Reasons Why Mobile Matters for Trade Show and Event Marketers

Mobility is the name of the game for today’s event marketers, and it must be part of every marketing strategy. Fortunately, armed with new interactive technologies, sales and marketing teams can go beyond texting and social media campaigns to reach customers in meaningful 1-to-1 interactions, on and off the trade show floor, in ways they’ve never been able to before. Experienced trade show marketers know that Internet accessibility on the show floor can not only be costly, but often is intermittent and unreliable. Therefore, mobile Apps that don’t require Internet connections can revolutionize the deployment and usage of interactive content at trade shows and events. Without being tethered to an Internet connection, booth staff can now freely move about the exhibition hall– speaking to prospects anywhere they may encounter them (e.g. cafeterias, general sessions, coffee breaks, receptions, registration.)

Having mobile devices at events simply isn’t enough, though; marketers need to focus on developing RELEVANT content: content that truly engages prospects on the show floor while also going beyond flashy graphics and gimmicks to truly communicate product information essential to the buying cycle.

Rather than bringing physical products to events, savvy marketers are turning to 3D Product Models that look and behave just like the physical product, and using these virtual representations to showcase more of their offerings in their trade show booth. By utilizing these interactive product demonstrations on iPads and other tablets, booth staff and sales representatives can literally take these products ANYWHERE on the show floor–in the aisles, to sessions or at any event meeting, all while holding their products in the palm of their hand. Once installed, interactive product catalogs don’t require any type of Internet connection. This allows booth staff to extend the same consistent experience they may offer on large touch screens in their booth directly into the hands of their prospects on mobile devices.

This blog explains the three key benefits for trade show and event marketers who implement effective mobile marketing technologies. As the trend toward virtualization and interactivity continues, potential customers expect “anytime, anywhere” functionality that conveys clear, concise product messages in real time while enhancing efficiency, collaboration and decision-making. It’s up to marketers to deliver the virtual goods when customer interaction opportunities arise – and they can look forward to reaping the following three benefits when they do:

1.    Reduce trade show costs

Trade show costs are reduced when physical products, such as large or complex products (i.e. network, telecom, medical devices and industrial machinery) are replaced in the booth by virtual 3D product models. These virtual interactive marketing experiences can seamlessly replicate the real product and “show” how to solve a business problem while eliminating shipping, drayage, printing, and other marketing costs associated with bringing physical products to a show. This not only increases product accessibility for events, but also enables companies to utilize a smaller booth or vastly decrease the amount of equipment they choose to bring to events.

2.    Enhance customer engagement

Customer engagement is improved by presenting product stories in a far more engaging and dynamic way on mobile platforms including high-definition touch-screen appliances, laptops, iPads, mobile phones and other devices. The user can control their own experience and have the ability to explore features and options with incredible realism. These sophisticated (yet easy to use) 3D interactive product stories provide cohesive communication of strategic messaging, product features, functionality and solution overviews. The interactivity of 3D product models increases the effectiveness of demonstrations by involving users in the knowledge transfer process, meaning prospects walk away with a better understanding of the equipment and its benefits, while the ability for them to drive their own experience results in a much more relevant demonstration for each individual prospect.

3.    Accelerate sales cycles

Sales cycles are accelerated because the 3D product demonstrations can be delivered in any venue and at any time, on or off the show floor. The virtual product experiences allow prospects to easily “test drive”, and compare the benefits and features of various product models even if the actual product is not available. Product stories can include virtual 3D product demonstrations, interactive flow diagrams, video, PDFs and flexible presentations. With this kind of ubiquitous access on any device, Sales teams can get products in front of more prospects sooner, leading to more informed buying decisions and accelerated sales.