using digital to get the most from b2b exhibitions

Using Digital to get the most from B2B ExhibitionsJuly 2013

Thursday, 1 August 2013

Copyright DEER digital Ltd. 2013

1. Evolution of exhibitions

2. Before, During and After the event

3. So what?

Evolution of exhibitions

What do delegates want to achieve?

(SOURCE: Center for Exhibition Research [CEIR ])

What do exhibitors want to achieve?

PRODUCT AWARENESS

MEDIA EXPOSURE

MARKET RESEARCH

COMPETITOR INSIGHTS

INDUSTRY EXPOSURE

BRAND AWARENESS

APPOINTMENTS

CONTACT DETAILS

But...how is performance measured?

Before the exhibition

Develop a strategy

How does this fit into your overall communication strategy?

What do you want to achieve?

Who are the target audience?

How will you reach them?

What about PR?

Grow awareness

✓ Reach existing audience

✓ Reach potential visitors

✓ Offer a reason to visit your stand

Content Marketing/SEO

LONG-TERM

Paid Advertising + Landing Page

MID-TERM

LONG-TERM

Paid Advertising + Landing Page

MID-TERM

Paid Advertising

SHORT-TERM

LONG-TERM

✓✓

Copyright Deer Digital Ltd. 2012

3 steps to Successful PPC

1. Set up

2. Copy

1. Set up

2. Copy

3. Landing Page

1. Set up

Visitors

2. Copy

3. Landing Page

Option 1: Homepage widget to coincide with current events

Option 2: Use a current page as your event(s) landing page

1. Promotion & Legacy

2. Variety: Format & Type

3. Access

4. Contact

Option 3: Develop a dedicated event page2.1.

6. 5.4.

1. Branding

2. Essential Information

6. 5.4.

1. Branding

3. Momentum, Intrigue

4. Social

6. 5.4.

1. Branding

4. Social

5. Agenda

6. 5.4.

1. Branding

4. Social

5. Agenda

6. Taster Content

7. Branded Content

8. Targeted Content

Organise your staff and content

OFF THE SHELF TOOL FEATURES

Solution

Situation

1000’s of looping global energy events

Solution

Situation

Coordination: Staff & Content

Solution

Situation

Bespoke App

Solution

Situation

Inform/Arm

Bespoke App

Solution

Situation

Connect

Inform/Arm

Bespoke App

Solution

Situation

Context

Connect

Inform/Arm

Bespoke App

Solution

Situation

Context

Manage

Connect

Inform/Arm

Bespoke App

Solution

Situation

During the exhibition

Grab attention with product demos

Showcase your strengths & stand out from the crowd

Solution

Situation

You have a video demo of your products/services

Solution

Situation

"So does everyone else"Minimal engagement

Solution

Situation

✓Interactive product demos

Solution

Situation

Solution

Motion Technology

Situation

Solution 3D Animation

Motion Technology

Situation

Motion Technology

Hologram

Situation

Motion Technology

Hologram

Gaming

Situation

Motion Technology

Hologram

Gaming

Situation

Winners Board: Application of technology for product demos

#1. Integrated use of digital technologies

#1. Gaming

#1. 3D Visualisation

#1. Gaming

#1. 3D Visualisation

#1. Touch technology

#1. Motion technology

Encourage engagement

Immediate Communication: Social Media

Case Study: Deloitte: Innovation Live

Social campaign launched to promote Deloitte at World Economic Forum 2013.

Ask industry leaders the ‘Big Questions’ using hashtag #InnovationLive

Bring social contributions to life

Disseminate

Continue the conversation

Disseminate

Continue the conversation

Feed results into

research

Disseminate

Immediate Communication: Apps

There are 100s of apps which enable you to share content instantly

3 Types of Apps suitable for use at Exhibitions

Web App

Email App

Web App

Email App

Mobile App

Apps: Web example

Off-the-shelf example:

Tweetdeck

Apps: Web example

Tweetdeck

1. Add social details of all potential business prior to event

2. Develop an app which again works with your data capture

Apps: Web example

Tweetdeck

3. Participate in relevant conversations

Apps: Web example

Tweetdeck

3. Participate in relevant conversations

4. Focus, track & respond

Apps: Web example

Tweetdeck

TextOff-the-shelf example:

Airmail

Apps: Email example

Airmail

1. Send relevant message & content

Apps: Email example

Airmail

2. Instant notifications

Apps: Email example

Airmail

2. Instant notifications

3. Quick reply: Continue conversation

Apps: Email example

Apps: Mobile example

Strongest guarantee of delivery and access

Timely & relevant

Opportunity to lead

Timely & relevant

Potentially small audience

Opportunity to lead

Timely & relevant Risk: expense

Opportunity to lead

Timely & relevant Risk: expense

Risk: negative brand experience Opportunity to lead

Get qualified leads

Data capture: Dedicated application

After the exhibition

But the work doesn’t end there...

Traditional

Digital

Traditional

Digital

Traditional

Digital

Traditional

Digital

Traditional

Digital

✓ Measurable results

So what?

Have a strategy

Plan for before, during, and after

Have a strategy

Nurture your leads

Have a strategy

Nurture your leads

Measure

Questions?

www.deerdigital.com@deerdigital

using digital to get the most from b2b exhibitions

2o13 copyright deer

landing page

current page

reach existing audience

dedicated event page

current events

target audience

successful ppc

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