The Evolution of Event Technology: Meeting Modern Attendee Expectations
The pandemic brought the event industry to a standstill, but as we emerge from this period, trade shows are experiencing a resurgence. However, the past two years have significantly altered consumer expectations regarding in-person events. The challenge now is to captivate attendees with more than just static displays and sales pitches.
Changing Consumer Expectations
Consumers’ attention spans are shrinking, with research suggesting they’ve dwindled to just eight seconds over a 15-year period. This presents marketers with the daunting task of grabbing attention while providing an interactive and educational experience. To meet these expectations, events must combine interactivity, engagement, and learning.
Consumers now demand speed, ease of access, and technology-driven experiences. Traditional trade show booths with simple graphics and sales representatives are no longer effective. A study by Gartner predicts that 80% of B2B sales interactions will occur through digital channels by 2025, indicating a significant shift in buyer preferences.
Leveraging Technology to Enhance Event Experiences
To satisfy modern attendees, event organizers can incorporate cutting-edge technologies into their marketing strategies. Here are three innovative solutions:
- Interactive Touch Panels: These displays can boost client interactions and increase sales by providing immersive product tours and curated recommendations.
- Educational Games and Activities: By creating engaging experiences with LED screens and immersive environments, brands can entertain consumers while educating them about their products.
- LED Walls and Floors: These innovative displays can replace traditional brochures and sales pitches, allowing consumers to interact more closely with products and creating memorable brand experiences.
By embracing these technologies and designing event experiences with modern attendee expectations in mind, brands can attract more customers, create positive associations, and facilitate informed purchasing decisions.
About the Author Bob Marsh is the Chief Revenue Officer at Bluewater, a design-forward technology company that crafts moments that connect and inspire. See more from Bob Marsh.
