Showing Complex Products, Simply

Posted on December 20, 2011 by kaoncreativecrackerjack

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Complex products and processes can be a challenge to illustrate well. In the case of the BD Max, a fully-automated molecular diagnostic device, the challenge was showing the physical features of the device as well as a very detailed workflow that happens at the software and DNA level. In order to address this challenge, we introduced the viewer to the physical features and benefits of the device, with a real-time 3D Kaon model of the device that the user may spin, zoom, and explore. This creates an interactive learning experience in which the user can control and investigate what is of interest to them.

To completely tell the process story, we needed to transition the viewer to a linear process that happens at the device, software, and DNA level. In order to do this, it was important to remove any elements that might complicate that story, while exaggerating the scale of the chemical reaction happening at the DNA level. To achieve this, we moved from the real-time 3D view, to an illustrative view, which allows the viewers to walk through a complex scientific process at their own pace, and in small digestible pieces. This ultimately creates a better, more memorable understanding of the product, so that audiences could fully grasp the features and benefits of the sophisticated device.

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Trade Show Technology Trends to Watch in 2012

Posted on December 11, 2011 by darlenehollywood

Some of the strong technology trends that emerged in trade show and event marketing in 2011 are sure to carry through to 2012…

Indoor Positioning Systems use a new technology that is more precise than GPS.  In conjunction with smart phones and tablets, these systems could be employed in exhibit halls to track traffic, provide directions, and deliver advertising and promotional messages. In conjunction with QR codes, the technology could be used to create a high-tech scavenger hunt.

QR Codes are popping up everywhere. Once incorporated into graphics, Quick Response codes can be used to run contests and videos, or to convey brochures and websites. They work best with “click to value”, so be sure to give attendees a reason to scan. Don’t limit QR codes to the trade show booth; think about getting them onto other promotional material, even lanyards.  For now, the audience may not be familiar with how QR codes work, so they should be accompanied by instructions, and a shortened URL alternative.

Social media integration is not new, but it is not going away. Twitter hashtags are a great way to connect with attendees.  YouTube videos of your booth in action could extend the reach of your booth beyond the exhibit hall. Something as simple as taking visitors photos at your booth and tagging them on Facebook could put your brand in front of hundreds of new prospects.

Free Wifi is increasingly in demand by trade show attendees and exhibitors. Look into the possibility of sponsoring the WiFi access to elevate your company’s profile.  Don’t forget to make sure your website is mobile-friendly.

Interactive Kiosks such as Kaon’s Presenter Pro, which was named a “Buyer’s Choice” at the Exibitor2011 world conference and exhibition for trade show and corporate event marketing, are here to stay. No matter how knowledgeable the trade show booth staff, if they’re outnumbered they may not be able to help everyone who stops by. Also, some people prefer perusing products and information on their own. Kaon’s technology allows customers to explore, learn and engage with products with or without assistance.  On a smaller scale, iPads loaded with the company’s product catalog can encourage customer interaction.

Technology provides valuable tools to connect with the customer. It doesn’t replace human contact, but it can enhance the interaction and help you stand out.  There’s no substitute for face-to-face conversations.

What trends do you see being big in 2012?

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The Tradeoff of Trade Shows

Posted on December 9, 2011 by darlenehollywood

Trade shows evolve over time, but a company’s decision to exhibit may become automatic. Before your business registers for its annual appearances at the trade shows you’ve always attended, take time to re-evaluate if it is worth the investment.  Make sure the work and money poured into your company’s trade show exhibit are hitting their intended mark.

One way to assess the value of a trade show is to consider who will hear your message. Contact trade show management and request a list of attendees’ job titles to verify you will be face-to-face with decision makers.

Examine the show schedule carefully – are all the shows really necessary? Make sure the seminar schedule reflects attendees’ needs and interests.  Look for ways to fine tune your marketing to fit the themes explored in the seminars.

Are you offering something new and different this year? If the show is attended by the many of the same people year to year, do they have a good reason to talk to you this time?

Once you’ve determined attendance would be worthwhile, consider whether you should modify the amount of space you are booking. As you upgrade the technology of your booth, you may be able to do more with less space (and less expense.)

Have you changed your trade show strategy? What criteria are most important in your decision to exhibit?

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