Lo que la audiencia espera de ti…

Generar experiencias y engagement en una audiencia comercial, es una cada vez más importante en el proceso de relaciones con nuestros clientes, y en su ciclo de vida de relación comercial. Ferias y exposiciones son un camino perfecto para generar experiencias de forma masiva. Hacerles experimentar lo que vendes es la clave.
Por tanto para el conjunto de la industria, organizadores, agencias, expositores, …  el hecho de ser capaces de generar experiencias únicas alrededor de un evento para la comunidad sectorial congregada es un “must”, y sobre ello giran nuestras propuestas de tendencias para el 2018.

#trend1.- TU STAND ES EL ESCENARIO DE UN TEATRO EN EL QUE PASAN COSAS DE FORMA PERMANENTE.

Imagina que la presencia de tu compañía en un evento, significa que durante x días, la sede de la empresa se desplaza al lugar donde se celebra la fiesta comercial del sector por excelencia. Tu stand es el espacio en el que construyes el escenario de un teatro en el que hay una programación y parrilla de contenido permanente para interactuar con tu audiencia a la que haces participe de la representación. Tu stand no es un largo por ancho para vender tu marca. Míralo en 4 dimensiones : NOTORIEDAD, ENGAGEMENT, SALES LEADS Y FIDELIDAD, y no solo desde un punto de vista de escenario físico, sino también digital.

 

#trend2.- LA AUDIENCIA ESPERA DE TI, TECNOLOGÍA
En nuestras casas, en nuestros trabajos, en nuestro entorno,….somos una sociedad hiper conectada. Tan importante o más que entregar información a nuestra audiencia comercial, lo es la forma en la que se entrega. Hay muchas fórmulas de transmitir información de maneras novedosa, innovadora y económica. Incorporar tecnología en su pantalla no tiene que ser complicado para ser efectivo. Nuevas herramientas de formación e información basadas en la tecnología, en la digitalización, realidad virtual y aumentada… La estrategia puede ser tan simple como incluir interfaces de pantalla táctil o dispositivos hábiles como balizas Bluetooth para conectarse con los dispositivos del consumidor. El beneficio de esto es triple: los asistentes se sentirán atraídos por permanecer en su stand conectado, existe la oportunidad de capturar sus datos y transmitir el mensaje de su marca de una manera innovadora y emocionante. Nuestra audiencia comercial está ansiosa por asombrarse.

 

Desde los rastreadores de RFID hasta los quioscos y las tabletas, la tecnología en varias formas ha estado haciendo su presencia dentro de las ferias durante años. Su capacidad para crear compromiso e interacción con los visitantes, al mismo tiempo que los educa, hace que su futura presencia en ferias muestre una conclusión inevitable. Sin embargo, la forma exacta que adopta esta tecnología varía según el año, a medida que se realizan los avances y a medida que cambian las preferencias de los visitantes. Para 2018, hay dos tendencias principales que seguirán dominando: la realidad virtual (que debutó este año) y la señalización digital. La señalización digital (el uso de medios digitales como pantallas LCD para comunicar información) presenta una oportunidad única para que las empresas interactúen con los visitantes y los atraigan. Muy apreciable, muy personalizable, extremadamente versátil y capaz de permitir la interacción (a través de medios como pantallas táctiles), la señalización digital se está convirtiendo en el camino a seguir cuando se trata de exhibiciones comerciales.

 

#trend3.- TU EVENTO HA DE SER SOSTENIBLE Y ECOLÓGICO
El ciclo de vida de la producción participando en un evento es muy corto, muy efímero. Hay una tendencia en el mercado a mostrar que se puede participar en eventos,  y a la vez ser medioambientalmente responsables y comprometidos. Los consumidores en general están adoptando un estilo de vida verde, por lo tanto, incorporar diseños y decoración ecológicos, materiales reutilizados y accesorios de ahorro de energía crea la impresión entre los visitantes, que la sostenibilidad forma parte de tu posicionamiento como empresa en el mundo.

 

#trend4.- HUMANIDAD Y MARKETING DEL CORAZÓN
Una vez que has conseguido atraer a visitantes a tu evento o a tu stand,…te invito a que potencies INTERACCIONES HUMANAS DE CALIDAD. Una conversación sincera, profesional, cercana, amable,….sigue siendo el activo más valioso de cualquier empresa. Y las personas capaces de poderlo llevar a cabo, los mejores embajadores de experiencias. El personal que atiende el stand ha de tener habilidades naturales en la interacción entre personas. Sus gestos, su lenguaje, su actitud, su disposición,…. son claves. No estoy hablando de comerciales, sino de personas, embajadores de tu empresa,….voceros de su marca. La calidad humana vende, y vende mucho, porque es confianza. Marketing del corazón.

#trend5.-  LUCES Y AMBIENTES
Gracias a la nueva tecnología LED y sus reguladores de intensidad logramos crear ambientes, incluso diferentes en los diferentes momentos del día, para ayudar a mantener un ritmo circadiano más correcto, e incluso cambiar la estética de nuestro stand en diferentes momentos de la vida útil del evento. La luz es espectáculo, es experiencia. La iluminación personalizada e inteligente irá ganando peso, con toda una gama de intensidades y opciones de color para crear el estado de ánimo y los efectos correctos. En el pasado, la iluminación ha sido muy monótona y  ambiente.

 

#trend6.- MENOS ES MÁS
La tendencia establecida por los expositores internacionales es que sus stands contienen menos pantallas digitales, menos señalética, menos material gráfico y menos folletos y presentaciones. Una puesta en escena muy minimalista para poner el foco en la parte relacional, en sus visitantes, clientes potenciales, para hablar sobre sus necesidades e intereses. El objetivo es hacer que su asistencia a la feria sea una experiencia memorable.

 

#trends7.- UN EVENTO A MEDIDA – TU EVENTO
Cada empresa que participa en un evento tiene objetivos diferentes, por tanto la organización de la feria ha de ser capaz de ofrecerle toda una batería de acciones que permitan cumplir el ROI (return of investment) y ROO (return of objectives). La tendencia pues es a potenciar que cada empresa organiza su propio evento dentro del macroevento. Esto suma y potencia de forma exponencial tanto el compromiso por parte del expositor, como su capacidad de generar engagement con su comunidad.

 

#trends8.- PIENSA EN M3, no en M2 : HACIA ESPACIOS INMERSIVOS
Aunque el organizador de la feria te envíe el plano de cotas del stand de largo por ancho, es importante que tengas en cuenta la volumetría completa del stand, en base a la normativa de montaje que permite la feria en cuestión. Dibuja el cubo en 3D de lo máximo que te permitiría la organización, de forma que puedas jugar con distintas posibilidades. No es suelo y trasera, sino conseguir espacio inmersivo en el interior, aprovechando el exterior para generar impactos y notoriedad.

#trends9.- AUN EN UNA FERIA PROFESIONAL, PIENSA EN B2C

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