zen and the art of the tech brainstorm
DESCRIPTION
Presented at the Skyline Exhibitors Exchange - The six focal points of the current digital age. Use these six points as a guideline to brainstorm creative digital campaign ideas for face to face marketingTRANSCRIPT
exhibiting solutions
Zen and the Art of the Technology Brainstorm
Skyline Exhibitor ExchangeMarch 4, 2010
Will BurrusChief Digital Problem Solver, 247Interactive
Welcome to the Networked Age
• This is about much more than Social Media – It’s about technology.
• Creating a competitive global marketplace
• Establishing a new virtual economy
• Creating a paradigm shift in consumer engagement and interaction
• Augmenting our very existence
• Extremely low barrier of entry
• Instant gratification
• Constant change – new, innovative ways to communicate every day
• Rapidly transforming industries of all types
Sitting on the sidelines is not optional.
The challenge of finding value.
• Understand the difference between the tool and the tech
• Try new things – with as much knowledge as possible
• Recognize that things change…constantly.
• Critical thinking – move from dependence to self-reliance
Give someone a fish and they’ll eat that day.
Teach them how to fish, and they’ll never grow hungry.
- Chinese Proverb
We must learn how to fish.
• Find a balance between engaging and the tactical
• Recognize that the digital world is binary
• Steal or create algorithms of digital success
• Frame your ideas with focal points of the current digital age
Focal Point 1: Information
Information is the key currency of this new digital age. The more you share, the better.
Focal Point 2: Awareness
Awareness is easily created with search engine optimization, crowd sourcing, and the incredible impact and attention of social media.
Focal Point 3: Location
With mobile tech, we can now pinpoint where you are, determine what is around you, and then use this ‘information’ to build ‘awareness’.
Focal Point 4: Convergence
We are interfacing with our data in ever more recreational and less invasive ways – i.e. mobile, game consoles, television, appliances, etc.
Focal Point 5: Advocacy
Through these expansive networks, we can more easily identify and nurture advocates for our brands and our products.
Focal Point 6: Measurement
Anything we do in the digital world can be counted, thus qualifying everything we do.
Focal Point 1: Information – Practical Example
Pre Show During Show Post Show
Create a Wikipedia Article,Slideshare Presentation, or Blog Post and send to your network
Person who gets article or presentation re-tweeted 3 times can come to the booth and claim a prize
Invite leads generated to come to company blog and review the product seen at the booth
• Generate interest and awareness for exhibit• Drive traffic to the booth• Create relationships with attendees
Focal Point 2: Awareness– Practical Example
Pre Show During Show Post Show
Regular, strategic, status updates on the event, participants, and featured products and services – indexed by Google
Live twitter feed and booth hash tag to engage at show with at home
Event lives on content indexed by Google through your pre-show blast
• Generate interest and awareness for exhibitor• Drive traffic to the booth
Focal Point 3: Location – Practical Example
Pre Show During Show Post Show
Four Square or Gowalla badge campaign or scavenger hunt
DM any attendee who tweets within 50 feet of your booth, with an invitation to come meet you in person
???
• Generate interest and awareness for exhibitor • Drive traffic to the booth
Focal Point 4: Convergence– Practical Example
Pre Show During Show Post Show
In-game advertising for annual tradeshow events
Use projector or flat panel to display live tweets or streams from booth
Use iPad to signup new leads
Pictures of event attendees automatically
taken and posted in Flickr account, accessible via
Yahoo TV Widget
• Drive traffic to the booth• Engage attendees at the booth
Focal Point 5: Advocacy– Practical Example
Pre Show During Show Post Show
Solicit trade show booth ideas from your Facebook fans or Twitter Followers
Encourage bloggers to come to your booth and
write on the spot review of the products and services
or interview key stakeholders
Incentivize attendees and leads to review products and or services via their
own online platforms
• Generate interest and awareness for exhibit • Drive traffic to the booth• Engage attendees at the booth
Focal Point 6: Measurement – Practical Example
Pre Show During Show Post Show
Measure everything you do!
Measure everything you do!
Measure everything you do!
• Generate interest and awareness for exhibit • Drive traffic to the booth• Engage attendees at the booth• Create relationships with attendees
Human interaction is still human interaction and what it takes to be successful with it has not changed.
What has changed are the places where it happens.
- Brian Solis
For more insight and ideas on how you can use technology to promote your brand, products, and services, visit :
http://247interactive.com!