using digital to get the most from b2b exhibitions

Using Digital to get the most from B2B ExhibitionsJuly 2013

Thursday, 1 August 2013

2013

Copyright DEER digital Ltd. 2013


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1. Evolution of exhibitions


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2. Before, During and After the event


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2. Before, During and After the event

3. So what?


Evolution of exhibitions


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What do delegates want to achieve?

(SOURCE: Center for Exhibition Research [CEIR ])


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What do exhibitors want to achieve?


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What do exhibitors want to achieve?

PRODUCT AWARENESS

MEDIA EXPOSURE

MARKET RESEARCH

COMPETITOR INSIGHTS

INDUSTRY EXPOSURE

BRAND AWARENESS

APPOINTMENTS

CONTACT DETAILS

LEADS

SALES


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But...how is performance measured?


Before the exhibition


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Develop a strategy


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How does this fit into your overall communication strategy?


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What do you want to achieve?



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Who are the target audience?



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Who are the target audience?

How will you reach them?



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What about PR?


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Grow awareness


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✓ Reach existing audience


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✓ Reach potential visitors


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✓ Reach potential visitors

✓ Offer a reason to visit your stand


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Content Marketing/SEO

LONG-TERM


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Paid Advertising + Landing Page

MID-TERM


LONG-TERM


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Paid Advertising + Landing Page

MID-TERM

Paid Advertising

SHORT-TERM


LONG-TERM


!

✓✓


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Copyright Deer Digital Ltd. 2012

3 steps to Successful PPC


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1. Set up


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1. Set up

2. Copy


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1. Set up

2. Copy

3. Landing Page


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1. Set up

Visitors

2. Copy

3. Landing Page


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Option 1: Homepage widget to coincide with current events


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

2.

3.

4.

1.


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2.

3.

4.

1.

1. Promotion & Legacy


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2.

3.

4.

1.


2. Variety: Format & Type


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2.

3.

4.

1.



3. Access


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2.

3.

4.

1.



3. Access

4. Contact


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Option 3: Develop a dedicated event page2.1.

8.

7.

6. 5.4.

3.


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8.

7.

6. 5.4.

3.

1. Branding

2. Essential Information


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8.

7.

6. 5.4.

3.

1. Branding


3. Momentum, Intrigue

4. Social


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8.

7.

6. 5.4.

3.

1. Branding



4. Social

5. Agenda


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8.

7.

6. 5.4.

3.

1. Branding



4. Social

5. Agenda

6. Taster Content

7. Branded Content

8. Targeted Content


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Organise your staff and content


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OFF THE SHELF TOOL FEATURES

Issue

Solution

Situation


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Issue

1000’s of looping global energy events

Solution

Situation


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Issue

Coordination: Staff & Content


Solution

Situation


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Issue


Bespoke App


Solution

Situation


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Inform/Arm


Issue


Bespoke App


Solution

Situation


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Connect

Inform/Arm


Issue


Bespoke App


Solution

Situation


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Context

Connect

Inform/Arm


Issue


Bespoke App


Solution

Situation


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Context

Manage

Connect

Inform/Arm


Issue


Bespoke App


Solution

Situation


During the exhibition


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Grab attention with product demos


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Showcase your strengths & stand out from the crowd

Issue

Solution

Situation


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You have a video demo of your products/services

Issue

Solution

Situation


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"So does everyone else"Minimal engagement

Issue

Solution

Situation


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✓Interactive product demos


Issue

Solution

Situation


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Issue

Solution

Motion Technology

Situation


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Issue

Solution 3D Animation

Motion Technology

Situation


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Issue


Motion Technology

Hologram

Situation


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Issue


Motion Technology

Hologram

Gaming

Situation


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Issue


Touch

Motion Technology

Hologram

Gaming

Situation


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Winners Board: Application of technology for product demos


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#1. Integrated use of digital technologies


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https://www.facebook.com/media/set/?set=a.570997312931164.1073741830.124939260870307&type=3



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#1. Gaming







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#1. Gaming

#1. 3D Visualisation







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#1. Touch technology



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http://www.youtube.com/watch?v=9UvGWGZ1pGo



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#1. Motion technology






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#1. Motion technology






http://www.youtube.com/watch?v=h6FwetOjHuo



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Encourage engagement


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Immediate Communication: Social Media

Case Study: Deloitte: Innovation Live


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



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




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Bring social contributions to life



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Disseminate


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Continue the conversation

Disseminate


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Continue the conversation

Feed results into

research

Disseminate


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Immediate Communication: Apps


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



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3 Types of Apps suitable for use at Exhibitions



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Web App




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Web App

Email App




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Web App

Email App

Mobile App




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Apps: Web example

Off-the-shelf example:

Tweetdeck


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Apps: Web example


Tweetdeck

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


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

Apps: Web example


Tweetdeck



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3. Participate in relevant conversations

Apps: Web example


Tweetdeck



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3. Participate in relevant conversations

4. Focus, track & respond

Apps: Web example


Tweetdeck



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TextOff-the-shelf example:

Airmail

Apps: Email example


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Airmail

1. Send relevant message & content

Apps: Email example


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Airmail


2. Instant notifications

Apps: Email example


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Airmail


2. Instant notifications

3. Quick reply: Continue conversation

Apps: Email example


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"✓

Apps: Mobile example


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"

Strongest guarantee of delivery and access

✓



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"

Timely & relevant


✓



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"

Timely & relevant

Opportunity to lead


✓



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"

Timely & relevant

Potentially small audience

Opportunity to lead


✓



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"

Timely & relevant Risk: expense


Opportunity to lead


✓



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"

Timely & relevant Risk: expense


Risk: negative brand experience Opportunity to lead


✓



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Get qualified leads


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Data capture: Dedicated application


After the exhibition


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But the work doesn’t end there...


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Traditional

Digital


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✓ Measurable results


So what?


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Have a strategy


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Have a strategy

Plan for before, during, and after


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Have a strategy


Nurture your leads


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Have a strategy


Nurture your leads

Measure


Questions?

www.deerdigital.com@deerdigital


http://www.deerdigital.com

http://www.deerdigital.com

using digital to get the most from b2b exhibitions

Technology

2o13 copyright deer

landing page

current page

reach existing audience

dedicated event page

current events

target audience

successful ppc