FEATURE: EXHIBITIONS & CONFERENCES
So be sure to think carefully about how you are going to attract visitors, engage them and follow-up with them afterwards. By considering these areas at the planning stage and deploying digital signage and graphics you can expect to considerably increase your return on investment. Marketing managers and stand designers face a very
real challenge and sometimes find themselves in the middle of a war – a war between pixels and inks, a war between digital screens and exhibition graphics. Nik Hardy managing director of Hardy Signs,
Nik Hardy, managing director of Hardys Signs
comments: “We can call a truce between the pixels and inks and make them work together to create the most effective and interactive exhibition stand. Hardy Signs & Digital have been working with many major exhibitors to integrate digital screens with large format prints that create a lasting impression”.
Below are some of the ways in which you can use digital or print mediums:
Seamless Continuity Let your digital display pick up and elaborate your campaign or core message be it branding message, sales offer or feedback. With HD screens or interactive touch screens there is a wide range of digital signage you can install to meet your objective. There are a selection of digital signs available to create and drive your key message. One way to connect digital signage with graphics would be to vinyl wrap them in your brand design. This way your signage not only looks professional but adds an extra degree of personalisation.
Enhance Delegate Experience With the latest touch technology your digital signage can enhance delegate experience by showing and
demonstrating a wide range of applications you can implement. It can really impress your potential customers if you can show them in real time how a particular problem can be solved or how a design can look and feel. With the help of a physical sample combined with videos you can create a perfect pitch to drive your message.
Data Capture & Analytics With the right content or software solution on your interactive digital sign, data capturing is easy. Digital signage can also gather feedback on any beta launch or on any product or service. The ability to measure the effectiveness of your message through robust data analytics is a powerful tool that can make traditional static signage seem traditional and static.
Multi Substrate Print The world of wide format and digital printing constantly comes up with innovative and creative ways of printing amazing and vibrant output. Printers are able to print on a plethora of substrates making artwork come alive and offer a tangible advantage. For example, covering the floor with anti-slip floor graphics can not only create a positive distraction but also drives home that print is very creative and relevant and can complement digital signage.
Personalised Communication One of the key features of any exhibition is human interaction. No amount of print or digital can replace human interaction. In fact, it’s equally important for your team to be able to make notes for leads that are gathered at the exhibition. Even in today’s day and age, when information is easier to come by, you’re more likely to secure a deal face-to-face at an exhibition.
APRIL 2016 CHAMBERLINK 45
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