People love tech. If you need any evidence, look around at all the people with their eyes locked on their hand-held devices. So why is it that booths at tradeshows are still using dumb screens? Simply looping a video, no matter how engaging the video, is boring… ahem…BORING! Seriously, why even bother when every single booth at the show has a video screen of some size, playing an “attractor” loop that eventually bores the booth attendants to tears and communicates only one direct message. Yes, of course you can add more videos with even more messaging, but how effective is that really? Do you get a need lead? Do you know the demographics of the people that have shown the most interest? How did the viewer react to the information that was provided in the content? If you cannot answer these questions, then you’re doing it wrong. Sorry for the cold water in the face, but you are not maximizing your return on investment if you cannot provide simple concise answers to these very basic questions.