For years now, trade show and event marketers have invested valuable budget dollars in media and technology only to see those investments routinely ignored by attendees and prospects that walk right by, unaware of the experiences created for them. This panacea of technology as the “great engager” has long been one of my pet peeves. Technology alone doesn’t do it. People are wired to connect to other people. For engagement to take place, marketers still need to put a human being into the equation.
Fortunately, technology itself is starting to help us correct that situation. Marketers are putting iPads, tablet computers and multi-touch applications in the hands of staffers to facilitate the engagement process. That’s a positive first step.
Now let’s take it to the next level. Let’s prepare those staffers with a repertoire of ice-breakers and engagement lines. Let’s train those staffers to take advantage of these conversations by using probing questions to qualify prospects. Let’s provide those staffers with brand stories that they can use to address the needs and interests of target prospects.
If we can do that, we’ll start to see trade shows and events that fully deliver on the inherent value of face-to-face marketing.