Digital Developments in B-to-B Event Marketing
"Smart card" badges for richer data capture. Show badges built with "near field communication" (NFC) technology are gaining attention from organizers and exhibitors alike. Instead of scanning, exhibitors tap visitor badges using a mobile device, and the data uploads to the cloud in real time. So the post-visit message stream can begin right away. The attendee badges can even be loaded with money (remember, this is the technology behind Google Wallet) and followed up with a message like, "Thanks for coming to our booth. Have a macchiato on us!"
Bob James, head of marketing at ITN International, shares another interesting application of the technology: The satellite manufacturer Harris Corporation knew they'd have a busy booth at a recent show, and they were concerned that they might miss connecting with some important prospects. So they set up 22 self-serve kiosks around the booth, where visitors could tap their badges, request a case study or video, and indicate what kind of follow-up they'd like. A neat way to expand the reach of the booth staff.
Program book on your smartphone. I am always vexed at being handed a heavy conference guide to lug around, so I really appreciate the ShowGuide technology from RiverMatrix, which moves the entire show program off my shoulder and onto my phone. That's including sessions, speaker bios, maps, the works.
Virtual events. After years of experimentation, virtual events still struggle to enter the mainstream. A study by the Event Marketing Institute says 93 percent of senior executives polled find value in virtual events. But Exhibitor Magazine's survey suggests that 60 percent of businesses have yet to try a virtual event, even a webinar. Making the trade-off between the value of face-to-face contact and the cost savings of online interactions remains a challenge for B-to-B marketers.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.