Engage is the current watch word within the trade show and corporate events community. It’s the critical first step of a connection with an attendee. By definition is means to occupy, attract, or involve someone’s interest or attention.
So what methods are proven to be successful in “engaging” an attendee at a crowded event or exhibit hall? To answer this question, the Center for Exhibition Industry Research (CEIR) commissioned an eight part series of reports on “Attendee Floor Engagement”. The report identifies three key areas of focus: people, product and learning.
Attendees go to trade shows, conferences and seminars to learn about new products that may help solve their business problems. Recent technology innovations enable exhibitors to leverage interactive learning as a key tactic.
High-tech tools go hand in hand with high touch, face-to-face marketing. Technology innovations can create attendee curiosity which, in turn, incents exploration and inspires conversation. By incorporating current technologies into their booth design, exhibitors are able to differentiate themselves on the show floor, draw attendees to their space and initiate meaningful conversations.
Two of the most popular high-tech tools for engagement are motion graphics and interactive touchscreen experiences.
Motion Graphics
Until recently exhibitors wanting to incorporate video or animations into their exhibit simply hung a large screen monitor. While that option remains available, it limits the scale of your graphic presentation to the size of the monitor screen.
With the introduction of LED Skins, exhibitors are no longer limited to a flat screen. Motion graphics can play across a taller and wider range of surfaces from walls to towers – even around corners. LED Skins combine motion graphics with LED lighting. LED technology is brighter, whiter light that reproduces vivid ranges of color and is more energy efficient than incandescent lighting.
Motion graphics actively engage attendees because they can be seen from across the show hall. Think of the wow factor that bigger, bolder, moving images can deliver to communicate to your target audience. Motion dynamically activates your brand message which makes it memorable long after the show.
Interactive Touchscreens
Touchscreens offer guided educational experiences. Screens can be mounted on a vertical surface for blackboard style presentation that can be seen by passersby or in a self-service kiosk. They can be mounted on a horizontal surface, like a table, for a more exclusive interaction.
In either scenario, touchscreens powered by Smart-Touch® Technology enable visitors to browse and activate a variety of content on demand. The interaction can, therefore, be tailored to the individual learning needs of a visitor. Content may include product information, illustrations, photo galleries, animations, videos, surveys, lead capture and questions designed to qualify contacts. Plus content can be changed or updated during the event. Touchscreens are particularly popular for companies with very large or complex products that are difficult or too costly to bring into the booth.
Motion graphics and interactive touchscreens enable you to tell your story in a creative way using brilliant, captivating visual content. Ask your Ion Account Executive about technology tools for your next trade show display.