Trade Show Technology Trends You Need to Know About

By Michelle Bruno, MPCBruno Group Signature Events

Key Learning Points3 macro technology trends that

will affect the trade show industry: Big Data, Social Discovery, Social Collaboration

Micro technology trends within trade shows: mobile, social and virtual platforms

Framework for making better technology decisions

Macro Trend: Big Data “…one of the most exciting parts of the

LinkedIn platform and the LinkedIn ecosystem is that the more members we attract, the more deeply they become engaged, the more data is being generated.  And that data can be leveraged to create more relevant experiences for our members and better return on investment for our customers. Data really powers everything that we do.”—Jeff Weiner, LinkedIn  

Behind the Scenes at Reed Expo’s New Pricing Initiative

Booth space pricing model was flawedCustomer insight revealed that

exhibitors will pay more if they have a choice on location, attributes, timing, price

Price-conscious exhibitors will accept less amenities for lower price

New sales strategy based on value not volume

Customer value choices improved profit

Behind the Scenes at Reed Expo’s New Pricing Initiative

Nancy Walsh, Executive VP Reed Exhibitions, North America http://www.eceforum.com/Documents/

A_ECEF2012_Walsh_final.pptx

Hanley Wood’s Search for Insight

Hanley Wood’s Search for InsightAnalysis of survey, registration,

travel/housing dataBroader picture of “who the audience is,

what they say they want and what they are really doing”

Looking at:◦ Acquisition source ◦ Retention rate ◦ Engagement across channels ◦ Sentiment ◦ Unmet needs and opportunities.

Using MS Excel and Access

Macro Trend: Social Discovery

”The world of strangers we live in is changing this (local tech) is going to be like a new 6th sense that we all have, and wonder how we lived without."~ Paul Davison, Highlight

Macro Trend: Social Collaboration

“I think we’re going to look back at this as the age of collaboration and the acceleration of problem solving.”

~Tiffany Shlain, Filmmaker & Founder/The Webby Awards

Outdoor Retailer Collective Voice

Outdoor Retailer Collective Voice

Online forum for OR stakeholders (invitation only) to discuss relocation, show growth

Several thousand registrants300 commentsParticipants given all data to make

informed commentsResults late 2012/early 2013Model for decision-making in the

future

Outdoor Retailer Collective Voice

“Coming into this industry, I was a bit surprised at the secretive nature of decision making. I thought it was something that needed to be changed. One of my roles here is to change that model so that the trade show is not seen as a necessary evil. We want to be a partner that is tuned into the micro details of the industry. Our goal is to be be as transparent as we can, show a human face and be a willing partner.”

--Kenji Haroutunian, VP, Nielsen Expositions

Outdoor Group

Micro Trends in Event Mobile

QR Code ReadersSoLoMo (Social Local Mobile)Game LayerAugmented RealityInteractive floor plans

Micro Trends in Event Mobile

Mobile payments/ticketing/registration

HTML5Detailed analyticsHeat mapping Using GPS in phones to locate

contacts Bluetooth-style advertising at

booths

Micro Trends in Event Social Media

PinterestVideoCommunity

formation/managementSocial kiosksDigital media coverage of eventsContent Marketing

Social Kiosks

SocialPoint Station

PhotoPoint Station

TouchPoint Station

http://interactivemeetingtechnology.com/explore-socialpoint-options/

Digital Media Coverage of Events

Content Marketing

Content Marketing

http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/

Micro Trends in Virtual Events

Use Case ExpansionMobile UsageGamification as a game layer,

not individual gamesSocial broadcastingMonetization models emerging

Convergence of Mobile/Social/Virtual

Convergence of Mobile/Social/Virtual

Most event guide apps come with social functionality already

Now virtual platforms are moving more vigorously toward mobile extensions

“Meetings in a Box” will become “Meetings on Your Mobile”

Challenges of Technology Proliferation

Growing demand for technology expertise within organizations

Skyrocketing demand for Wi-Fi on trade show floor

Huge need for strategies around technology selection

Integration of multiple platforms and apps

Framework for Trade Show Technology Selection

New Set of Objectives for Trade Show Organizers

Event experiences that reflect the new preferences and behaviors of stakeholders

Frictionless trade showsEnvironment that capitalizes on the

unique qualities of a face-to-face experience

Recognition that trade show is only one point on the continuum of engagement with a community

Contact Info:

Michelle Bruno, MPCmichelle@brunogroup.com

ForkInTheRoadBlog.com

Brunogroup.comTwitter: @michellebrunoLinkedin.com/in/

michellejbrunoFB: Bruno Group Signature

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