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Gazing into the Crystal Ball: What 2014 Will Bring Event Marketers

January 28, 2014

Here is the article I wrote that appeared in the December Issue of RSVP MN Magazine, you can find it here.Crystal Ball

It’s that time of the year again, when we reflect on the year that was and set our sights on what the New Year may bring. One thing we know for sure is that live events still reign as the No. 1 business driver for business-to-business companies (according to a recent survey by webDAM). In fact 67 percent of all companies in the business-to-business segment will be investing in and relying on live events. New technology will make those events much better. Here are some of the new trends you’ll be seeing at your next live events:

Digital Displays & Signage Graphics hung on collapsible backdrops are very outdated. New materials allow for high-resolution video displays on a variety of backdrops, from traditional flat screens to curved and flexible screens that can be wrapped around booths and positioned to create dynamic spaces. These screens have the ability to be completely integrated with computers to orchestrate programming and presentations.

Interactivity This is an exploding area of new technology. It incorporates everything from embedded cameras running facial recognition software, to smart sensors that can pinpoint when visitors are close to displays, or recognize motions and cause displays to respond accordingly. For example, when your potential decision maker from ACME company steps near your booth, they can be identified and the displays will immediately change to target and represent ACME’s branding and logos, personalizing the display for that individual. Facial recognition can be as sophisticated as picking out specific individuals or parameters can be set for age, gender, and many other demographics. Motion detecting devices utilizing the same technology found in video game systems like the XBOX Kinect will enable your visitors to interact with displays and programming.

Hyper Local Broadcasting Products like Apple’s newly announced iBeacon and its predecessors can broadcast on Bluetooth to mobile devices that are enabled to receive Bluetooth signals. Kiosks and displays can be equipped with Near Field capabilities where a person can touch a sensor with their mobile device to download a sales presentation or information about your company and products.

Wearable Technology Even your people working the booths can be supported by new wearable tech devices from smart watches and Google Glass to allow for hands free computing, to clothing that can recharge mobile devices from someone walking around the booth.

The future of tradeshows is definitely being shaped by new technology, and with the innovations for 2014 alone the future’s looking so bright you might want to wear shades (if Google Glass has some cool ones)!

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