Insights

In 2008 the number of things connected to the internet exceeded world population (Digital Catapult).

Ten years on and the Internet of Things (IoT) is a phrase that is commonly heard across our events and tradeshows. But what is it and how can you use it to maximise results at your future shows?
The IoT broadly refers to connecting devices over the Internet and allowing them to talk to each other, apps and importantly us. With the number of connected devices predicted to have grown to between 20-100 billion by 2020, how customers consume and interact with your content at future shows and exhibitions are set to change.

As technologies continue to develop some IoT devices looks set to provide exciting ways to help you stand out, increase customer engagement and capture data. Below are four exciting IoT technologies that could be popping up at one of your future events.

1. Track customers from entry to exit
As Wifi Location Analytics services such as that provided by Euclid continue to develop, they’re making it easier to track the journey of customers during events and shows. Doing so by detecting radio waves submitted from mobile phones this technology creates the opportunity to capture invaluable data at your next event.

Your customer inflow, the wait time of customers at advertising displays and levels of traffic, can all be measured and analysed to help you generate optimal levels of engagement. Using this new data, it’s about to become a lot easier to manage and improve your setup, event marketing, product positioning, and the customer journey all with real-time changes.

2. Measure human emotions
Integrating VR into your shows is a fantastic and exciting way to engage your audience. It can now also be a great way to collect data on the emotional response consumers are having to your VR content. UK start-up emteq have developed FaceTeq, a facial sensing machine learning platform that clips into VR headsets. The tech can be used to generate invaluable consumer insight into your products and brand, captured in an engaging and lighthearted way. Capturing real-time data also makes it possible for changes to be made to your VR content there and then. Switch it up to reflect the responses you’re getting!

3. Sound signage
Revealed at CES 2018 Metasonics new technology offers ultra-high fidelity control over sound, allowing your business the opportunity to shape and direct audio messages at events in the future. Like never before you could be able to target personalised broadcasts directly to individuals amongst a crowd. Used in connection with mobile phones and other devices within the IoT these messages can be carefully created using gathered data to ensure maximum results.

4. Bluetooth Beacons
Already employed by major US retailers such as Urban Outfitters and Macy’s, Bluetooth beacons such as those are creating new opportunities to increase customer engagement. Able to send out signals to mobile phones connected to Bluetooth it is possible to send out more efficient, location-targeted messages and alerts. Instead of contacting customers before your event, remind them of your presence and of attractions at optimal times. Deliver alerts, promotions and fresh content on their arrival or just as they’re approaching your stand! Bluetooth beacons are a super simple technology ready and waiting to help you stand out from the crowd.

https://www.blueupbeacons.com/index.php?page=case

https://estimote.com/products/

Whether in the early stages of development or already on the market – what’s for sure is IoT is set to shake up how your business generates leads and data at future events. To find out more about how our team and the IoT can help you deliver a memorable and compelling design at your next show, please email hello@i3-uk.com

What Is Perception in Advertising?
(What’s it really about?)

Everybody knows first impressions are essential, and this is no different for brand-consumer relationships. With that in mind, ‘perception in advertising’ – the technical term being ‘consumer information processing’ – is largely about managing consumers’ first impressions of brands.  To that end, ‘Sensation’, ‘Attention’, ‘Interpretation’ and ‘Retention’ are four useful words that can guide brands wanting to make impactful first impressions.

Sensation
‘Sensation’ refers to the moment that a consumer first becomes conscious of a brand’s external stimuli. Of course, this can happen through any one or more of the five senses. Take Coca-Cola for example; one person might respond to its red and white logo while another might respond to the click and fizz of one its cans opening.

Attention
It is not enough for a brand to merely stimulate a consumer’s senses; a successful encounter causes the consumer to stop, think and make an association between the stimulus and the brand. Generally, consumers pay more attention to stimuli that appeal to their wants, needs or opinions.

Interpretation
Having stimulated the senses and garnered the attention of the consumer, the next challenge for brands is ‘Interpretation’. ‘Interpretation’ is about deliberately evoking certain meanings, narratives and feelings using brand stimuli.  Accuracy and precision are paramount here. When marketing with a particular audience in mind, it helps to make shrewd references to memetic or historical symbols that already occupy a space in that audience’s imagination.

Retention
Ideally, evoked meanings, narratives and feelings linger in consumers’ minds for as long as possible. When durably made and well-directed, an excellent first impression guarantees a lifelong and fruitful relationship between the consumer and the brand – this is the ultimate goal.

Our solution
The creatives at i3 Global Design know how to make bold, impactful first impressions. They understand that consumer perception is the key to brand success, and therein that first impressions are the key to perception. Get in contact today at Hello@i3-uk.com, to help secure your brand’s status and future.

Firstly, it’s important to think about what your event objectives will be…

Take the time to think about what goals you would like to establish for your event. Is your goal realistic, and is it really attainable?

Consider Key Questions and Resources to help achieve defined event goals:

• What is the purpose of your event?
• Does it align with the companies’ marketing strategy and target audience?
• Is it likely to be a good use of your marketing budget and be able to generate sufficient interest in your product or services?
• Sometimes fewer, well-thought-out events with reasonable budgets can be better than a ‘scatter bomb’ approach.
• Which attendees should be invited to your event?
• How should you make your event memorable or your exhibition stand ‘stand
  out’ amongst your competitors? Contact: Hello@i3-uk.com
• Will you need speakers or any educational content to reach your goal?
• If it’s a social event, what is your social goal for your attendees and how
  will you encourage this interaction?
• How will you measure your success against given objectives?

Developing the Event Strategy
Once you have your event goals confidently defined, brainstorm the steps and strategy to help achieve them. When thinking strategy, it is helpful to look from two perspectives – the companies and also, from the perspective of your attendees. How will both the planning team and the attendee realize their individual goals?

The strategy might involve some mini-goals so ideally, map out a plan either in outline or as a more detailed project plan.

Make Connections?
No two events are the same. Some events lend themselves to making connections and not necessarily delivering content. For other events, the goal is to teach attendees. In cases like these, think about what attendees are learning, why, and what you want to teach them? With these answers you can then start to build out the essential items like speakers and content, ensuring that you are selecting the right content for the defined target audience.

Once you determine your overall event goals and objectives, all other planning seem to just be pieces to the puzzle. Your event budget, theme, speakers, and entertainment each have a place and will ultimately aid commonality with your given goals.