iBeacon

This month, 3D Exhibits' tech guru Evan Plotkin explains iBeacon, a trade show technology that enhances exhibit design and marketing engagement.

What is iBeacon and why use it in my trade show booth?

  Evan: iBeacon is a technology that automatically sends content to individuals' devices that have been loaded with an iBeam app (via Bluetooth). The benefit is that the content is pushed—automatically transferred—when an individual is in proximity of the iBeam.

The most basic way to use iBeacon is to place it alongside a product or demo. Then, as people approach the product and iBeacon, the screen of the device is populated with content. Attendees can read the content or, if they prefer, save it to review later.

This technology works great in exhibits, permanent installations, visitor centers, lobby installations, and hospitality events—any environment where you would have an array of products or demos.

iBeacon can make an experience very museum-like. It's not surprising that the earliest adaptors have been retailers, such as the Apple Store, which is pictured above.

When is this trade show technology a good fit?

Evan: I recommend iBeacon for situations where:

  • The sales reps aren't trained to speak to everything in the booth.
  • Your target audience prefers to do self-guided tours than to have a rep interact with them (or before a rep interacts with them).
  • You need to disseminate a lot of information to attendees.

What sort of content can I share via iBeacon?

Evan: iBeacon content can be images, copy, charts, video, animations—anything you like.

What hardware and software do I need?

Evan: iBeacon requires that your attendees each have a mobile device—either of their own or one that you provide. This can be a Smartphone or tablet. iBeacon works on both Apple and Android platforms.

You will also need a custom-for-your-project iBeacon app downloaded onto each device. This is the one downside for trade show use—you have to ask everyone to download your app—or loan them hardware. Of course you can always email your key contacts before the show and give them a link to download the app in advance.

What about the iBeacons themselves?

Evan: iBeacon sensors are fairly small and can be almost invisible. I like options where the sensors are contained in something small and flat like a sticker or keychain.

iBeacon stickers

How is iBeacon better than other technologies—say a touch screen?

Evan: With a touch screen, your visitors have to drill down several clicks to get to the information they want. (I.e. select the correct category, then the correct product type, then finally the correct model). With iBeacon visitors walk up to the item they want and boom—they have the information in their hands.

Another advantage is that with iBeacon you don't have to have extra screens cluttering up your space. It's a really clean solution.

Does iBeacon provide any analytics?

Evan: iBeam gives you great data for measurement. Reports tell you what was looked at, by whom, when—and where they went next. From this data you can analyze traffic flow through your exhibit and which products got the most attention.

Is iBeam expensive?

Evan: Compared to other technologies, iBeacon is relatively cost effective—just a small investment is required to get six beacons and the app. The big cost can be content development—but if you have existing content or other ways to repurpose the content after the show, the per-use cost can be reasonable.

If you'd like to explore how we can increase visitor engagement in your trade show booth with iBeacon, shoot me an email at ngenarella@3DExhibits.com.