Deliver Measurable Results
Introduce the principles of Targeting and Messaging as they relate to measuring success (ROI) for a trade show.
Targeting: Touch screen monitor with an interactive display of the Seurat painting “Sunday Afternoon on the Island of La Grande Jatte.”
Messaging: Three Picasso-style paintings contained conductive ink technology.
Targeting: When an attended touched a figure in the painting, the figure became the focus, while the rest of the painting faded into the background. Also, a text description of the person’s mission at trade shows would appear.
Messaging: Projected messages, images and associated sounds appeared when areas of the paintings were touched.
Targeting: A company representative would discuss with the attendee whether the person highlighted would be a valuable prospect for the company and should thus be a target attendee.
Messaging: Staff discussed with attendees why the messages that appeared were either appropriate or inappropriate for the target.