According to several well-known sources, the average American spends more than nine hours a day using some form of technology. As such, it probably comes as no surprise that technology has influenced virtually every aspect of who we are, how we live, and the way we do business. It has also had a significant impact on how customers and prospects engage with brands – and sales teams – on the trade show floor.
Trade shows, once known solely as networking events, are becoming a hot bed for the latest innovation-infused, face-to-face marketing experiences, giving brands more access to tools and technology that help them attract, engage, and connect with visitors across the show journey. The integration of screens, tablets, and apps into virtually every exhibit is changing not only the way customers engage, but also how sales and marketing teams interact. The overnight infusion of technology is leaving many brands struggling with the idea of where to invest – high-tech tools or high-touch solutions? So, we’re pressing pause and breaking it all down for you. Let’s begin by looking at the strengths of each:
- Speedy, efficient transactions
- Data capture and utilization
- Impressive rich-graphic demonstrations
- Completely personalized service
- Flexibility and customization
We know that, when used correctly, technology can dramatically enhance face-to-face marketing experiences; and, it can facilitate a speedier, more efficient transaction. But, we also know that technology shouldn’t be relied upon to take the place of people and relationships; because, when it comes to purchase behavior, it is a well-known fact that people want to do business with the people and brands that they trust. That’s why we believe the answer doesn’t lie in an either/or; but in a dual strategy that utilizes the right technology to power relationship-driven, face-to-face marketing experiences.
Below are the top three reasons why you should consider a dual-strategy for your next event:
1. Personalize and optimize the customer experience. Today’s customers expect personalization. They want to know that you’re not just solving challenges, but you’re solving their challenges. Technology facilitates the dialog by asking questions and interpreting data that will guide the outcomes. By using technology to enhance the conversation with your customers, you’ll be able to gather and share information that is most relevant to their needs.
2. Influence engagement between your booth visitors, your brand, and your team. Use technology as a catalyst to drive engagement between your visitors and your booth staff. From lead capture to product demos, arm your booth staff with technology that can be used to attract and engage with booth visitors. Focus your efforts on creating experiences that allow customers to see, touch, and experience your brand in memorable ways. By engaging visitors with experiential solutions, you’ll increase validity of your message and gain trust with your customer.
3. Put a face with a badge scan. Exhibitors are bombarded with booth visitors during a trade show, making it difficult to remember and/or keep track of the needs of every lead. Create tools that complement your sales approach, helping your teams put a face to every badge scan. Utilize guided technology solutions to ask visitors probing questions about challenges to guide conversation and capture valuable inputs about future needs. Then, once the show concludes, utilize the information to build personalized communication plans that deliver meaningful solutions to their challenges.
Are you currently utilizing a high-touch and high-tech strategy? Do you need some help evaluating your opportunities and determining what might be right for you? Exhibitpro can help. Drop us a note at INFO@EXHIBITPRO.NET and we’ll be happy to help evaluate your current approach and/or offer solutions that may lead to improved business results.