zen and the art of the tech brainstorm

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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 marketing

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Page 1: Zen and the Art of the Tech Brainstorm

exhibiting solutions

Page 2: Zen and the Art of the Tech Brainstorm

Zen and the Art of the Technology Brainstorm

Skyline Exhibitor ExchangeMarch 4, 2010

Will BurrusChief Digital Problem Solver, 247Interactive

Page 3: Zen and the Art of the Tech Brainstorm

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

Page 4: Zen and the Art of the Tech Brainstorm

• 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.

Page 5: Zen and the Art of the Tech Brainstorm

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

Page 6: Zen and the Art of the Tech Brainstorm

Give someone a fish and they’ll eat that day.

Teach them how to fish, and they’ll never grow hungry.

- Chinese Proverb

Page 7: Zen and the Art of the Tech Brainstorm

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

Page 8: Zen and the Art of the Tech Brainstorm

Focal Point 1: Information

Information is the key currency of this new digital age. The more you share, the better.

Page 9: Zen and the Art of the Tech Brainstorm

Focal Point 2: Awareness

Awareness is easily created with search engine optimization, crowd sourcing, and the incredible impact and attention of social media.

Page 10: Zen and the Art of the Tech Brainstorm

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’.

Page 11: Zen and the Art of the Tech Brainstorm

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.

Page 12: Zen and the Art of the Tech Brainstorm

Focal Point 5: Advocacy

Through these expansive networks, we can more easily identify and nurture advocates for our brands and our products.

Page 13: Zen and the Art of the Tech Brainstorm

Focal Point 6: Measurement

Anything we do in the digital world can be counted, thus qualifying everything we do.

Page 14: Zen and the Art of the Tech Brainstorm

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

Page 15: Zen and the Art of the Tech Brainstorm

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

Page 16: Zen and the Art of the Tech Brainstorm

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

Page 17: Zen and the Art of the Tech Brainstorm

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

Page 18: Zen and the Art of the Tech Brainstorm

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

Page 19: Zen and the Art of the Tech Brainstorm

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

Page 20: Zen and the Art of the Tech Brainstorm

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

Page 21: Zen and the Art of the Tech Brainstorm

For more insight and ideas on how you can use technology to promote your brand, products, and services, visit :

http://247interactive.com!