Here are five popular interactive technologies marketers use to engage their target audiences at tradeshows and sales meetings, followed by the five most common MISTAKES to avoid when implementing them:
- AR (Augmented Reality): The ubiquitous nature of smart phones and tablets has made AR a much more affordable way to give your target audience an “inside view” of your products or services.
- RFID (Radio Frequency ID): An RFID chip can be placed in just about anything and can record an attendee’s responses to questions, likes and dislikes, or specific movements during an event.
- iPads: iPads are inherently interactive, and can be RFID- and AR-enabled. Furthermore, a simple App download can make an attendee’s personal iPad tell your solution story.
- Interactive touch walls or tables: The name pretty much says it; these can be programmed to perform all manner of tasks, and can interact with RFID, AR, smart phones, etc.
- ARS (Audience Response Systems): Technology choices abound as new response platforms roll out every year. Whether you prefer smart phones or keypads, it’s never been less expensive to engage your event attendees, reinforce important messages, and gather up-to-the-second metrics.
This list is certainly not exhaustive. HOWEVER, marketers routinely make the following mistakes when employing interactive technology.
- Interactive technology is useless if your attendees don’t know where to find it or how to use it. Always have dedicated staff on hand to lead attendees to the technology and show them how to use it.
- Interactive technology cannot close a sale. Always have trained staff nearby to answer questions, clarify messaging, continue the sales conversation, etc.
- Eventually, interactive technology … doesn’t. Always have a back-up plan for when it breaks, which sometimes happens. (Hint: Humans generally don’t break.)
- Interactive technology does only what you tell it to do. Make sure it captures an attendee’s data. When attendees walk away, ask yourself … what do I have to show for this investment?
- What’s next? When the interaction is done, have the attendee’s “next-steps” well defined. Do NOT rely on them knowing what to do or where to go next … if you don’t, they’ll just leave.
Interactive technology is a powerful attract and communication tool, but it is exactly that … A TOOL … and is not an entire event program. But when surrounded with trained professionals, and powered by a well-thought-out marketing plan, interactive technology can be one of your most powerful communication weapons.