Giving Control to Customers

Autonomy is a hot buzzword right now, and it’s no mystery why. People are craving control over their experience in the world.

When AI is serving ads to people left and right and billboards are tracking your phones to serve content based on your purchases and location, it’s nearly impossible to feel like your decision is your own.

The tactics we’ve talked about in terms of using technology to enhance visuals and branding are key in boosting that approachability, extending your presence into the isle.

Feed Curious Customers

If potential customers can easily tell who you are and what you stand for, it breaks the barrier of required interaction and possible unwanted pitches that many attendees are turned off by. Piqued curiosity is only beaten by freely given information.

Once they’ve walked into your enchanted forest, it’s your job to give them a gingerbread house to explore. On the show floor is one of the few times where the marketing experience is still dependent on the lead actively coming to you, rather than you coming to them.

Allow for Interactivity

Interactive kiosks allow for endless possibilities, highlighting all arms of your business in one power packed tool. Serving up quality content, allowing attendees to explore on their own time and focus on their specific business interests, and framing your story through an easy to digest journey are all benefits.

Digital media kits are an eco-friendly alternative to brochures, freeing up customers’ backpacks, living in the cloud.

Scanning or sharing the kit enables attendees to browse and share collateral on their own time, away from the chaos of the exhibit hall, and with the whole team.

Interaction metrics are a key way for you to see what autonomy leads to–where your key demographics interests lie, what parts of your story are getting the most attention, and what information your sales team can start quality conversations with.

Creating Relationships

At the end of the day, everyone wants to be marketed as a human. They want stories, choice, and no false pretenses of them being the one to actually choose what material they get served. Interactivity allows that, with the added benefit of your sales team still being able to activate insights and tools that lead towards customer relationships, repeat sales, and notoriety within your industry.