all exhibitors.