1.
Trade Show Technology
Trends You Need to Know
About
By Michelle Bruno, MPC
Bruno Group Signature Events

2.
Key Learning Points
 3 macro technology trends that will
affect the trade show industry: Big
Data, Social Discovery, Social
Collaboration
 Micro technology trends within trade
shows: mobile, social and virtual
platforms
 Framework for making better
technology decisions

3.
Macro Trend: Big Data
“…one of the most exciting parts of the
LinkedIn platform and the LinkedIn
ecosystem is that the more members we
attract, the more deeply they become
engaged, the more data is being
generated. And that data can be
leveraged to create more relevant
experiences for our members and better
return on investment for our customers.
Data really powers everything that we
do.”—Jeff Weiner, LinkedIn

4.
Behind the Scenes at Reed
Expo’s
New Pricing Initiative
 Booth space pricing model was flawed
 Customer insight revealed that
exhibitors will pay more if they have a
choice on location, attributes, timing,
price
 Price-conscious exhibitors will accept
less amenities for lower price
 New sales strategy based on value
not volume
 Customer value choices improved
profit

5.
Behind the Scenes at Reed
Expo’s
New Pricing Initiative
Improved
Revenue
Enhanced Opportunities
Customer
Value
Improved
Product
Development
Customer
Understanding Nancy Walsh, Executive
VP Reed Exhibitions,
North America
http://www.eceforum.com/Documents/A_ECEF2012_Walsh_final.p
ptx

6.
Hanley Wood’s Search for
Insight

7.
Hanley Wood’s Search for
Insight
 Analysis of survey, registration, travel/housing
data
 Broader picture of “who the audience is, what
they say they want and what they are really
doing”
 Looking at:
◦ Acquisition source
◦ Retention rate
◦ Engagement across channels
◦ Sentiment
◦ Unmet needs and opportunities.
 Using MS Excel and Access

8.
Macro Trend: Social
Discovery
”The world of strangers we live in is
changing this (local tech) is going to
be like a new 6th sense that we all
have, and wonder how we lived
without." ~ Paul Davison, Highlight

9.
Macro Trend: Social
Collaboration
“I think we’re going to look back at this
as the age of collaboration and the
acceleration of problem solving.”
~Tiffany Shlain, Filmmaker &

10.
Outdoor Retailer Collective Voice

11.
Outdoor Retailer Collective Voice
 Online forum for OR stakeholders
(invitation only) to discuss relocation,
show growth
 Several thousand registrants
 300 comments
 Participants given all data to make
informed comments
 Results late 2012/early 2013
 Model for decision-making in the
future

12.
Outdoor Retailer Collective Voice
“Coming into this industry, I was a bit
surprised at the secretive nature of decision
making. I thought it was something that
needed to be changed. One of my roles here
is to change that model so that the trade
show is not seen as a necessary evil. We
want to be a partner that is tuned into the
micro details of the industry. Our goal is to be
be as transparent as we can, show a human
face and be a willing partner.”
--Kenji Haroutunian,
VP, Nielsen Expositions
Outdoor Group

13.
Micro Trends in Event Mobile
 QR Code Readers
 SoLoMo (Social Local Mobile)
 Game Layer
 Augmented Reality
 Interactive floor plans

14.
Micro Trends in Event Mobile
 Mobile payments/ticketing/registration
 HTML5
 Detailed analytics
 Heat mapping
 Using GPS in phones to locate
contacts
 Bluetooth-style advertising at booths

15.
Micro Trends in Event Social
Media
 Pinterest
 Video
 Community formation/management
 Social kiosks
 Digital media coverage of events
 Content Marketing

16.
Social Kiosks
SocialPoint PhotoPoint TouchPoint
Station Station Station
http://interactivemeetingtechnology.co
m/explore-socialpoint-options/

17.
Digital Media Coverage of
Events

18.
Content Marketing

19.
Content Marketing
http://www.contentmarketinginstitute.co
m/2011/12/2012-b2b-content-
marketing-research/

20.
Micro Trends in Virtual Events
 Use Case Expansion
 Mobile Usage
 Gamification as a game layer, not
individual games
 Social broadcasting
 Monetization models emerging

21.
Convergence of
Mobile/Social/Virtual

22.
Convergence of
Mobile/Social/Virtual
 Most event guide apps come with
social functionality already
 Now virtual platforms are moving more
vigorously toward mobile extensions
 “Meetings in a Box” will become
“Meetings on Your Mobile”

23.
Challenges of Technology
Proliferation
 Growing demand for technology
expertise within organizations
 Skyrocketing demand for Wi-Fi on
trade show floor
 Huge need for strategies around
technology selection
 Integration of multiple platforms and
apps

24.
Framework for Trade Show
Technology Selection
Objectives
Integration Pains
Budget

25.
New Set of Objectives for
Trade Show Organizers
 Event experiences that reflect the new
preferences and behaviors of
stakeholders
 Frictionless trade shows
 Environment that capitalizes on the
unique qualities of a face-to-face
experience
 Recognition that trade show is only one
point on the continuum of engagement
with a community

26.
Contact Info:
Michelle Bruno, MPC
michelle@brunogroup.com
ForkInTheRoadBlog.com
Brunogroup.com
Twitter: @michellebruno
Linkedin.com/in/michellejbruno
FB: Bruno Group Signature Events