TSNN's recent article, "How Much is Too Much When It Comes to Event Technology," got us thinking. Although the article is more about the trade show or event as a whole—rather than about a single company's trade show exhibit, the same perspective applies: When it comes to trade show booth technology, more isn't always better.
So how do you discern if a particular exhibit technology or application will be of value to you versus cool just for the sake of being cool? We've put together a list of questions you can ask yourself to make that determination. These questions apply to augmented reality, touch screens, custom apps, lead gen and more. To get the best responses, consider the technology, the content, and the user experience in your answers.
The YES questions
Ask yourself the following questions about the trade show technology under consideration. Any technology that doesn't generate a "yes" to at least one of these questions is probably not the right technology for you.
- Does the technology enhance your visitors' experience in your trade show exhibit in a way that enhances or articulates your message or brand?
- Does the technology draw attention in a way that is consistent with your product or message?
- Is the technology and the way it is implemented consistent with your brand, product and message?
- Does the technology explain something or tell a story about your brand or product?
- Does the technology draw attention to the attributes of your company or product that you want to highlight?
- Does the technology draw your target audience into your exhibit?
- Does the technology extend the length or depth of engagement with visitors?
- Does the technology increase quality or length of engagement with your product, message or brand?
- Does the technology enable you to build a stronger relationship with customers and prospects?
- Does the technology enable you to customize visitors' experiences based on their preferences, needs or interests?
- Does the technology reinforce your commitment to service and/or innovation?
- Does the technology increase ROI or help measure the success of your trade show exhibit.
- Does the technology enable you to reach people you wouldn't be able to reach otherwise?
- Is the cost associated with the technology in proportion to the value it will provide? In other words, will the value (in impressions, number of visitors, length of engagement, etc.) be in line with the cost?
The NO questions
Ask yourself the following questions about the trade show technology under consideration. Consider any "yes" to these questions to be a red flag indicating that the technology under consideration is probably not the right technology for you.
- Does the technology confuse your message or draw attention away from your product?
- Does the technology distract from your message and/or product?
Are there any other questions you use to evaluate trade show technology? If so, please share in the comments below.
