Are You in an Event Tech Rut? Know When to Upgrade

June 14, 2018

John Alcure

John Alcure is Director of Sales for SmartSourceComputer & AV Rentals based out of the company’s Chicago office. He is responsible for regional sales across the U.S. and leading SmartSource’s national call center operations. His expertise spans over 30 years in the events, travel and hospitality industries.

If you are like many exhibitors, industry trade shows are an opportunity to put your best foot forward. You have a captive audience of customers, prospects and industry peers that demand you go all out to position your company, products and services in the most positive light. 

How do you do it? For starters, you should be leveraging the suite of ever-evolving event technologies rather than taking a formula approach and using exactly what you did last year. Using a fresh approach, driven by leading-edge event technologies, will enable you to create the greatest impact. Begin with a strategic approach by assessing your primary goals for this year’s trade show, then consider how various event technologies can help you achieve your goals.

Your Goals: The Right Event Technologies

Ask yourself, “What are my top three goals for this event?” For example, they may be to:

  • Launch a new product/service
  • Present the company’s new brand
  • Prospect for new customers
  • Make a strong impression on potential merger/acquisition partners

Each of these goals can be facilitated through the application of one or more event technologies, some of which you may not have previously used. An experienced event technology resource – one that takes a consultative approach – can help you make the right technology selections and architect the best trade show exhibition. 

From Product Launches to New Brand Roll-outs, Prospecting and Influencing

Consider the launch of a new product/service. Oftentimes, demonstrating a product is a great way to engage traffic at a booth and is the best way to showcase the product’s features and value proposition. Using an LED monitor to showcase your product is ideal. If the product falls under the category of a luxury product where the highest resolution and image quality is essential, you would be well-served to use a 4K UHD (ultra-high definition) quantum dot monitor, which delivers over one billion colors at 100 percent color volume and produces deep blacks, pristine whites and sharp hues for content with maximum impact and rich, realistic details.  

Let’s say the company just rolled out a new brand. A high-profile LED, 4K, video wall or touch screen display can create enormous impact. Having the company CEO present the brand and the rationale behind it in a video presented on an LED display or video wall at your booth is a great way to deliver your new brand message. 

If prospecting for new customers is a top trade show goal, consider digital kiosks. The latest digital kiosks have built-in PC, 4K UHD displays and are great for engaging customers and prospects with interactive content. They can be custom-branded and can feature charging stations, where show attendees can come to charge their mobile devices and exhibitors can deliver targeted messages to those waiting for their devices to charge. 

Prospecting can also be advanced using lead retrieval software at your exhibit. This solution enables exhibitors to capture robust prospect data accurately and easily and then use that data to efficiently qualify, prioritize and distribute leads generated at the show. The software also has the ability to measure conversion and close rates. Any exhibitor with a goal to develop new business at a trade show would be wise to upgrade their event technology to include lead retrieval software.

All of these technologies would make a great impression on industry peers and potential candidates for a merger/acquisition. There are other new event technologies that also influence your industry targets and signal that your company is a top-tier player – for instance, the latest model touch tables. A 55” 4K resolution 40-point touch table enables interactive applications, dynamic messaging and a truly engaging experience. They are very effective for displaying digital content and even gaming applications.

Being proactive, strategic and open to considering new event technologies can help you achieve your trade show goals and a much higher ROI on your overall trade show investment.


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