There’s a lot of technology out there. But what separates the fluff and gimmick from the stuff that’s actually useful? Well, we’re here to help you figure that out. Today we’re looking at Beacon technology, and how it can be applied to your exhibit space to gather incredible insights about your customers.
First of all, what is Beacon technology?
Beacons are small, wireless units about the size of a small rock that can be placed in almost any physical location. They use low-energy Bluetooth to interact with peoples’ mobile devices, and can be programmed to prompt a number of different actions when an enabled device travels within its range. This range can be as small as a few feet, to several dozen yards—depending on the environment.
It requires no active participation by the visitor (provided the right software is installed on their device), so the applications in retail, exhibit, and out-of-home are virtually endless. This can be used to prompt a full range of actions—from simply counting attendance, to triggering a notification, voucher or personal message.
Why recommend this technology?
These technologies are tried and tested, and efficiently used for decades—however not for consumer communications. Utilizing these methods to reach a target audience based on their geographical location is efficient and enables relevant messaging at the optimal time.
Is this a must-have in the exhibit world?
Absolutely! They are environmentally friendly and easily adaptable. They also allow a marketing team to create synergy between their offline and online activities, and even their various activities at a congress.
In addition—as many Marketing Managers feel pressure to justify their marketing spend, these technologies enable us to measure response rates so that more of that spend can be accounted for.
How important is this tracking technology in terms of data collection? What can you learn?
Tracking technology enables us to uncover various behavioral patterns. In what order might an individual explore a product range, or where and when are they most likely to react to an incentive? It’s also an easy way to measure messaging and brand effectiveness. Does a particular call to action perform better than others?
What do you do with the information after the congress? How do you follow-up?
Ignoring the data is probably one of the biggest mistakes a company can make.
There are two ways to use received data. The first is only if you are fully GDPR compliant—you can analyze individual response rates and behaviors, as well as follow up with your audience using different channels post-congress (e.g. an in-app communication, or an email campaign to everyone who signed up). The second way is by looking to your data to uncover behavioral trends and response rates. This analysis can then be used as the basis for your next congress plan.
At Tamooz, we work hard to tell your ideal brand story—with strategic communications that move hearts and change minds. From brand development and digital marketing, to interactive design, events, and experiences—we deliver a portfolio of tailored solutions and services that work together to create powerful results for your business. Let’s talk about growing your brand. Visit us on Twitter or LinkedIn. Or—to get even better acquainted—give us a call at +1 612 234 1153 (US), +44 7825 526 350(UK), +972 3 681 8885 (IL), or [email protected].