Industry events and trade shows…they are a classic activity that has many wondering if they are still valid or as valuable as they once were. In other words, real-world marketing has its doubters.
Yet, we’re here to help you overcome any worries or concerns in that area. After all, as marketing expert Joe Pine said:
“From now on, leading-edge companies – whether they sell to consumers or businesses – will find that the next competitive battleground lies in staging experiences.”
Where can you stage an experience more directly than a trade show or industry-related event? And yet, as so many of us have thought (and what is one of the oldest stories in the tradeshow business): Exhibitors complain or avoid some events because show’s managers or organizers failed to get enough leads, while those managers say that there were plenty of leads and exhibitors didn’t know what to do with them.
So, who is correct?
We could open up the proverbial can of worms (and an unending, circular argument) here by siding with either side. What we can say is that it depends initially on the show in question and the general popularity of the event. When there is even a moderate number of attendees, however, we would say that it has always been incumbent on the show manager to prove the value of buying space on the show floor.
They need to talk numbers, previous participation, the number of slots sold, how competitive the pricing is for their vendors, and so on. They need to convince participants that the expense of the booth is going to yield a high enough ROI to be worthy of the cost and effort.
Is it really down to the manager or other entity to prove that it is entirely worthwhile? In a word: No.
There are a lot of moving parts inside the answer to the question of who is responsible for making an industry event a successful endeavor, but one area that just cannot be overlooked is the role that those who pay for space must take. And while it might have been argued that too many factors might make even the best booth or display a failure, technologies and time have caught up.
What we mean is that most events no longer have “dead spaces” or poor performance zones. We also mean that there are devices and technologies that can improve on-site engagement, performance, and improve the audience experience. They can ensure that any booth is worthy of the investment.
This is where FastSensor enters the equation and helps by picking up on non-personal signals sent from devices that protect identities while enabling real-time monitoring and observation of consumer patterns. In a trade or event booth, FastSensor will provide everything from:
• Foot traffic analysis
• Attraction by area
• Brand awareness (i.e., monitors time-in-view and impressions)
• Display testing
• Traffic flow analysis
With your participation in a single event, you have the kind of event data you need to see just how your audience engages with your product, service, brand, or display. It unveils patterns that you would not be able to track manually, and it qualifies leads so you can see a greater ROI on your participation in an event of any size.
It is not only the immediate benefits that yield rewards because it is also a system through which you can improve your displays and generate more targeted outcomes at future events. By understanding how your audience behaves in real-time and adapting to their patterns and needs, you can make your booth well worth the time, money, and effort invested into it, and yield measurable outcomes, understand the cost of acquisition, and gauge authentic ROIs.