Face-to-face marketing, as conducted in events, trade shows and conferences, is a major component of B2B marketing strategies. The current trend involves the creation of end-to-end experiences across multiple channels that begin well before the event starts and continue long after it has finished. The goal is to go beyond engagement, creating immersive branded experiences that influence buyers and win sales, moving targeted audiences from brand consideration to adoption to, ultimately, advocacy.Integrated marketing programs developed around strategic themes enable creation of a highly relevant, compelling experience for each attendee. Audience segmentation is key, as marketing should be different for different groups. For instance, each attendee’s path through the experience can be laid out to include different demos, invitations to different activities, presentations and meetings.
As expected, technology plays a key role in the marketer’s plans. Pre-event engagement begins online and via branded mobile apps. The live event leverages users’ bring-your-own-device trend with mobile apps for smartphones and tablets, as well as an array of digital tools that range from electronic signage to augmented reality. Post event, social media and mobile apps prolong the engagement via access to relevant information and personal interactions.
Blending digital technology with face-to-face interactions, event marketers can plan immersive journeys through trade show environments, corporate events and live experiences. Participatory activities such as interactive games or treasure hunts can draw audiences into deeper discovery and understanding of brand and product, as do immersive product demos. Here is where location awareness comes into play.
Applying location awareness
High-tech treasure hunts deliver location-based clues. As users solve riddles, they move through the space finding answers to questions, uncovering hidden clues, operating devices, running demos, possibly interacting with others while learning about the brand and its products.
Location-aware augmented reality demos can be particularly effective, for example, for visualizing how a proposed design or product would fit in a physical space. Tablets and other devices capable of determining orientation, coupled with location can deliver a complete experience by synthesizing a large range of environments.
For event producers, it is often essential to measure the results of their planning. Did targeted audience members follow the designated path through the information delivered? Where did attendees spend their time? At what times during the day? Which were the best attended demos, presentations, interactive activities and panels? Did high attendance at some attractions correlate with any uptick in interest on any specific information? How many people walked in, and then made a U-turn because of long-lines at the demos, lack of booth personnel to assist them, lackluster demos, or other issues? What truly happened?
For attendees, was it easy to find the booth? And the desired presentations and panels? To connect with the right vendor/expert resources to answer burning questions and provide much needed information? To locate conference rooms, facilities, amenities and each other? Was the journey relevant to their needs?
Behind the scenes
Accuware products provide the location-based platform to enable all this functionality.
Accuware Wi-Fi Location Monitor is a real-time locating system (RTLS) designed to track the location of active Wi-Fi devices, including smartphones, tablets, Wi-Fi tags and custom Wi-Fi devices anywhere inside a building or throughout a campus, with accuracy down to the floor and room level.
Accuware Indoor Navigation is a software-based system designed for mobile apps to obtain their current position using ambient radio signals.
Accuware Wi-Fi Location Monitor’s Proximity Engine functionality enables location-based actions, such as delivering media, triggered by the presence of registered Wi-Fi mobile devices at specific locations of interest.
Accuware Wi-Fi Location Monitor’s Analytics functionality measures, logs and displays visitor traffic in real-time and historically over time by counting the number of active Wi-Fi devices nearby.
Accuware Wi-Fi Tags to be used with Accuware location products to enable tracking the whereabouts of people and assets.
Used singly or in combination, these products enable cutting edge applications that deliver real business value.