The Numerous Ways in Which Technology is Transforming #Tradeshows
In the last two decades, technology has radically transformed how tradeshows are organized and managed. Though the changes are more exponential than linear in nature, a quick review can reveal how the many technology solutions you use through the year are closely integrated links in an unbroken chain that runs parallel to your show cycle.
Operations – Smart event management and efficiency tools are helping to significantly reduce paperwork and errors, increasing your team’s productivity multifold in the process.
Business Intelligence – Because operations have been streamlined, a wide array of solutions can be easily utilized to retrieve, analyze, transform and report data for each KPI. This has enabled eventprofs to understand their markets better, manage attrition better and explore new channels to grow their events.
Marketing Automation – With a better understanding of their audience’s behavior pattern, show marketers can send out highly personalized and targeted communications to prospects and subscribers as, when and where appropriate.
Customer Service & Support – With web and mobile technology becoming both affordable and ubiquitous, information is being disseminated and collected faster than ever. In addition, the advent of touchscreens and sensor technology have also greatly helped increase attendee engagement. Data collected through these interactions, in turn, is helping show organizers identify strategies to win attendees and exhibitors back for the next show cycle.
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.