Tradeshow Tonic

TRADE SHOW TECHNOLOGY TRENDS — IMMERSIVE AND ATTENTION SEEKING

Published on Jan 15, 2023 5:49:09 PM

Attention seeking-st

It is another day in making.

But this day, like any other day has long been in making.

It’s on us to co-create a culture that works for everyone. Attention seeking is no longer a linear progression from the brand to the audience.

The old order of top-down dispersion is disintegrating. It lacked interactivity, inspiration, intrigue. It no longer meets the requirements of this hour.

And now (WE), your audience are rising to the occasion. They want to contribute their ideas, their stories, their poems to ignite mass imagination. They are the 'attention movers' of your brand as it oscillates between the physical and the digital realities.

 

In this article, we have explored some of the 'attention seeking', 'attention moving', and 'attention immersing' technologies.

Many trade show organizers are incorporating Radio Frequency Identification (RFID), Near Field Communication (NFC) and Bluetooth® beacons into their events. These are technologies you, an exhibitor should become familiar with and understand how each is used so you can take advantage of the marketing opportunities they provide.

 

THE FOUR TECHNOLOGIES THAT WE HAVE EXPLORED!

Radio Frequency Identification (RFID)

Near Field Communication (NFC)

Bluetooth® Beacons

Security, Sustainability, and Immersive 

 

 

Radio Frequency Identification (RFID)

RFID is a passive technology as far as the attendee is concerned. RFID tags are embedded in the attendee’s badge. That tag sends a signal to a reader or antenna placed strategically throughout the exhibit hall.

The show organizer can now track the movement of attendees throughout the show floor. Exhibitors can place antennas in their booth at different product stations to track attendee interest by the duration of time spent at each station. They can also use a reader to collect leads via the attendee’s information provided on that RFID tag.

 

Pros: There is no more guesswork when it comes to attendee traffic. You can see exactly how many people moved through the exhibit hall and where they spent their time. The amount of traffic in your aisle is no longer a number based on opinion, but actual minute-by-minute fact.

Exhibitors using this technology in their booth can break down interest in product stations based on attendee demographics such as job title, industry, and geography. That can help with targeting your marketing and determining which products are the most popular with attendees.

 

Cons: The cost for the antenna or reader is still relatively high with prices between a couple hundred dollars and a couple thousand dollars depending on strength and system compatibility. The readers and antennas are noticeable and may interfere with your booth design. They also require dedicated power to operate.

 

 

extended realities

 

Near Field Communication (NFC)

NFC is an active technology. An attendee badge is created to act as an NFC device. Exhibitors can embed NFC “tags” into digital signage. The attendee would then touch their badge to that display to activate a download of a brochure or white paper or to register to win a prize.

 

Pros: The cost of the NFC tags is low, as little as ten cents each. It also eliminates the need to ship paper to the show. Unlike handing out jump drives filled with information, the attendee only gets the information that is relevant to them. Because it requires no investment of readers or antennas, it is a more cost effective option for show organizers.

 

Cons: The show organizer or exhibitor will have to educate the attendee on how the technology works. The show must communicate the value, or it simply will not be used.

 

 

demystifying digital displays-st

 

Bluetooth® Beacons

 

Bluetooth beacons are transmitters that broadcast signals, which can be heard by compatible or smart devices. Exhibitors could use beacons to send relevant information to an attendee’s smartphone as they pass by the booth. When the technology is tied in with the registration data, exhibitors will know exactly which attendees stopped by their booth and what their behavior was while they were there.

 

Pros: The cost of this technology is very low, as little at $5 per beacon. Beacons also run on batteries (that last for months), and they are about the size of a quarter, so you can stick them anywhere in your booth. You can adjust the transmission range from 1 to 100 or so feet for more accurate readings.

 

Cons: The attendee has to download and log into the app, and turn on Bluetooth so that you can access their demographic information and push information to their smartphone. You are dependent on the show organizer doing a good job communicating that to the attendees.

 

 touchless tech

 

HIGHLIGHTING THE ESSENCE OF THE NATURAL WORLD AND PROMOTING A DIGITAL ENVIRONMENT WITH                    EYE-CATCHING VISUALS HAS MADE MIXED REALITY A PERFECT TOOL FOR MARKETING AND INFORMATION DIGESTION IN THE EVENTS INDUSTRY

 

 

Security, Sustainability and Immersive Explorations from CES2023

The above three trends were making the journey through the last decade. Now, they have entered prime time!

Sustainability through digital activations, as they provide experiences in a virtual world where physical elements don’t need to be created or transported. Just think about transporting a yacht to showcase on the trade show floor. Instead of doing that, create a Virtual Reality experience where the attendee can see all the elements of the yacht without it being exhibited physically.

Many machinery and equipment companies are looking for creative ways to bring their products to the trade show floor and provide experiences that can be achieved in less square footage.

 

digital strategy and immersive immersion with visual sensesCreating environments where attendees are part of the story is crucial for brands.

 

Immersive environments and Immersive graphics is all part of the digital eco-system. The global immersive technology market size was valued at USD 21.66 billion in 2021 and is expected to hit around USD 134.18 billion by 2030.

 

Immersive technology growth is poised to expand at a compound annual growth rate (CAGR) of 22.46% from 2022 to 2030. Immersive Technology is any technology that extends reality or creates a new reality by leveraging the 360 space. Because Immersive Technology leverages the 360 space/sphere, users can look in any direction and see content. Some types of Immersive Technology extend reality by overlaying digital images on a user’s environment. Others create a new reality by completely shutting a user out from the rest of the world and immersing them in a digital environment.

 

Immersive Technology Market Size 2022 To 2030

 

 

It was all about immersive interactions at CES 2023. VR and AR are again in the headlines this year with 360° immersion and powerful graphics that exhibitors use to convey stories.

 

The other element that was prevalent at CES was security and safety. As we live in a more connected and globalized world, we want to connect devices and platforms seamlessly. And this comes with implications regarding the security of our data and the protection of our online assets.  

 

Companies are paying more attention to providing established protocols that connect and integrate devices in a more reliable way for the user. It’s a growing trend with Millennials and younger generations who seem to care less about privacy and security and more about sharing personal stories. Most recently, with the popularity of TikTok, there are many videos and live streams of people sharing details of their everyday life and experiences. Since less attention has been paid to security by consumers themselves, brands are emphasizing protecting and safeguarding their customers.  

 

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experiential and metaverse

 

Smart devices at home are also helping with safety and security. Google, Amazon, Samsung, and other large brands are investing in smart technologies that help keep track of CO2 levels inside a home, when air conditioning filters need to be replaced, if a fire starts in your stove, or when your light bulbs are about to burn out. All these things can be automatically monitored thanks to the Internet of Things (IoT) and the next level of safety in a connected world.

 

Brave New World of Alinged Realities

 

digital storytelling for attention dispersingScreen Shot 2023-01-15 at 8.09.08 AMScreen Shot 2023-01-15 at 8.08.46 AM

Inject your brand healthy dose of digital storytelling.

Think creatively how your brand can tell a story and sprinkle technology in to support it. At CES2023, technology gained prominence as it was designed to be purposefully weaved with storytelling. The space that you manifest with your modular exhibit creates a constructive workshop for your brand as it combines physical and digital fueling the joy for 'attention seeking' and the thrill of 'attention moving'!

Our teams at Skyline have been putting more emphasis on sustainability and security in developing exhibits and technology that support a powerful message for our clients. We are exploring ways to innovate and utilize technologies that provide a safe and sustainable way for our clients to interact with their audiences.  

exhibits.skybay.com, www.skyline.com

Topics: Trade show interactive, tradeshow technology

Join 170,000+ exhibitors who has profited from our insights

 

 

what drives customer decision

WHAT DRIVES CUSTOMER DECISIONS

 

 

START YOUR JOURNEY THE MOMENT YOUR EVENT IS ANNOUNCED!

As an exhibitor, what considerations should go into your pre-show marketing and planning? Below is a step-by-step guide (This this can apply to an event, conference, etc.):

 

 

Understand your audience

Who will be attending? Use your CRM database and consult with your sales teams to learn about your targeted personas. Create a database of attendees that you want to invite.

Consider your exhibit from their point of view and ask, “What is the attendee taking away from this?

 

 

Work with your creative team 

Design digital assets that can be used for all marketing purposes, keeping the trade show and brand guidelines in mind.

 

 

Prepare email campaigns. 

Plan on sending several emails before the trade show. Activate communicating logistics, including how to register, where to pick up your badge, and how to get to your hotel. All these details should be shared in advance via email and social media.

 

 

Create a strong social media presence

The information should coordinate and cross-pollinate between platforms and channels. Short and punchy messages keep the attention of your audience.

 

 



Use your website to market your show presence

This information needs to be updated regularly with relevant changes. You can create a new website for the show or a dedicated page on your company’s website. Some companies offer registration and website creation, a one-stop shop to manage all registration aspects if you don’t have an in-house team.

 

 


 
polygamist
 
Broad Reach is More Productive than Surgical Targeting. "Sales growth won't come from relentlessly targeting a particular segment of a brand's buyers." — Read more.
 

 

 

Promote your event

with Google Ads and other online advertising platforms are great starters. Google is the most used tool for this and allows you to set a specific daily or weekly budget. These ads will redirect to your website to attract more attendees to register.


Communicate with Gusto!

Leading up to the trade show start date, you will want to send daily emails with easy-to-digest information that your attendees will appreciate before getting there. We all get bombarded with emails, so be precise and provide simple information that is a quick read.

 

 


 
DILEMMA OF DIRECT EYE GAZE

The above steps are simple pre-show actions that will pay off once the trade show starts. Depending on the size of your team, you may need to partner with an agency or vendor.

 

WHY SKYLINE.jpg

 

Skyline offers consultation and support with all pre-event marketing efforts, specifically in the digital world. This is your first interaction with your attendees, so investing time in working on strategy, messaging, branding, and communication plans is essential.

 

 

 

6 principles to have an amazing exhibiting experience

 

When you are exhibiting at a trade show, you are not only competing with your competitors, you are competing against every single exhibitor. So, how do you stand out?

The answer: Be stunning...

 

CONNECT WITH THE GUT OF YOUR AUDIENCE — IF YOU DO, THEY WILL BE 300% MORE LIKELY TO RECOMMEND YOU,  44% LESS LIKELY TO SHOP AROUND AND 33% LESS LIKELY TO PUT UP A WALL WHEN IT COMES TO PRICING

 

 

portal-to-the-truth-seekers

Know your next wave of #buyers — 'Gen Z' — the global #influencers.

source: BofA, Pew Research, Screen Education, Slicktext 2019, Carbon Brief 2019, WHO2020, CBInsights, Mckinsey Research. Read more.

 

UNDERSTAND THIS —  IT IS NOT ABOUT THE PRODUCT THAT YOU SELL. IT IS ABOUT THE 'ART OF PLAY' THAT YOU WEAVE AROUND YOUR PRODUCT, THAT EXCITES YOUR AUDIENCE 😂

 

Expriential both design for trade shows