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.
So I was giving this spiel to a group gathered to hear about new trade show technology when a soft, clear voice from the back of the room asks the question, “so what do we do? How do you get past the one screen platform?” At this point it seems like the obvious question, and I am just about to answer when the same voice says, “And how can a TV gather information?” So, jokes about the CIA aside, this simple questions does, in fact, have a simple solution. The nuScreen™ and the technology behind it can provide a huge amount of information, as well as gather analytics and demographics, and even provide some survey-like insights into how well the messages are being received by the perspective clients. The basics behind the technology are pretty straight forward, but the insights are nothing short of amazing!
So, what is this modern wonder? DRUM ROLL PLEASE………………………………………..
A camera… wait…what? Yes, you read that correctly, a camera. Let’s say a potential client walks up to your booth and instead of being greeted with the same old looping video message the guest is greeted with a message specific to their gender (we are working from the classic binary here, no offense intended) and age. At the same time, you are now tracking their dwell time on the selected video while patented facial recognition software is capturing their response and logging that activity, along with a picture of the potential client. That information is then transmitted via email or website, to the sales staff or booth attendant, all in a nice neat package. Did I mention that the data can then populate a trade show application and with a little bit of interaction from the attendants, like the input of name and company info, all of the data is dropped quickly and conveniently into Salesforce or whatever CRM that may be preferred? Can your display do that? No? Maybe you should give your trade show manager a call and ask them why your displays are not doing this.
Now, let’s look at the data we have on our new client. Age (software is 93% accurate at +/- 3 years), sex (again just under 95% accurate) we know which videos were viewed, providing insight into what they are looking for, a picture is provided and you literally get a snap shot or two of the client’s mood! No I am not kidding, you will literally be able to tell if the viewer is excited, angry, sad, etc. A text message will be sent to the booth attendant and with a quick badge swipe you now have all the associated data, such as name, company phone number and all the other required information and all of that data is then bounced over to your CRM? I do not know about you, but having a dumb display versus having a display that is driving analytics is nothing short of a no-brainer.