How brands are using dynamic content to connect with their audience
Dynamic content goes against every aspect that an exhibition stand once represented. Whereas exhibition stands were once static spaces where visitors were drawn in and given a single piece of content or concept to engage with, dynamic content now ensures that exhibition stands are personalised hubs, where every experience can be different.
This is key in an environment where visitors are often shouted at, rather than engaged and where a personalised piece of content can often cut through the noise of stands that contain blanket marketing messaging.
This caters fully to a millennial audience who studies have shown overwhelmingly believe that businesses both need a reset, as well as a re-focus on people, rather than profit. Dynamic content allows brands to put themselves on the same level as visitors during an event, exhibition or conference with a carefully crafted message or presentation that shows that they are listening.
Four examples of dynamic content being used by brands on an event floor
Traditional content needs testing and preloading, to ensure it can be shown across a screen videowall or LED during a live event environment but with the rise of certain high-level media servers content can now be updated and adapted in realtime. In an environment such as an award ceremony this creates huge scope for what is broadcast around the world, or even within the event itself. On an exhibition stand, it allows for content that can be much more fluid and adapted depending on events occurring on the showfloor, the time of day or even the weather conditions outside.
Dynamic broadcast platforms
Smart Digital, the broadcast arm of IPG, creates digital media solutions for events and exhibitions. The Smart Digital Event TV platform allows organisers and exhibitors to broadcast key messaging, videos and showreels across the showfloor, YouTube channels and surrounding hotels, billboards and outdoor screens. In this type of environment, static pre-recorded content is often obsolete. Visitors who have often paid to attend an exhibition want to see content that is relevant to their experience while there. Dynamic Event TV broadcasts ensure that the messaging they see across a network of screens relates directly to the hall they are in, the day of the show and any news and updates that have been released in that moment.
Live dynamic broadcasts also allow exhibitors to have their key messages heard and provide them with a platform for releasing show news and products – something which exhibitions are renowned for. Furthermore, dynamic content allows those not attending to get a taste of what the show is really like – as it happens.
Using a high-quality LED or seamless videowall display screen undoubtedly attracts eyeballs during a show. But once those eyes are looking over, a second step is needed to capture and retain attention. This is where personalised presentations, led by dynamic content processors, are a great way to keep visitors on the stand and interested for longer periods of time. Dynamic content changes can often be managed by the stand staff themselves; using iPads, tablets or other handheld-devices in order to flip content and make it more relevant to the audience who are there in that moment.
Unique interactive experiences
Sometimes it is the smallest details which can cause the biggest ripple. For example, an interactive kiosk which welcomes a visitor by name, to a show. Or perhaps a uniquely branded coffee cup which when placed on a table, creates a display of content which has been created specifically for that visitor, based on their interests and previous purchasing history. Interactive event technology facilitates an experience which is personal and more rewarding for the visitor. Rather than bombarding them with every piece of company information, it allows the visitor to choose their own experience and to craft it out of the content they are interested in. According to studies, leads that are nurtured with personalised content produce a 20% increase in sales opportunities.
Exhibitions are no longer static spaces and environments must be built which put the interest of the visitor at the forefront. Personalised, dynamic content which changes visitor-to-visitor, by interest, age or any other demographic you can imagine, will help you to create a longer-lasting more meaningful connection with your audience. For help using event technology to create dynamic content at your event, speak to our audio visual specialist Smart AV at email@example.com