3. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are improving, • Virtual and hybrid
exhibitors returning • Digital way-finding
• But not at ‘08 levels • Gamification, RFID
3
4 1
Demand for
Industry Tech
with VALUE
2- Technology 1- Engage me!
isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps
7. Why do people come to events?
Attendee Exhibitor
• Network with colleagues/vendors • Identify new leads
• Keep up on trends • Build brand awareness
• Education • Meet with customers
• See/evaluate new products • Have a presence
• Find a new vendor • Launch new product/service
• Location • Competitive intelligence
These reasons don’t change
8. Successful events meet
rational and emotional
needs
Events Performing Events NOT Performing
Well Well
Emotional Emotional
How do you feel? How do you feel?
Happy Hurried
Valued Energized Irritated Neglected
Inspired Rational Hopeful Angry Rational Stressed
Networking Leads Networking Leads
Education Awareness Education Awareness
Trends Relationships Trends Relationships
10. How does your brain
decide?
The 3 brains
New Brain - Rational
Middle Brain - Emotional
Reptile Brain - Instincts
11. How does your brain
It’s about what
decide?
we want at a
deep level
The 3 brains
Why do
New Brain - Rational
people
Middle Brain - Emotional
POST
on
Reptile Brain - Instincts
Facebook?
Understand what
customers deeply care
about. Give them that
and they’ll find a way to
stick with you.
12. Sometimes we don’t know what
influences us, we just subconsciously
perceive it
Value can come from the little things
13. We don’t consider all the elements of
an experience, only the most
noticeable
Make your most noticeable moments count
14. How can I create
engaging
experiences?
Twitter: @FreemanCo
15. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are improving, • Virtual and hybrid
exhibitors returning • Digital way-finding
• But not at ‘08 levels • Gamification, RFID
3
4 1
Demand for
Industry Tech
with VALUE
2- Technology 1- Engage me!
isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps
16. We don’t pay attention to boring
things
Event Tech Impacts Behavior
I see the experience Technology
creates
emotional
I’m WOW’ed by the experience WOWs
I link that WOW feeling to
your brand
That WOW feeling imbeds itself
in my memory
I remember your brand when it’s
time to decide
17. Technology to interact with others
Poken / Minglestick Flock (by Bump)
Collect and exchange digital info offline via NFC
Share multiple-user photos into a single album
18. Technology to play with
Catchbox
Throwable microphone to liven
event participation
Gamification
Social gaming at the BIO Agriculture booth
19. Technology to enhance experiences
Second Screen
McDonald’s Pick ‘n Play
Companion
device
supplementing
primary info
delivered by
another
medium Experiential advertising in a group setting
20. NFC as a mobile wallet
Point of Sale Applications Starbucks App
Credit card payment via
mobile device
Electronic account linked to a mobile phone, money
deposited and used as cash, rewards earned
21. RFID to improve experiences
Disney’s MagicBand
Coldplay Concert
RFID bracelets encoded with personal info to create
a seamless Disney experience
30,000+ RFID wrist bracelets flashed colors lights in sync
with the music
22. Technology to fascinate
National Geographic Augmented Reality
Interaction with the National Geographic brand in a real-to-life way