Go Digital or Not? A Guide to Event Marketing

Jeffrey N Kirk
Jul 4, 2014 · 5 min read

Event marketing has become to businesses what social media has become to interpersonal relationships. The major difference is, of course, events allow business to present an actual physical presence into the paths of potential collaborators, vendors, and clients.

One of the most often discussed aspects of these events is the use of technology and whether or not funds should be earmarked to invest in potentially game-changing advertising devices. The debate often involves tempering the “cool” factor with the expense and utility of the technology. Check out the following new additions to the event tech scene and see for yourself the benefits and disadvantages of taking part of the digital event marketing revolution.

The Evolution of the Digital Display

Trade shows are a huge part of the modern networking scene, but often, the shows themselves are so hectic, there does not seem to be enough time to personally speak with every interested party. This is where an excellent display comes in. With a great display, you get the key aspects of your brand across to weed out the interested and the disinterested. Interactive displays provide even more functionality by involving the potential lead. Now, there are more digital options than ever, with each new innovation offering something new.

1. Leap Motion

The first newcomer to the digital display world is also one of the coolest and most cost effective. With its help, event goers will flock to your display, making your booth one of the most memorable, and hopefully, one of the most successful. DB Pixelhouse designs and sells these devices, which is about the size of a USB drive. It brings the almost magic-like capabilities of gesture controlled software to your computer.

The popular Microsoft Kinect for the XBOX gaming system is the most famous example of gesture control, but it is also a bit clunky. Leap Motion brings this idea up to the times, and even possibly, miles ahead into the future. The reasons to choose this option are numerous, including the following:

  • The software is extremely sensitive, even tracking the movement of individual fingers
  • It works in 3D which allows users to interact with the system by reaching out and grabbing for objects

Each units costs a measly $79.99, which is perfectly manageable on even the tightest budgets

2. Inwindow Outdoor

Motion detection advertising was something out of science fiction until a few computer geniuses figured out how to make it happen. That technology still seems futuristic, but Inwindow Outdoor takes it a step further. Their interactive windows are the pinnacle of interactive advertising by combining games, 3D gesture control, and HD images.

These wizards created a huge interactive puppy park in New York City using this technology, which allows passersby to play fetch with some adorable dogs. Of course, using cute animals is always a plus, but the technology itself is inviting and fun. The price is the variable quantity here, with each unit varying drastically depending on the situation. If you want a large display that interacts with multiple customers, be prepared to fork over a substantial sum.

3. v-Wave

Another competitor in the gesture control race is Kaon Interactive and their v-Wave technology. Trying to program software to recognize human gesture is complicated at best, but these developers sought to make smarter recognition software.

The software is programmed so that specific gestures correspond with a specific command. This does mean that there is slightly more of a learning curve but the results are outstanding. This tech choice does have several significant drawbacks however:

  • Cost — From anywhere between $25,00 and $75,000, this option is not for the faint hearted or the weak in pocketbook
  • Hardware — The system only works with Kaon screens which is additional money spent
  • Programming — Although it is not difficult to program, the software does require special training

4. MultiTaction

Being able to accommodate more users is what every event manager dreams of, and the multiple user screen has come in to fulfill this need. The designers at MultiTouch have upped the ante with their MultiTaction system.

The largest restriction for any multi touch system is the limit to number of users, but this is completely non-existent with the MultiTaction. There is no limit to the number of users who can use the display. This technology is going to be an amazing asset, and will likely be introduced into any number of other programs in the future. There is one downside to this fabulous tech however: the price. Depending on how large of a system you want, you will pay between $12,000 and $25,000, which is a lot, but is not totally surprising.

5. 3D ON-Spot

For anyone who as seen one, 3D projections on a building or structure are absolutely breathtaking, but the finished product is often a result of hours of painstaking calculations. Pearl Media has improved this process with their system that does not require any site mapping whatsoever.

The 3D ON-Spot technology makes any wall a usable projection surface. Currently, projection size is limited to 600 square feet, but this will likely be improved upon in the next coming months and years. There is also the expense to consider: for one minute of projection you will spend $30,000, but in advertising language, this is chump change. Take this devise with you wherever you and business goes and turn any space into a guerilla advertising opportunity that is, in a word, awesome.

The Present and the Future

These are just five examples of some of the hottest digital solutions available for marketing events. It is an undeniable truth that there will be even more innovations made to these products as well as existing new tech that will debut at trade shows and other marketing events. Make a great impression and keep your business in the minds of potential clients, customers, and collaborators by employing the most sophisticated gesture, interactive, and projection technology on the planet.

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About Corporate Magic™
Corporate Magic, Inc., based in Dallas, helps companies and organizations change the hearts and minds of their customers and employees through the messaging, design and implementation of communications programs, fixed facilities, television broadcasts, major annual events and production spectaculars. Our team has completed projects ranging from amusement park development and operations, to restaurant, hotel and theater design, to automobile launches, to televised concerts, to culture-change initiatives, to international road shows — all designed to physically and emotionally move a specific audience and all executed with ferocious perfection. Corporate Magic’s groundbreaking projects include work for Coca-Cola’s Centennial, The Oklahoma Centennial Spectacular, international product launches for Mazda, Land Rover and Jaguar, the 100thAnniversary Boy Scouts Jamboree, the Girl Scouts’ 100th Anniversary Exhibition, Dallas Cowboys Thanksgiving Day halftime shows and the North Texas Super Bowl XLV Host Committee. For more information, go to www.corporatemagicinc.com

#business #creativity #communications #event #marketing #production #productivity #conference #convention #technology #digital #eventtech

    Jeffrey N Kirk

    Written by

    Chief Operating Officer for Corporate Magic, Inc. (#corpmagic). Emmy Award-winning live event management company. #VanHalen and #McLarenF1 fan. Proud #Texan.

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