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If you’ve been trying to convince management to increase your exhibit and event program budget—or let you enhance your new pre-, at-, and post-event outreach—the results of a new study by UBM may help you plead your case.
UBM, a media and events company with a large roster of tech events, has released results to a study it conducted related to technology events. “The Tech Buyer’s Perspective How to Engage for Event Success” surveyed 820 technology professionals who attend industry conferences and expos.
Although the study was limited to technology marketers, we think the findings are relevant to almost all industries. Leverage these stats in your efforts to persuade management to let you enhance your trade show program—
Preshow outreach makes a difference—
- 59% of technology professionals research exhibitors prior to an event.
- 62% are more likely to visit a vendor’s booth if they have communicated with them in advance of the show.
- 75% are more likely to stop and visit a vendor’s booth if they can meet a subject matter expert.
Attendees want to learn—
- 75% want to see technology demonstrations.
- 68% are interested in technology “how to” materials.
- 44% want case studies or peer perspective.
- 81% would attend a smaller vendor-hosted breakout session at an industry event.
Attendees want quality content—
- 52% of professionals would be interested in a follow-up email with additional research or information from exhibitors.
- 65% are less likely to engage with a vendor who has “Too much marketing fluff.”
- 55% are less likely to engage with a vendor who “Only had product brochures available; content was not robust enough.
Prove the benefit—
- 72% of technology professionals would continue to engage with technology vendors if they demonstrated how the supplier solution could help their business.
Smart marketers use selective bursts of color to strategically draw trade show attendees’ attention exactly where they want it.
The benefit of these color accents is that prospects and customers look where you want them to look—and notice what you want them to notice. As a result, more attendees see—and remember—your message.
Property Solutions used this technique to draw attention to three key elements: its corporate ID, round halos drawing attention to its product demos, and the new car it was giving away.
5.11 Tactical drew attention to its legendary tactical gear by lining up its mannequin displays on a platform of its signature caution yellow. The result was a giant, glowing underscore highlighting the gear.
How do you use color to direct your exhibit visitors’ attention?
Exhibits designed by 3D Exhibits.
The Event Marketing Institute’s 2014 EventTrack study confirmed what we exhibit and event marketers have intuitively known all along—event and experiential marketing is now the most effective way for marketers to connect with their audiences. Sponsored by Mosaic, the report includes the results of three separate surveys—one to brand marketers, one to agencies and one to consumers.
Over 600 major corporations responded to the brand survey. Key findings include:
- 79% of companies participate in events to increase sales, 78% to increase/create brand awareness, 59% to launch new products, 52% to enhance product knowledge & understanding, and 51% to influence deeper customer involvement.
- Brand marketers expect their annual budgets to increase by over 5% in 2014.
- 78% of brands are measuring their event and experiential programs in 2014—an increase of 7% versus 2013.
At the other end of the spectrum:
- 74% of consumers surveyed reported having a more positive opinion about the company, brand, product, or service after event participation.
- 93% said live events help them understand products or services better than TV commercials.
- 96% said when it was a product they were interested in, participating in the event made them more inclined to purchase.
Overall, the survey provides a rosy outlook for our industry’s future. It is also is a valuable tool that exhibit managers whose brands haven’t fully embraced the power of events can leverage to motivate management to get onboard.
Download the EventTrack 2014 executive summary at http://www.eventmarketing.com/eventtrack2014.COMMENTS
Lighting is an excellent tool to direct trade show attendees’ attention to specific portions of your exhibit. Use light to direct traffic flow, highlight a particular area of your booth, or give new products the hero treatment.
Illumina—“Check This Out”
Illumina used illuminated LED inlays to draw attendees to its demo kiosks. The glowing pinstripes cycled through the entire of spectrum of color—blue to red and back again, which added visual punch to the kiosks’ appearance and helped Illumina stand out on the show floor.
MC Appliances—“May I Help You”
A common exhibiting challenge is intuitively directing attendees to your reception counter. MC Appliances overcame this with a trio of simple pendant lights that called attention to the counter and drew visitors’ attention.
Alcon—“Look At This!”
Although we didn’t design Alcon’s exhibit, we had to include this great technique for highlighting new products. This plexi surface is so thin it practically blends into the carpet. But it emits enough light to give the product placed on it the “hero: treatment.
Elkay and MC Appliances exhibits designed by 3D Exhibits.
While you’re planning your agenda for this year’s HCEA Annual Meeting—June 21-24 in Cleveland, Ohio, be sure to put a visit to 3D Exhibits (Booth #424) at the top of your to-do list.
Eight reasons to put 3D Exhibits on your HCEA agenda:
- It’s all about you. We’re delivering custom experiences that focus on you and what you need.
- Increase results. Discover ideas, tools, and tactics that increase the effectiveness of your exhibit program.
- Yum. Can you say sparkling soft drinks and popcorn balls?
- Trade show technology. Learn what’s new—and how to make it work for you.
- Inspiration. We have got some interesting case studies for you…
- A fun gift. We think you’ll like it.
- Get to know us better. We’re resourceful, creative—and really fun.
- Education. Ok, this one isn’t actually in our booth, but we hope you’ll join our own Michael Seymour as he moderates breakout session: “The Art of Healthcare Data Collection: The Means to the End.” Michael has put together some great panelists to address this hot topic.
In addition, Michael is presenting a session on budgeting titled “Doing More with Less v2014.”
Hope to see you there!