Tech for Trade Show Exhibitors

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A comprehensive look at the established, growing and declining technologies exhibitors use to create greater results and better experiences in their trade show booths.

Transcript of Tech for Trade Show Exhibitors

Page 1: Tech for Trade Show Exhibitors

A comprehensive look at the established, growing and declining technologies exhibitors use to create greater results and better experiences in their trade show booths.

3355 Discovery RoadSt. Paul, MN 55121

1-800-328-2725www.skyline.com

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Table of ContentsIntroduction ...........................................................................................................

Tech Perceptions ..................................................................................................

Audiovisual Technology Trends (Non-Interactive) .........................................

Audiovisual Technology Trends (Interactive) .................................................

Lighting Trends .....................................................................................................

Lead Retrieval Trends ..........................................................................................

Social Media Trends ............................................................................................

App Trends ............................................................................................................

Mobile Technology Trends ................................................................................

Other Technology Trends ...................................................................................

Sources for Technology Help and Information ..............................................

Content Trends .....................................................................................................

Budgets ..................................................................................................................

Best Uses of Technology ....................................................................................

Tech Challenges ...................................................................................................

Conclusions ...........................................................................................................

About Skyline .......................................................................................................

About the SurveyIn October 2014, Skyline surveyed 15,000 exhibitors in order to understandwhat technologies organizations are incorporating into their exhibitprograms. The results highlighted here in this report come from the 380responses we received.

Respondents represented a wide array of industry, booth size, number oftrade shows participating in during a calendar year, and total companyannual sales. We looked at over 55 different technologies in severalcategories available and measured both current and future trends, andhow exhibitors are budgeting for those trends.

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IntroductionA Technology Guidebook for Exhibitors

Our goal is to provide exhibitors a way to compare their organization’suse of technology in their exhibit program compared to how their peersacross a variety of industries are using technology. This study will alsohighlight which technologies are most viable, which technologies willmost likely be trending over the next few years, and which technologiesare being phased out.

Technology is being used more and more by exhibitors at trade showsand expos worldwide and across all industries. Exhibitors are usingtechnology to attract people to their booth, capture leads, educate,entertain, and manage logistics.

This use of technology has become so ubiquitous that exhibitors nolonger fear technology, but embrace it. Our survey found thatexhibitors’ perceptions of technology were overwhelmingly positive.Most those surveyed felt that not only did technology make their showsmore effective but that it also attracted visitors to their booths andenhanced the visitor experience.

Technology is here to stay and will continue to evolve. Yes, things dochange quickly, but the fundamentals remain the same. Careful planningand using technology as a way to enhance your overall strategy areyour keys to success.

This survey is a technology guidebook for exhibitors. You will quickly beable to see how your use of technology measures up to your peers. Thissurvey will show you what technologies are mainstream, whattechnologies are going to gain in popularity over the next couple ofyears, and what technologies are being phased out. We’ll also give yousome insight into how exhibitors are allocating budgets dollars to thetechnology in their booths.

Almost 95 percent of those surveyed expect to spend the same or more on

technology in the next two years.

As knowledgeable as our respondents were when it came to thedifferent technologies available, most were eager to learn more. Thisstudy is intended to help facilitate that learning.

“Focus on the overall objective andonly spend onthose piecesof technologythat deliveragainst the objective.” Survey response

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Tech Perceptions

Exhibitors Have an Overwhelmingly Positive Perception When ItComes To Technology

Exhibitors Feel Technology Makes Their Trade Shows More Effective

As we said earlier, when it comes to technology, exhibitors have a fargreater positive perception than they have a negative perception. Mostexhibitors surveyed felt that technology makes their trade shows moreeffective and that technology improves the visitor experience.

One negative that stood out in the survey was that almost 30 percent felttechnology is too expensive. Less than 10 percent felt technology wasjust a crutch that gets in the way of face-to-face interaction, or that theydid not know enough about technology and lacked the time to learn it,or that technology is too hard for booth staffers to use and they wereunable to train them. Less than one in five exhibitors felt technologychanged too fast.

When we looked at the results through the lens of sales numbers, therewas no significant difference between companies with sales over $50Mand companies with sales under $50M. We did however see adifference when we broke those numbers down further.

“Communicationand trainingcannot start theday before theevent.”Survey response

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Close to 40 percent of Exhibitors with more than $1B in sales felt thattechnology was too expensive as opposed to just a quarter ofexhibitors with under $10M in sales. It would seem, the less moneycompanies have, the more they value technology.

Close to 40 percent of Exhibitors with more than $1B in sales felt that

technology was too expensive as opposed to just a quarter of exhibitors

with under $10M in sales.

We found only a 10 percent difference in perceptions of exhibitorsunder 40 and those over 40. Ninety percent of exhibitors under forty felttechnology can make trade shows more effective versus 80 percent ofthose over 40 years of age.

In our open-ended questions, a few exhibitors commented thattechnology just simply gets in the way of quality face-to-faceinteractions. Many others felt that is not the case if your focus is on usingtechnology to enhance the visitor experience as opposed toimplementing technology separate from your overall strategy.

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Audiovisual Technology Trends (Non-Interactive)

Video Walls, Translucent Screens and 4K Resolution Flat ScreensGaining In Popularity

Projectors Are Out, Tablet Computers Are In

Audiovisual technology has become the life-blood of every exhibit. No matter if you have a 10’ x 10’ booth or a 400 square foot island booth; chances are there will be some form of audiovisual technology in your booth.

Our survey shows that computer monitors, tablet computers, and flatscreen monitors are mainstream when it comes to non-interactiveaudiovisual, with over 50 percent of exhibitors already using thosetechnologies. Another 20 percent plan to start using tablet computers inthe next two years. If that is the case, tablets will be the most populartech in use.

As for newer technology that is beginning to catch on, keep your eye onvideo walls, translucent screens and 4K resolution flat screens. There issignificant interest in those technologies with between 12 and 24 percent

“Hooking upan iPad to a flatscreen monitorso that itdisplays thecontent on alarger scale isa good wayto shareinformationwith more thanone person. Italso capturesfolks' interestas they walk by,as they wonderwhat you'redemonstrating.”Survey response

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of exhibitors either currently using them or planning to use them overthe next two years. Projectors, on the other hand, are being phased on.

Over 40 percent of respondents said that they had never heard ofautomated moving monitor mounts, projection mapping andaugmented reality while just 5 to 6 percent plan to implement thosetechnologies over the next two years.

3/D holograms are more widely known with only 18 percent ofrespondents saying they had never heard of them. We may have theviral Tupac performance at Coachella back in 2012 to thank for that, butjust over 75 percent of respondents said they have no plans on usingholograms in their exhibit programs.

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compared

exhibiting

companies

with over

$50M in

sales to

exhibit

companies

under $50M

in sales, we

found no

significant

differences

in usage

trends.

We saw a difference when we compared companies who exhibit at tenor fewer shows a year with companies who exhibit at more than tenshows a year. Half of the companies who participate in fewer shows andwho have used translucent monitors are giving up on them. They have ahigher than average growth rate when it comes to tablet computers.

Companies who exhibit at more than ten shows a year have a higher thanaverage interest in incorporating video walls into their program with onein five looking to add them over the next two years. This group has alsotried projection mapping, but one in three who have used it plans to stop.

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Audiovisual Technology Trends (Interactive)

Two-Thirds of Exhibitors Are Using Tablet Computers Interactively

Fifty Percent of Exhibitors Use or Plan to Use Touch Screen Technology

We also looked at how exhibitors used some of that same technologyand different technology interactively. Again, tablet computers steal theshow with over two-thirds of exhibitors using tablet computersinteractively. Touch screens are gaining in popularity with fifty percenteither using them or plan on using them in the next two years.

In the category of what is not hot are video games. Almost 90 percent ofexhibitors say they have no plans to use video games now or in the future.

While live streaming and virtual events are becoming more popular withtrade show organizers, only 35 percent of exhibitors plan to incorporatelive streaming, webcasts and Skype into their exhibit program. Wewonder if part of that is not due to the dissatisfaction with the Internetoptions available at shows, an issue we will look at further on in this report.

The only area where we saw any difference was with exhibitors who domore than ten shows a year. Those exhibitors are showing a 20 percentgrowth rate in live streaming, webcasts and Skype. In two years, we will seea 50/50 split between those using it and those who have no plans to use it.

“Make personalcontact withtechnologyvendors inadvance andhave contactnames andnumbers onhand duringpre-showset-up.”Survey response

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Lighting Trends

Emergence of LED at the High End

Backlighting Will Remain Popular With Exhibitors

The lighting of exhibit booths is not a topic that is often discussed; yet itis an important part of your exhibit design. Lighting can be used tocreate an ambiance, draw attention to key messages, and attract visitorsto your booth.

When looking at trends in lighting, we found that spotlight andbacklights were fairly mainstream with about half the respondents eitherusing this type of lighting now or have plans to use them in the next twoyears. Over 50 percent of exhibitors were not planning on usinghalogen lights, fluorescent lights, spot lights, and rigging in their exhibits. Theatrical stage lighting is becoming a thing of the past with 80 percentof those surveyed having no intention of using it in their booths. LEDlighting is not very popular at present with only 15 percent of exhibitorsusing them in some form currently. However, 25 percent of thosesurveyed intend to use them over the next two years.

Surprisingly, almost half of the exhibitors surveyed were unfamiliar withGOBO lights. Only 10 percent of exhibitors currently use them, and thatis only expected to rise by 3 percent in the future.

“We usetechnology interms of greatlighting and toattract peopleto our booth.”Survey response

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A gobo (or GOBO) derived from "Go Between" or "Goes Before Optics" is a

physical template slotted inside, or placed in front of, a lighting source,

used to control the shape of emitted light. (Per Wikipedia)

Backlighting for graphics was the most popular form of lighting acrosshealthcare, manufacturing and technology companies. Professionalservices companies tend to favor spotlights and halogen lights at justover 52 percent using them.

In the future, we can expect to see a growth in backlighting withcompanies under 50M in sales and a growth in LED strip or rope lights inthose companies with higher sales numbers.

Inline exhibitors also use backlighting less than island exhibitorscurrently, but that is expected to grow by 15 percent over the next twoyears. Ten percent of island exhibitors say they plan on adopting LEDchangeable color lighting over the next two years.

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Lead Retrieval Trends

Mobile Is the Future of Lead Retrieval

Integration with CRM Software on the Rise

It was not very long ago that exhibitors had but two options when itcame to lead retrieval. Their first option was to collect business cardsand paper leads via a fishbowl. The only high-tech option was a rentedlead retrieval device from the show organizer.

Today, exhibitors are collecting leads via their mobile devices and touchscreen interactive monitors. They are using their own proprietaryprograms or off the shelf applications that integrate with their CRMsystems. Now lead collection is not relegated to the booth but it canhappen in line for coffee, on a shuttle bus to the hotel, or at the gate inthe airport on your way back home.

Show organizers are moving away from lead retrieval devices and aremoving toward mobile apps. Exhibitors are using those show apps at arate of 53 percent. These show apps will see the highest rate of growthover the next two years at close to 20 percent of exhibitors say theyplan to start using them.

“Create customexhibiting leadmanagementand othertools on youriPad/tablet. If allelse fails, mosttimes these willwork and areeasy for peopleto manage.”Survey response

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It is expected that close to two-thirds of exhibitors will be using the show

app lead retrieval in the next two years.

Only one in four exhibitors are using rented (not from the show), orcompany owned lead retrieval systems. Fifty-six percent of exhibitorssaid they are not using them now and have no plans to use them in the future.

There is another component to lead retrieval that is catching on, and thatis the ability to sync the leads collected to the exhibiting company’sCRM system via the Internet. Currently, only 30 percent of exhibitors aredoing this but it’s expected to grow by 20 percent over the next twoyears. Healthcare exhibitors expect to see a growth of 44 percent whenit comes to integration with their CRM system.

60 percent of those exhibiting at more than ten shows a year use theshow app, while 50 percent of those exhibiting at ten or fewer shows ayear use it. There is also a significant abandonment rate on the showprovided app with 20 percent of exhibitors who exhibit at ten or fewershows a year planning to stop using it.

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Social Media TrendsLinkedIn and YouTube Most Popular Social Media Sites

Visual Content Sharing Is On the Rise

Very few of the respondents were unfamiliar with the social mediaplatforms we surveyed. Familiarity does not necessarily mean theyembrace social media. Surprisingly, over 25 percent of exhibitors saythey have no plans on using social media in their exhibit programs.

Facebook, Twitter and LinkedIn are the most popular platforms withYouTube falling just behind those top three. Blogs are split down themiddle as far as exhibitors using them and exhibitors who have no plansto use them. LinkedIn and YouTube are both popular and growing at anabove average pace.

While Instagram is expected to grow to 40 percent of Exhibitors using itin the next two years, Pinterest holds little interest. Photo and videobackdrops are expected to grow by 16 percent, which not surprising isthe same growth rate as Instagram.

There was no significant difference when it came to social media use based on age.

“Utilizing social mediabefore andduring a trade showcan increasevisitors to thebooth.”Survey response

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We do see differences in social media across different industries. Linkedin is most popular with Healthcare companies, but they are abandoningFacebook and have little interest in Twitter. Tech companies favor Twitterand LinkedIn but also have little use for Facebook.

Manufacturing sees a more diverse mix in social media use. Thosecompanies tend to favor Twitter, Facebook, YouTube and LinkedIn and allfour expect to see growth in the next two years. Professional servicescompanies are using LinkedIn, Twitter and Facebook, but are notinterested in Pinterest, Instagram or photo backdrops.

Companies with under $50M in sales favor Facebook while companies over

$50M in sales favor LinkedIn.

There was also little difference when we looked at the age of thosesurveyed. On the surface, this may seem surprising; however you musttake into consideration this is corporate social media usage, notpersonal, so age of the respondent should not make a difference.

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App TrendsExhibitors Participating In Multiple Shows a YearFavor the Show App

Only One In Five Exhibitors Currently Advertise On the Show App

The opportunity to interact with customers and prospects face-to-face isone of the main reasons exhibitors participate in events such as tradeshows and expos. Our survey looked at three different ways thattechnology can help enable those interactions; those being show apps,off-the-shelf apps, and custom made apps. Our three categories herewere fairly broad as there are so many possibilities when you try tobreak each category down.

About a third of the respondents were not aware these applicationsexisted which indicates there is a need for more education on theoptions available. Particularly on the part of show management as onlya one in five exhibitors are using the app to advertise. Still, this was themost popular option at double the rate of the others.

About a third of the respondents were not aware these applications existed

which indicates there is a need for more education on the options available.

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Of industry sectors using the show app for advertising, tech companieslead the way with 35 percent of exhibitors buying into the show app.The show app is the least popular with Healthcare exhibitors with only 15percent using it.

21 percent of companies with over $50M in sales are looking to developcustom apps while just over 12 percent of companies with less than$50M in sales plan to develop them. We see similar results whencomparing island exhibitors to inline exhibitors with island exhibitorsleading in developing of custom apps.

Not surprisingly, the more shows an exhibitor does, the higher their levelof knowledge about the app options available are, and the more willingthey are to use them. 36 percent of exhibitors participating in ten showsor more are advertising on the show app. Only 16 percent of those whoexhibit at less than ten shows are taking advantage of the show app.Exhibitors participating in more shows are twice as likely to invest in acustom app.

“Make the appvery intuitive.”Survey response

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Mobile Technology TrendsLive Polling and Texting Expected To Increase Over Next Two Years

Exhibitors Have a Love/Hate Relationship with QR Codes

When we surveyed our exhibitors on the different mobile technologyavailable and relevant to exhibits, we found over half the respondentshave never heard of RFID or NFC. It was no surprise then that less thanten percent of exhibitors either use or plan to use those technologies inthe next two years.

*RFID: wireless use of electromagnetic fields to transfer data, for the

purposes of automatically identifying and tracking tags attached to objects

(RFID chips embedding into badges). *Wikipedia

NFC: a set of standards for “devices” to establish radio communication with

each other by either touching them together or bringing them into close

proximity. *TSNN - Do You Know the Difference Between NFC and

Bluetooth® Beacons?

One-third of our exhibitors are using QR codes as part of their exhibitstrategy. What is particularly interesting is that QR codes have thehighest potential growth rate and at the same time, they also have thehighest bail rate. Twenty-five percent of exhibitors using QR codes say

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they intend to stop using them in the future. One can only assume QRcodes are not as effective as hoped given that one in four that usethem stop.

QR codes have the highest potential growth rate and at the same time, they

also have the highest bail rate.

Live polling and texting, while not widely used currently, both areexpected to grow as about 15 percent of exhibitors intend to use thosetechnologies in the next two years.

Almost a quarter of companies with over $50M in sales expect toincorporate live polling into their exhibits. Inline exhibitors seem morewilling to take on texting with 35 percent saying they intend to start usingit in the next two years. Twenty-five percent of island exhibitors sayingthey intend to start using live polling in the future.U.S. is still worth it.

“It is very important to take advantageof early-orderdiscount pricesfor electricity and internet.”Survey response

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Other Technology TrendsWi-Fi Replacing Hardwired Internet Connection for Many Exhibitors

Uptick in Mobile Device Usage Means Uptick inIn-Booth Charging Stations

We asked about several different technologies available and used byexhibitors that didn’t quite fit in any one bucket. Those categories wereOnline Asset Management, video content, virtual events, Wi-Fi Internet,Hard-wired Internet, and mobile device charging stations.Online asset management had the lowest awareness with just over 30percent having never heard of it and the lowest usage rate at just over13 percent.

Wi-Fi was the most popular category with over two thirds currently usingit and 12 percent planning to in the next two years. Our tech companiesare using Wi-Fi the heaviest at 84 percent. Healthcare companies camein second at 70 percent currently using Wi-Fi.

Hard-wired Internet had a bail rate of almost 20 percent. Almost 45percent of exhibitors have no plans to use it in the future. We don’t knowif this is due to cost or the availability of Wi-Fi.

“Bring yourown hotspot.”Survey response

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Video content was the second most widely used technology in thiscategory with 46 percent of exhibitors using it and another 17 percentplanning on using it in the next two years. Again, technology companiesled the way here with 66 percent currently using it.

Given we are seeing so many attendees using their mobile devices toaccess show apps and exhibitors looking to incorporate more texting,polling and even QR codes into their exhibits, it’s no wonder that 50percent of exhibitors plan to incorporate charging stations into theirexhibit booths. One in five healthcare companies intends to start addingthem in their booths. When we broke the numbers down by age, ouryounger exhibitors want to see more changing stations in their boothwhile exhibitors over 40 want to see more video content.

50 percent of

exhibitors plan

to incorporate

charging

stations into

their exhibit

booths.

Technologycompanies arealso looking atsignificantgrowth when itcomes to virtual

events. Almost 60 percent of tech exhibitors plan to incorporate virtualevents into their strategy in the next two years while 71 percent ofprofessional services companies say they have no plans for virtual events.

Exhibitors from this survey who do more than ten shows a year arelooking to get more involved in virtual events. It’s also important to notethis same group has a bail rate on virtual events of 17 percent. The 18percent looking to take them on might want to consider that number.

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Sources for Technology Help and InformationTwo-Thirds of Exhibitors Seek Help From Internal IT Department

Smaller Companies Are Going the “Do It Yourself” Route

Given that some of the technology was unknown to our exhibitors, andthat some even felt they just did not have a good grasp of technology, itis important to know where exhibitors get their technology productsand where to they turn for help when they need it.

We found that two-thirds of exhibitors turn to their IT department forhelp and new technologies. Over 50 percent purchased their tech from online and retail outlets. A third of exhibitors turned to the showorganizer and their AV/tech vendors, and one-fifth relies on their exhibit house. Just 3 percent relied on their ad agency. Not surprisingly,in a world of “do more with less” 30 percent of exhibitors said, “I do itall myself.”

Two-thirds of exhibitors turn to their IT department for help and

new technologies.

Smaller companies tended to be more “do-it-yourself” with 35percent doing it themselves versus just 19 percent of over $50M insales companies.

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Tech companies relied most heavily on their IT department at 80 percent,with healthcare right behind them at 70 percent. Healthcare companiestended to rely on the show organizer more at 60 percent, whiletechnology companies often bought technology off the rack either instore (37 percent) or online (44 percent). Manufacturing relies mostly ontheir IT departments, show organizers and a bit of their own know-how,while professional services rely mostly on their IT department and a bitof DIY.

Exhibitors participating in more than ten shows a year tend to rely moreheavily on their ad agency and show organizer and less on themselvesthan exhibitors who participate in fewer shows a year.

“If you want touse a largedisplay monitorat a nationalshow, considerpurchasing itlocally insteadof renting.Then, to avoidthe cost ofshipping it backhome, give itaway to apreferredcustomer or asa drawing.”Survey response

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Content TrendsCompany Websites, Presentations and Photos Are MostWidely Used Content

Island Exhibitors Use More Video and Illustrations in Their Booths

When we asked exhibitors what kind of content they were using in theirbooths, their company website, presentations (PowerPoint, Keynote andPrezi), photos and illustrations, and play only video were the top fourcategories with over two thirds using them. Over 30 percent said theydo software demos, and that was not only those exhibitors who classifythemselves as tech companies.

When we broke it down by industry, healthcare exhibitors favored theircompany website and presentations and had very little interest in videowith interactive content and digitalsignage programming.

Technology companies tended to showcase their company websiteand software demos with very little interest in motion activatedprojection. Topping the list for manufacturing companies werephotos and illustrations, and they also had little interest in motionactivated projection.

Over 30 percent of exhibitors said they did software demos, and that was

not only those exhibitors who classify themselves as tech companies.

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Seventy-six percent ofprofessional servicescompanies featured theirwebsites andpresentations but hadlittle interest in interactivevideos and 3D animation.

There was a significantdifference in inlineexhibitors vs. islandexhibitors. While inlineexhibitors tended tofollow the overall trends,island exhibitorsincorporated more non-interactive video andphotos and illustrations intheir booths.

Exhibitors going to morethan ten shows a yeartended to use morevideo in their boothswhile those exhibitingless frequently reliedmore on photos and

illustrations.

“We use digitalflip books formarketingmaterial, specsheets,presentations,videos, etc. toreduce theamount ofpaper we haveto ship to theshow site.”Survey response

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BudgetsFifty Percent of Exhibitors Are Spending Up To Ten Percent ofBudget on Technology

95% of Exhibitors Expect Their Technology Budget to Stay theSame or Grow

What everyone wants to know is how are people paying for all thistechnology they are using in their booths and where are they gettingthe money for the changes they anticipate? While we asked aboutbudgets, we did not ask if technology was a separate line item in theirbudgets or if it was mixed in with exhibit design or show services.Over 50 percent of exhibitors spend up to ten percent of their budgeton technology.

Almost 53 percent of exhibitors expect their budget to stay the sameover the next two years. Forty-two percent expect that budget to grow,and only five percent expect to see a drop in their budget.

Forty-two percent of exhibitors expect their tech budget to grow, compared

to only 5 percent expecting a drop.

Booth size made no difference when it came to budgets and spending,but healthcare and technologies companies were spending more thanmanufacturing and professional services.

“Buy the largeflat screen TVsinstead ofrenting. It is awash in mostcases.”Survey response

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There was no significant difference between companies with over $50Min sales and companies with under $50M in sales. There was a differencewhen it came to inline exhibitors vs. Island exhibitors.

Twelve percent of inline exhibitors said they had no budget allocated fortechnology spending versus only 2 percent of island exhibitors with notechnology money to spend. Island exhibitors will also enjoy a higherincrease in their budget for technology over the next two years.

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Best Uses for Technology

Aid to Lead Retrieval and Demos Are Most Popular Use ofTechnology

Exhibitors Share Their Best Tech Use Cases

We asked exhibitors to tell us about their best use of technology attrade shows. The majority of the answers fell into two categories. Mostof the respondents found their best use of technology was as an aid tobetter lead retrieval. Videos and demos also scored high in best usecase. We found that many were either using technology to managegiveaways or as a giveaway in itself. Digital catalogs and brochureswere also a favorite use amongst our respondents.

Some of the uses that stood out included games. As we saw earlier, therewas a high bail rate on video games. However, some exhibitors managedto find an effective use for gamification in their booth. For example oneexhibitor used a digital game to build their company’s email list.

Other exhibitors used costsavings calculators, inventorychecking systems, appointmentsetting apps, and surveys. Oneexhibitor was using technology todeliver custom content to thebooth visitor based on personas.Those using charging stations intheir booth found they enabledthe booth staff to spend moretime talking to booth visitors.

Self-driven demos and information lookup worked for some exhibitors,as did self-checkout stations or mobile payment options for thoseexhibitors offering products/services for sale in their booth.

Two more unusual use cases were the implementation of augmentedreality to add excitement to otherwise ordinary products and asimulator chair where booth visitors could experience first-hand what itwould be like to work with their equipment.

“3D animationis a big drawfor visitorsbecause theycan actuallysee how ourtechnologyworks versusjust reading abrochure.”Survey response

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Tech Challenges

Internet Access at Shows Is Number One Challenge

When asked what their biggest challenges were when it came totechnology, Internet access at shows was the number-one response. Aswe saw earlier, exhibitors were abandoning hard-wired connections infavor of Wi-Fi (based on these results we found a big reason for that iscost). However, the quality, or lack thereof, of the Wi-Fi provided by thevenue or show organizer was a significant challenge.

Several exhibitors suggested that you bring your own wireless orcellular access to the show instead of relying on the access provided bythe venue or the show organizer. This is often a confusing issue forexhibitors, as they think, or they are told they are limited to options theshow provides. This is not the case. Exhibitors are legally allowed tobring their own service into any venue, private or public, so long you donot willfully or maliciously interfere with other users.

Education also came up as a significant challenge for exhibitors. Thismakes us question, is trade show technology for too hard to use?

Tim Bajarin, consumer technology analyst, says that one of the reasonsApple is so successful is that their products are easy to use. People nowexpect when they pick up a piece of new technology they will be ableto make it work. If our exhibit technology is not being built that way, it’sno wonder that exhibitors are struggling with this issue.

“Ridiculousprice forconventioncenter Wi-Fi.We bring ourown.”Survey response

“High securityon our iPadsenforced byour companymake accessingand using iPadsnot worth thetime (usually arelocked out ofthe iPad due toregularlychangingpasswords orthe iPad isforced to lockafter a set time).”Survey response

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ConclusionsWe hope that this report gives you more confidence in the technologydecisions you make today and those you make in the future. For thosewho find it challenging to get approval and/or support from yourexecutive team, you can use this report to help you make your case.

If you struggle with technology, know you are not alone. Many haveprobably struggled with the same issues you are struggling with, butalso understand that solutions are available.

Many exhibitors have only a finite amount of time they can spend ongetting up to speed on technology. This report should show you whereto focus that time and which technologies are worth knowing about.

And in closing we pass on valuable advice from one of our surveyrespondents, “show up early and have a backup!”

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About SkylineSkyline Exhibits, home of the revolutionary Skyline® WindScape® air-powered exhibit system, is North America’s leading brand of exhibitsystems. Known for high-quality manufacturing, cost-saving portability,innovative functionality, creative design and exhibitor education, Skylinehas nearly 80 Design Centers in North America, Regional Service Centersin top venue cities and representation in 30 countries. The companymanufactures a broad range of products for trade shows and events –from banner stands and pop-up displays to large, custom modularexhibits. With over 20 integrated exhibit systems, state-of-the-artproduction of large-format graphics, exhibit rental and other services,Skyline provides exhibit solutions for virtually any size or budget.

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