July 12, 2013 |
The use of digital in the exhibition world is increasing but data capture is slipping the net, according to findings released about usage at Marketing Week Live.
Leading exhibition stand supplier Nimlok undertook research across a representative sample of stands which highlighted that 78 percent of exhibitors used ipads, social media, games and video to engage with marketers which was a 59 per cent increase on last year’s show.
However of those using digital content only 9 per cent deployed any form of data capture technique.
The use of giveaways increased from 46 per cent to 55 per cent, however those offering sweets fell from 53 per cent to 33 per cent.
Samantha Thomsett, Nimlok’s marketing manager, said: “As this is one of the key events for exhibitors to work with marketers to showcase their understanding of the sector, it was surprising to see the lack of gamification and the low use of data capture tools.
“Although the speakers talked immersive experiences, targeting new innovations and ground-breaking marketing, most industry suppliers seem to be playing catch-up with their content.”
Nimlok’s presence at the show included a creative fishing-themed stand, strong on-stand engagement via a digital Prize Catch game and a traditional hook a fish from the pond challenge. The objective to show marketers ‘how to exhibit effectively’ was also met thanks to a marketing campaign pre, during and post show which reached out to more than 80,000 key decision makers.
“As an exhibition stand provider we have to ‘exhibit exhibiting’ so we need to be on top of our game when it comes to well-rounded exhibiting strategy,” said Samantha. “Today’s marketers are under increasing pressure to deliver improved ROI, whether that’s through lowering costs or increasing sales. Although exhibitions are still ranked by most as the number one data activity for data capture and lead generation, they can be a costly exercise and so need to be executed with lead conversions in mind. We want to help exhibitors with cost effective solutions, such as hiring a stand which avoids the long term financial costs associated with exhibiting. We also want to illustrate the value of digital engagement tools which are proven to deliver a better return when used effectively.”