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Leveraging Technology in Your Trade Show Marketing

by Gwen Parsons 11. April 2013 19:07

It's no secret that everyone in the trade show world is buzzing about new technologies and how to apply them to their trade show and event marketing programs. Marketers have a high tech future full of new gadgets, apps, and interactivity devices to help them engage potential buyers before, during and after the show. Exhibitors want to learn more about them so they won't be left behind.

Events are bursting with exhibitors using large monitors, touch screens and projection systems integrated into their trade show display. Touch screens are being embedded into counters like the one below by Nomadic Partner Hamilton Exhibits. RFID (radio frequency identification) tags are microchips with an antenna that can be attached to any object – a pre-show mailing, a show badge or a token for an in-booth game. When the tag comes within range of an RFID receiver it can trigger lighting, sound or video in your display. These devices are expanding how exhibitors can attract, stop and engage visitors on the show floor.

trade show displays

(Photo courtesy of Exhibitor Magazine) 

Some experts are predicting that tablet sales will exceed PC sales this year. Tablets are being used for everything from controlling presentations to theatre groups to facilitating one-on-one conversations. And they are probably one of the most popular giveaways in prize draws too!

Smartphones are getting smarter at being able to deliver all kinds of content. QR (quick response) codes grew out of bar coding technology. You've seen those black and white squares printed on everything from ads to display graphics. The next generation is digital watermarks which can be associated with any image but are only seen by smart phones. Both require downloading a reader App to the smartphone in order to connect to images, websites, even videos. NFC (near field communication) establishes radio communication between smartphones by touching them together – another new way for visitors to share your content socially.

In short, 2013 is shaping up to be an exciting year for technology that will benefit both trade show exhibitors and visitors. All in all this is very good news for those who take advantage of these changes and do their best to be on top of the tech game.

 

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