Today, we face an overwhelming set of experiential technologies to evaluate and use in trade show, event and retail spaces. Virtual Reality, Augmented Reality, Projection Mapping, Holograms and more. The list grows daily. Yet, not enough attention is paid to how to use these technologies effectively. This session surveys the expanding list of tools available to experiential creators, categorizes them analytically, and offer examples on how you can create high-tech experiences that engage people effectively.

2. choose your tech wisely
matching the latest technologies
to your event objectives
november 2016

3. who? brands & agencies using tech
at events, tradeshows, and retail
ROI, success, awesomeness
criteria for picking the right technologieswhat?
why?

4. 25 years of
the next big thing
cd-rom
touchscreens
websites
social media
mobile web
mobile apps
gestural ui
touch walls
projection mapping
virtual reality
augmented reality

5. Experiential technology can help
people understand concepts and feel
things that lead to mutually positive
and measurable outcomes for both
customers and brands.

6. holograms
computer vision device tracking
beaconsgesture-basedtransparent screens
nfc rfid
projection mapping augmented reality vr (360° & room-scale)
touch walls

7. wait a minute…

8. what
are we
trying to do
here?
build
loyalty
attract
engage
measure &
optimize
connect

9. build
loyalty
attract
engage
measure &
optimize
connect
booth
signage
demos
performers
speakers
brand
ambassadors
giveaways
contests
sweeps
swipes

10. build
loyalty
attract
engage
measure &
optimize
connect
transparent
screens
touch walls
gestural ui
beacons
nfc & rfid
computer
vision
device
tracking
projection
mapping
holograms
augmented
reality
virtual
reality

11. 9 ways to evaluate
event technologies
?attractive
?engaging
?easy
?convert
?measurable
?adaptable
?reusable
?cheap
?maintainable

12. projection mapping

13. Holograms
holograms

14. augmented reality

15. virtual reality
room-scale vr
360° vr

16. touch walls
transparent
touchscreens

17. touch walls transparent screens gesture-based ui beacons
projection mapping holograms augmented reality vr 360° vr room scale
a common framework

18. let’s talk
strategy
• What problem does the
tech solve? How well?
• How does it affect flow
and retention?
• Can they create WOM?
• Do they affect ROI?
• Build for re-use:
hardware, software,
talent, expertise

19. putting tech to work
concept prototype test on newbies polish late plan for problems

20. case
study
• evolving stories
• many stakeholders
• short schedule
• high tech
• big expectations

27. RESULTS
“All I can say is wow
– what a wonderful
display – I think it is
your best so far …
simply amazing.”
RALPH DE LA VEGA
Vice Chairman of AT&T Inc.
CEO of AT&T Business Solutions
and AT&T International
7,025
guests
89,310
impressions
10,048
interactions

29. measurement
• Combine measures
path, dwell time,
interactions, gaze
• Gauging intent
• Real-time reactions
• Have an after-action plan

30. planning for
the future
• Build a portfolio of
tested technologies
• Move each tech
through a roadmap
• Refresh it regularly

31. Bonus Tip: Choose a real partner

32. let’s review: choosing tech wisely
1. use tech purposefully
2. choose tech that’s strong, not just shiny
3. concept heavily
4. test relentlessly with newbies
5. measure & improve
6. re-evaluate regularly and often
7. choose a real technology partner

33. thanks
Got questions?
jbuzzell@ifthen.com
www.linkedin.com/jbuzzell
@buzzer