When it comes to incorporating technology into your exhibit, it’s easy to get carried away. There’s so much to choose from, and it’s all so shiny. But every element of technology in your exhibit should have a purpose. And it should never distract from your story. Here are a few things to think about when choosing technology for your exhibit.
Technology should be more than a gimmick.
Unless you sell gimmicks, that is! Instead, let’s think about technology as a doorway to your story—and ultimately a sale. As such, technology should serve as a link between people, information and experiences. Most important, it should tie directly to your business purposes. But if you use technology simply to attract visitors to your exhibit, be aware that although people may remember it, but they might not remember you or your story.
Technology should illuminate the value of what you provide in a way that nothing else can.
When determining if a certain type of technology makes sense for your exhibit, this should be your litmus test. In the B2C world, we often see this take the form of, say, selfies in the context of products. Sure, this is memorable and shareable, but these personal, visceral types of engagement may not be as attractive for B2B buyers. These folks are on a business mission—and are answering to others for their time. But this doesn’t mean the B2B world is adverse to selfies or any type of technology in particular. You should certainly go for an on-the-edge technology like 3D printing, augmented reality or virtual reality—but only if it passes the litmus test.
Technology should bring prospects closer to the sale.
Above all else, the technology in your exhibit should feel like a natural extension of your story; it should never steer prospects off course. It should be another tool that fortifies your sales process—and it should ultimately compel prospects to engage and take action.
Give us a call. We can help you find the right technology, so you can stick to your story.