Divers, the visitors to your trade show exhibit who really want to get granular with your product and capabilities, need answers. You can't afford not to give them whatever they need—as usually, these are hot prospects in the final stages of recommending, specifying or making a purchase.
The challenge is that what they need is unique—and far more in depth than what Paddlers or Swimmers want. (Learn more about the various levels of exhibit visitor/prospect here.)
So how do you integrate detailed content delivery into your trade show exhibit design and engagement strategy without cluttering up your exhibit with product, samples and literature that are likely to actually dilute the impact of your exhibit for the Paddlers and Divers?
Evan Plotkin, our 3D Exhibits v.p. of technology recommends that you leverage technology as a means of packing 100 pounds of content into a very simple interface. "Technology gives you instant access to additional demos, case studies, videos, stats and every piece of literature you've ever produced—without having to add more than a few touch screens, tablets or small broadcasting devices," says Evan.
Here are Evan's top picks for technologies and applications that seamlessly, clutter-lessly (and nearly space-lessly) deliver content:
- Tablet- You can create a drill-down program that instantly gives your team the ability to pull up whatever content is most relevant to a particular prospect. The advantages are that exhibit staff members can bring the technology to your visitors since it's hand-held. The downside is the small screen size.
- Touch screen- This is an alternative to delivering content by tablet. The advantage is that you can deliver the same content more elegantly via a much larger screen size. The drawback is that you give up mobility and larger monitors need some sort of wall or backdrop to be mounted to. (Some exhibitors achieve additional flexibility by using both large touch screens and tablets—and letting the booth staff decide what is the best interface to support each conversation.
- E-lit- This application enables prospects to select content and email it to their inbox or to colleagues. Eliminate the need to bring any physical literature to your exhibit by adding eLit capabilities to the content on your tablets or touch screens.
- QR Code- QR codes enable visitors to download additional information by scanning a code. The advantage is that you don't need to provide any hardware. The downside is that attendees have to have Smartphones and load a QR code app.
- iBeacon- With this push technology, visitors who have opted in automatically receive an invitation to receive more information. The advantage is that you don't need to provide any hardware. The drawback is that attendees have to have their own Smartphone—and download your app.
One final note from Evan-regardless of which technology you use, the technology alone won't do the trick. Train your staff to engage with visitors and assist them in engaging with your technology to maximize your results.
How do you deliver content to your deep-dive prospects?
