The beauty of the digital age is that everything is readily available whenever a need arises. However, to decide upon a long-term investment of services requires a more personalized channel of exposure and communication. Establishing strong relationships between current and future businesses you work with helps nurture a loyal and profitable partnership that benefits both companies.
Trade show exhibits are an impactful way to get your brand in front of the qualified audience that’s searching for a fix to their need. However, with competitors condensed into the convention center, it becomes harder to make a splash and attract potential buyers to your space. This sparked the need to innovate the market in a way that allows for greater on-site interactivity, allowing you to expand the impact of your event while maximizing the ROI of your marketing dollars. Some of the latest trends include:
Specialized Event Apps
Event organizers help cater the greatest experience possible, and are quickly adopting the use of apps to improve the level of enjoyment of the audience and the people running the booths. For attendees to take advantage of the tools on the app, they’re prompted to authorize access in exchange for incentives, such as: “Opt in to use the app event tools and hear the latest event news”. Now more often than not there is an app or a website that allows for you to track your location in the convention center and see which companies are prominent on the scene. Event apps are replacing the non-environmental friendly trend of distributing flyers at these conventions that inevitably end up buried at the bottom of your bag; now all and only the information you need is accessible through your phone. Double Dutch event apps are specifically designed to maximize attendee engagement throughout their time at an event. This enables attendees to communicate in real-time with other attendees, sponsors and the event organizers, allowing you to become engaged in the conversation at any point of the show. Attendees are now in control of their experience and can maximize their time by finding what truly interests them at the event.
Make your booth an event within an event
To keep someone engaged within a convention setting is a tough challenge. Exhibitors need to create an atmosphere that transcends the space around them to differentiate from the bold competition. Scanalytics Inc. has developed a floor sensor technology that measures foot traffic and can be integrated to trigger ambient devices like digital screens or lighting equipment in your booth when people walk across or dwell in a key zone of your floor plan. The experiential effect allows you to intrigue passing attendees and maximize the amount and length of time that people spend engaging with your brand. The floor sensor technology has proven that the more time attendees invest in your space significantly increases your number of leads generated, resulting in more revenue (and marketing dollars) for you and your company.
Entry and Exit
The Scanalytics floor sensor technology is also utilized by event organizers to measure the number of people entering and exiting throughout the event. The real-time technology keeps the event up-to-date on what schedule sessions are receiving the highest interest and where they need to invest more promotions to drive better attendance. Virtually undetectable, the equipment is placed right underneath entry mats or temporary carpeting and can be used at your venue or session entrances. If you desire to understand the complete journey of attendees, the floor sensors can be deployed throughout your entire convention floor. This helps event organizers understand which booths are visited in succession and what areas are most popular for future sponsorship packages. The technology is also highly relied upon for staffing purposes, where you can evaluate what times of the day are busiest and when they experience lulls in foot traffic. This gives the organizers the ability to employ a more accurate number of people for better customer service at the event.
Convention centers themselves
Overall, more and more convention centers are being built all over the globe each year while existing convention centers are expanding on the amount of events they commit to. The L.A. Convention Center increased the amount of major events in 2016 by 30%. This is an increase to an already top 15 convention center in the country when measured by overall business. Newer and recently renovated convention centers have much more flexibility with their layouts making it more convenient to have different sized events throughout their facility. Advancements in architecture brought way to breakaway rooms, which grant convention coordinators the ability to maximize their space with as many conventions as their square footage.
All these advancements in technology give the event organizers, trade show exhibitors and event attendees more control over their event experience and fosters an environment that maximizes business outcome from their investments.
Scanalytics is among the top 10 fastest growing “Internet of Things” companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.
With over 40 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com.