trade show techology trends
Post on 19-Oct-2014
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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.TRANSCRIPT
Trade Show Technology Trends You Need to Know About
By Michelle Bruno, MPCBruno Group Signature Events
Key Learning Points3 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 flawedCustomer 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
Nancy Walsh, Executive VP Reed Exhibitions, North America http://www.eceforum.com/Documents/
A_ECEF2012_Walsh_final.pptx
Hanley Wood’s Search for Insight
Hanley Wood’s Search for InsightAnalysis of survey, registration,
travel/housing dataBroader 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 is changing this (local tech) is going to be like a new 6th sense that we all have, and wonder how we lived without."~ Paul Davison, Highlight
Macro Trend: Social Collaboration
“I think we’re going to look back at this as the age of collaboration and the acceleration of problem solving.”
~Tiffany Shlain, Filmmaker & Founder/The Webby Awards
Outdoor Retailer Collective Voice
Outdoor Retailer Collective Voice
Online forum for OR stakeholders (invitation only) to discuss relocation, show growth
Several thousand registrants300 commentsParticipants given all data to make
informed commentsResults late 2012/early 2013Model 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 ReadersSoLoMo (Social Local Mobile)Game LayerAugmented RealityInteractive floor plans
Micro Trends in Event Mobile
Mobile payments/ticketing/registration
HTML5Detailed analyticsHeat mapping Using GPS in phones to locate
contacts Bluetooth-style advertising at
booths
Micro Trends in Event Social Media
PinterestVideoCommunity
formation/managementSocial kiosksDigital media coverage of eventsContent Marketing
Social Kiosks
SocialPoint Station
PhotoPoint Station
TouchPoint Station
http://interactivemeetingtechnology.com/explore-socialpoint-options/
Digital Media Coverage of Events
Content Marketing
Content Marketing
http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Micro Trends in Virtual Events
Use Case ExpansionMobile UsageGamification as a game layer,
not individual gamesSocial broadcastingMonetization models emerging
Convergence of Mobile/Social/Virtual
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
New Set of Objectives for Trade Show Organizers
Event experiences that reflect the new preferences and behaviors of stakeholders
Frictionless trade showsEnvironment 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, [email protected]
ForkInTheRoadBlog.com
Brunogroup.comTwitter: @michellebrunoLinkedin.com/in/
michellejbrunoFB: Bruno Group Signature
Events