Marketing – Deconstructing Digital

Today’s archive is now available via Storify – https://storify.com/tracibrowne/marketing-deconstructing-digital

#ExpoChat topic for Wednesday, December 17, 2014 3pm ET/Noon PT

moderator: Traci Browne (@TraciBrowne)

This week we’re going to be taking a look at the advertising and marketing opportunities shows provide their exhibitors. Much of the talk in our industry is about ditching print for digital. Many shows have turned their printed program into a mobile version of the same thing. Shows are doing away with printed dailies and publishing them on the mobile app.

Is it really a case of one or the other? Can we deconstruct what our print and show apps are really doing and then choose a way to best deliver that function?

Are our mobile apps the answer to everyone’s (show organizer, attendee, and exhibitor) prayers, or are we missing the point of mobile entirely?

Q1. How useful are program books? Because they are printed in advance (1-2 months), are they outdated/missing info?

Q2. Are digital-only communication vehicles preferred, or do attendees still want a printed program to refer to?

Q3 What information do attendees really need/want in a printed program?

Q4. What information can mobile apps deliver better than print?

Q5. Are exhibitors making the most of opportunities on mobile apps? Where are they falling short?

Q6. Are there enough tools out there for exhibitors to announce their onsite presence? What should be added? Gotten rid of?

Q7. What can be done onsite w/ a show daily, program book, mobile app to promote new products at exhibit booths?

Q8. If a genie granted you one wish…what tool would you ask for to market your exhibit booth (can exist already or you can invest it)

Should show organizers give exhibitors what they want, or what they need…is there a difference?