STORYTELLING THROUGH TECHNOLOGY AT TRADE SHOWS: HOW TO BUILD A NARRATIVE PLATFORM

Transcription

1 STORYTELLING THROUGH TECHNOLOGY AT TRADE SHOWS: HOW TO BUILD A NARRATIVE PLATFORM Marijke Maartense, Philips Healthcare Anne Trompeter, Live Marketing V 5.2

2 Introduction

3 Introduction

4 Introduction

5 Introduction

6 Introduction Technology + Storytelling = The Secret Sauce

7 Introduction Using technology to make your trade show presence a rich narrative platform

8 Introduction Leverage booth-developed content post-show

9 Introduction Dramatic Results!

10 Introduction Dramatic Results at RSNA Philips booth traffic was up by 18% over 2012 (while RSNA attendance was up only 1%) Leads were at an all time high and increased nearly 40% over 2012

11 Getting Buy In Methods of team empowerment: how does a brand and agency partner up to achieve goals?

12 Getting Buy In Questions to ask your team What are some new ways to engage with your customer? How do you deliver content in a meaningful way? How do you want customers and prospects to experience your brand? What does our trade show booth experience say about who we are as a brand? How do you pivot from but this is how we always do it mindset?

13 Getting Buy In Partnering with key vendors to extend the team and carry out a vision

14 Getting Buy In Budget pressures Brand launch Multiple business group needs New CEO; new push toward digitization Pattern of static results and low NPS scores

15 Getting Buy In Internal alignment A more integrated marketing approach A 3-year process with many steps Leadership mandate for bold new presence

16 Storytelling Important Considerations Why storytelling? Where people are in the buying process has an impact You have to tailor content for different audiences Story (solution) complexity: longer and more involved or succinct snippet? Storytelling mediums vary, so your approach has to be flexible enough to accommodate the range (Twitter on up to deep dive) Get your front line storytellers (your booth staff) ready

17 Storytelling: Examples Theaters: a natural medium HIMSS 2014: Health IT Talks Theater

18 Storytelling: Examples Theaters: a natural medium RSNA 2013 Theaters doing double duty as mondo attracts and important storytelling venues

19 Storytelling: Examples Theaters: a natural medium HIMSS 2013 Theater on the move: Guided tours brought the message to life

20 Aligning Technology with Objectives Be sensitive that the technology is an enhancement, and not a distraction

21 Technology & Storytelling: Examples Remote in experts and others who can t physically be present

22 Aligning Technology with Objectives Show floor technology must be activated in the right way

23 Technology & Storytelling: Examples Immersive environment that focuses people deeply in a story

24 Aligning Technology with Objectives Make the technology interface human Technology surprises are a bonus!

25 Technology & Storytelling: Examples Elevated apps that enable deeper connections and drive conversations

26 Best Practice Engagement Audience considerations: what s an appropriate way to engage? Different styles & cultural givens acknowledged

27 Engagement Examples HHS docents have made the difference Engaging with our attendees has moved the lead and memorability needles

28 Best Practice Engagement Should you consider professional staff?

29 Engagement Examples RSNA 2013 Engagement Agents: central to activating the approach, and getting the story started A professional and thorough extension of Philips and our goal of conversation. Thank you for your energy & enthusiasm & bringing us those clients! Your system of finding and connecting me to the person I want is very impressive!

30 Engagement Examples The look must match the show style/audience

31 Best Practice Engagement Prepare your booth staff get them ready for supercharged f2f experience

32 Best Practice Engagement Stating the obvious: surround campaign enhances the engagement opportunity

33 Best Practice Engagement Different ways to think about immersing the attendee: Complete surround experience Headphones Audio enhancements

34 Engagement Examples ACC 2012: Museum docent type approach Headsets ipads Polled attendees Activated by engagers Strategically placed booth staff Virtual backpack

35 Wrap Up Summarize: Using technology to activate a storytelling approach in your booth Many ways technology makes your trade show presence a rich narrative platform Connecting the technology with post-show use Philips Healthcare: great results with this combined storytelling/technology approach

36 Q&A