STORYTELLING THROUGH TECHNOLOGY AT TRADE SHOWS: HOW TO BUILD A NARRATIVE PLATFORM Marijke Maartense, Philips Healthcare Anne Trompeter, Live Marketing V 5.2
Introduction
Introduction
Introduction
Introduction
Introduction Technology + Storytelling = The Secret Sauce
Introduction Using technology to make your trade show presence a rich narrative platform
Introduction Leverage booth-developed content post-show
Introduction Dramatic Results! 900 800 700 600 500 400 300 200 100 0 136 233 330 100 86 198 225 348 448 809 162 622 339 560 266 600 2012 2013
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
Getting Buy In Methods of team empowerment: how does a brand and agency partner up to achieve goals?
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?
Getting Buy In Partnering with key vendors to extend the team and carry out a vision
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
Getting Buy In Internal alignment A more integrated marketing approach A 3-year process with many steps Leadership mandate for bold new presence
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
Storytelling: Examples Theaters: a natural medium HIMSS 2014: Health IT Talks Theater
Storytelling: Examples Theaters: a natural medium RSNA 2013 Theaters doing double duty as mondo attracts and important storytelling venues
Storytelling: Examples Theaters: a natural medium HIMSS 2013 Theater on the move: Guided tours brought the message to life
Aligning Technology with Objectives Be sensitive that the technology is an enhancement, and not a distraction
Technology & Storytelling: Examples Remote in experts and others who can t physically be present
Aligning Technology with Objectives Show floor technology must be activated in the right way
Technology & Storytelling: Examples Immersive environment that focuses people deeply in a story
Aligning Technology with Objectives Make the technology interface human Technology surprises are a bonus!
Technology & Storytelling: Examples Elevated apps that enable deeper connections and drive conversations
Best Practice Engagement Audience considerations: what s an appropriate way to engage? Different styles & cultural givens acknowledged
Engagement Examples HHS docents have made the difference Engaging with our attendees has moved the lead and memorability needles
Best Practice Engagement Should you consider professional staff?
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!
Engagement Examples The look must match the show style/audience
Best Practice Engagement Prepare your booth staff get them ready for supercharged f2f experience
Best Practice Engagement Stating the obvious: surround campaign enhances the engagement opportunity
Best Practice Engagement Different ways to think about immersing the attendee: Complete surround experience Headphones Audio enhancements
Engagement Examples ACC 2012: Museum docent type approach Headsets ipads Polled attendees Activated by engagers Strategically placed booth staff Virtual backpack
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
Q&A