Using Digital to get the most from B2B Exhibitions

Using Digital to get
the most from B2B
Exhibitions
July 2013
Thursday, 1 August 2013

2013
Copyright DEER digital Ltd. 2013

2013
1. Evolution of exhibitions

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2. Before, During and After the event

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2. Before, During and After the event
3. So what?

Evolution of exhibitions

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What do delegates want to achieve?
(SOURCE: Center for Exhibition Research [CEIR ])

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What do exhibitors want to achieve?

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What do exhibitors want to achieve?
PRODUCT AWARENESS
MEDIA EXPOSURE
MARKET RESEARCH
COMPETITOR INSIGHTS
INDUSTRY EXPOSURE
BRAND AWARENESS
APPOINTMENTS
CONTACT DETAILS
LEADS
SALES

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But...how is performance measured?

Before the exhibition

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Develop a strategy

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How does this fit into your
overall communication strategy?

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What do you want to achieve?

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Who are the target audience?

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Who are the target audience?
How will you reach them?

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What about PR?

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Grow awareness

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✓ Reach existing audience

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✓ Reach potential visitors

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✓ Reach potential visitors
✓ Offer a reason to visit your stand

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Content Marketing/SEO
LONG-TERM

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Paid Advertising + Landing Page
MID-TERM
LONG-TERM

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Paid Advertising + Landing Page
MID-TERM
Paid Advertising
SHORT-TERM
LONG-TERM

!
✓
✓

2o13
Copyright Deer Digital Ltd. 2012
3 steps to Successful PPC

2o13
1. Set up

2o13
1. Set up
2. Copy

2o13
1. Set up
2. Copy
3. Landing Page

2o13
1. Set up
Visitors
2. Copy
3. Landing Page

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Option 1: Homepage widget to coincide with current events

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Option 2: Use a current page as your event(s) landing page
2.
3.
4.
1.

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2.
3.
4.
1.
1. Promotion & Legacy

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2.
3.
4.
1.
2. Variety: Format & Type

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2.
3.
4.
1.
3. Access

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2.
3.
4.
1.
3. Access
4. Contact

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Option 3: Develop a dedicated event page
2.1.
8.
7.
6.
5.
4.
3.

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2.1.
8.
7.
6.
5.
4.
3.
1. Branding
2. Essential Information

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2.1.
8.
7.
6.
5.
4.
3.
1. Branding
3. Momentum, Intrigue
4. Social

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2.1.
8.
7.
6.
5.
4.
3.
1. Branding
4. Social
5. Agenda

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2.1.
8.
7.
6.
5.
4.
3.
1. Branding
4. Social
5. Agenda
6. Taster Content
7. Branded Content
8. Targeted Content

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Organise your staff and
content

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OFF THE SHELF TOOL FEATURES
Issue
Solution
Situation

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Issue
1000’s of looping global energy events
Solution
Situation

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Issue
Coordination: Staff & Content
Solution
Situation

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Issue
Bespoke App
Solution
Situation

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Inform/Arm
Issue
Bespoke App
Solution
Situation

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Connect
Inform/Arm
Issue
Bespoke App
Solution
Situation

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Context
Connect
Inform/Arm
Issue
Bespoke App
Solution
Situation

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Context
Manage
Connect
Inform/Arm
Issue
Bespoke App
Solution
Situation

During the exhibition

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Grab attention with
product demos

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Showcase your strengths & stand out from the crowd
Issue
Solution
Situation

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You have a video demo of your
products/services
Issue
Solution
Situation

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products/services
"So does everyone else
"Minimal engagement
Issue
Solution
Situation

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products/services
✓Interactive product demos
"Minimal engagement
Issue
Solution
Situation

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products/services
"Minimal engagement
Issue
Solution
Motion Technology
Situation

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products/services
"Minimal engagement
Issue
Solution
3D Animation
Motion Technology
Situation

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products/services
"Minimal engagement
Issue
Solution
3D Animation
Motion Technology
Hologram
Situation

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products/services
"Minimal engagement
Issue
Solution
3D Animation
Motion Technology
Hologram
Gaming
Situation

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products/services
"Minimal engagement
Issue
Solution
3D Animation
Touch
Motion Technology
Hologram
Gaming
Situation

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Winners Board: Application of technology for product demos

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#1. Integrated use of
digital technologies

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#1. Gaming

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#1. Gaming
#1. 3D
Visualisation

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#1. Touch technology

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#1. Touch technology
#1. Motion
technology

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Encourage engagement

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Immediate Communication: Social Media
Case Study: Deloitte: Innovation Live

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Social campaign launched to promote Deloitte at
World Economic Forum 2013.

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Ask industry leaders the ‘Big Questions’ using
hashtag #InnovationLive

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Bring social contributions to life

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Disseminate

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Continue the
conversation
Disseminate

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Continue the
conversation
Feed
results into
research
Disseminate

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Immediate Communication: Apps

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There are 100s of apps which enable you to share content
instantly

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instantly
3 Types of Apps suitable for use at Exhibitions

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instantly
Web App

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instantly
Web App
Email App

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instantly
Web App
Email App
Mobile App

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Apps: Web example
Off-the-shelf example:
Tweetdeck

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Apps: Web example
Tweetdeck
1. Add social details of all potential
business prior to event

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2. Develop an app which again works
with your data capture
Apps: Web example
Tweetdeck

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3. Participate in relevant
conversations
Apps: Web example
Tweetdeck

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3. Participate in relevant
conversations
4. Focus, track & respond
Apps: Web example
Tweetdeck

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TextOff-the-shelf example:
Airmail
Apps: Email example

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Airmail
1. Send relevant message & content
Apps: Email example

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Airmail
2. Instant notifications
Apps: Email example

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Airmail
2. Instant notifications
3. Quick reply: Continue
conversation
Apps: Email example

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"✓
Apps: Mobile example

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"
Strongest guarantee of delivery and access
✓

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"
Timely & relevant
✓

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"
Timely & relevant
Opportunity to lead
✓

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"
Timely & relevant
Potentially small audience
Opportunity to lead
✓

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"
Timely & relevant Risk: expense
Opportunity to lead
✓

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"
Timely & relevant Risk: expense
Risk: negative brand experienceOpportunity to lead
✓

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Get qualified leads

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Data capture: Dedicated application

After the exhibition

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But the work doesn’t end there...

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Traditional
Digital

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✓ Measurable results

So what?

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Have a strategy

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Have a strategy
Plan for before, during, and after

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Have a strategy
Nurture your leads

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Have a strategy
Nurture your leads
Measure

Questions?
www.deerdigital.com
@deerdigital

Using Digital to get the most from B2B Exhibitions

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