OUTSIDE-IN AND INSIDE-OUT THINKING FOR YOUR FACE TO FACE MARKETING
OUTSIDE-IN AND INSIDE-OUT THINKING FOR YOUR FACE TO FACE MARKETING
Map your customer journeys from the outside in. Don’t start with your products and services — start with the outcome that your customers seek.
Understand the customer experience ecosystem that your brand has created to serve your customers, and then connect this outside-in view of your customers to the business capabilities that you need to help your customers achieve their outcome. This requires the participation of the upper management team. Because, it requires the linking of business capability mapping to customer journey mapping. This exercise will help you formulate a set of goals that you need to architect for your next trade show exhibition.
CHOOSE THE RIGHT EVENT TO HELP YOU EXECUTE YOUR GOALS
Trade show attendees expect experiences where they can interact with brands in a meaningful way. Without an experiential strategy, you're ignoring both hearts and minds.
Your brand is no longer an idea in the minds of your customers and your prospects.Your trade show exhibit is a powerful, physical manifestation of your brand...so take charge: enlarge, engage and excite.
Design Your Booth For the Right Digital Interactivity
You are what you exhibit at trade shows. So make your ideas stick with your attendees. Harness interactive technology to help your audience interact with your brand. Attendees who are engaged, stimulated and educated have a shorter and memorable customer journey map.
The multi-touch screen of the iPhone introduced in 2007, revolutionized the hand set screen, and triggered a major momentum towards touchscreen for all sizes of display. As a result, Apple ushered in a dramatic behavioral change. As a result, we as human beings now come to expect to interact with screens.
The latest offering from Sony: unlike traditional projectors, Xperia Touch does more than put on a show. it turns a flat wall, table or even your floor into an interactive screen. with short-throw projection, Wi-Fi connection and state-of-the art touch functionality, this portable projector adds a whole new dimension to your event and your booth space
Science has shown that humans communicate best face-to-face.
Face-to-face communication involves the integration of “multimodal sensory information,” such as nonverbal cues (facial expressions, gestures, etc.)
Face-to-face communication involves more continuous turn-taking behaviors between partners, which has been shown to play a pivotal role in social interactions and reflects the level of involvement of a person in the communication
These factors are critical to effective communication and may even play a role in helping to synchronize your brain with others in your conversation. In fact, research has shown a significant increase in the neural synchronization between the brains of two partners during face-to-face, but not during other types of, conversation.5
According to the study, which was published in The Journal of Neuroscience:
The quality of the communication was found to be a more important contributor to neural synchronization than the quantity of communication. This suggests that perhaps even infrequent in-person meetings may have more of an impact than frequent digital meetings.
More recent studies on videoconferencing have shown that the more closely technology can simulate a face-to-face interaction, the more participants are able to focus, engage, and retain information — take note of this when you are hosting webinars from the show floor. By combining virtual reality and the Internet of Things, two innovators have created what could be the next step how we communicate with each other over long distances. The two products, Empathy VR and the OdenVR Telepresence Robot pair a virtual reality head-mounted display with a highly mobile remote-controlled robot. The ability to both look and move freely within a real-world space creates a very strong illusion of actually being present.
Design Your Booth For The Satisfaction of the Olfactory Nerves
"Smell influences about 75 percent of the emotions we generate everyday," says Martin Lindstrom, the author of "Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight, and Sound." "With the right smell, you can create an emotional and extremely deep relationship between your brand and your customers." Some exhibitors have always understood scent's innate power: Booths at food and beverage shows - from the Fancy Food Show to Kosherfest - have long baited attendees with the aromas of their latest offerings, whether it was cinnamon or edible flowers.
A simple tea ceremony often gives the richness in texture and the calmness of space
Recent research by Rutgers University study that discovered "contemplative shoppers" - the lookie-loos who stroll into your booth, take up your time, and then bail without buying anything - might be as much as 14 percent more likely to make a purchase if you mist your area with a pleasant scent. Further studies by SMI and C. Russell Brumfield, author of "Whiff! The Revolution of Scent Communication in the Information Age," also show that floral and citrus scents can influence people to linger as much as 25 to 40 percent longer in stores. That's a veritable coup for exhibiting companies, considering the Center for Exhibition Industry Research (CEIR) reports that the average attendee spends just 8.3 hours visiting exhibits at a show.
Design Your Booth To Expand Your Brand Horizon with Cause Marketing
“Cause Marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit.”
Why does Cause Marketing matter to you as a Marketer?
Because, your customer cares about helping others. Also, keep in mind — the bigger the cause, deeper will be your brand foot print.
72% of consumers have donated to charity at the register, and 65% of consumers felt positive about the company after giving. (Catalist’s Revelations at the Register.) Associating your company with a like-minded non-profit business that helps others, shows your customers that you care about a cause, and are willing to spend time and money as a business to be a part of it. Furthermore, a whopping 91% of millennials would switch brands to one associated with a cause (Cone Communications Millennial CSR Study) There is a huge opportunity to make it know that your company cares about helping others, and other businesses, by mutual marketing through cause marketing.
Design Your Booth to Dazzle Your Audience with Gripping Motion
A study from the Stockholm School of Economics found that when it comes to product displays, motion increases sales. That research concluded that grocery store shoppers were 64 percent more likely to buy a particular brand of milk when its product display included a kinetic element. Dr. Christophe Morin, a media psychologist and the CEO of Salesbrain LLC, claims that moving objects are the most powerful visual stimuli. The reason is simple: As we evolved, humans developed a keen ability to sense and instantaneously evaluate objects in motion because those objects might pose a threat to our well-being. That's why our primal response when we encounter anything in motion is to direct our attention toward it.
Dr. Christophe Mori explains these three factors that will increase the impact of your exhibit's kinetic elements.
Dr. Christophe Mori explains these three factors that will increase the impact of your exhibit's kinetic elements.
1. IMAGE SALIENCY
One aspect that affects the degree to which motion attracts the eye is image saliency, i.e., how much a moving object stands out from its background environment. As such, objects in motion that are brightly lit or contrast sharply from their background will stand out more and demand more attention from viewers than poorly lit objects that blend into their backgrounds.
One aspect that affects the degree to which motion attracts the eye is image saliency, i.e., how much a moving object stands out from its background environment. As such, objects in motion that are brightly lit or contrast sharply from their background will stand out more and demand more attention from viewers than poorly lit objects that blend into their backgrounds.
(ABOVE LEFT) Standing more than 10 feet tall, the gigantic machine incorporated white lights embedded into the washer's rotating drum that resembled water jets. (ABOVE RIGHT) Attendees used a lever and dial to manipulate air flow inside the 10-foot-tall test tube to get the protein particles to hover at an acceptable range marked on the side of the test tube, mimicking how the drug works to control protein levels in patients' bodies.
2. PERCEIVED DANGER
Perceived danger influences motion perception. Nothing in your exhibit should be physically threatening, but there are certain factors that make the human brain perceive an object as more threatening. Faster objects and those moving toward the viewer pose more of a potential threat — and therefore attract more attention — than slower objects moving away from the viewer.
(ABOVE) A champagne bottle passed through a Plexiglas barrier with a bottle-shaped cutout to prove a conveyor belt's smooth ride.
3. LINE OF SIGHT
While humans will sense and respond to practically any moving objects within their range of vision, those on the periphery are often deemed less noteworthy than those directly in their line of sight. So instead of a rotating sign hung high atop your exhibit via overhead truss, consider incorporating kinetic elements that will be closer to the eye level of attendees walking by.
While humans will sense and respond to practically any moving objects within their range of vision, those on the periphery are often deemed less noteworthy than those directly in their line of sight. So instead of a rotating sign hung high atop your exhibit via overhead truss, consider incorporating kinetic elements that will be closer to the eye level of attendees walking by.
(ABOVE) Consider hiring jugglers, acrobats, magicians, tricksters to liven your event exposure. Trade show entertainers can learn your technology and effectively communicate your brand messages.