Trends in Trade Show Design: Neuroscience, Technology, Interactivity
The document discusses trends in trade show design, specifically how neuroscience and technology are influencing interactivity. It notes that our brains are wired to focus on ourselves, so events need to tap into this "deep brain" with personalized experiences. Technology further strengthens this focus on personalization by giving access to information on demand. Two macro trends, the prevalence of millennials and big data, are driving brands to provide customized, engaging experiences tailored to individual wants. The document proposes several "all-about-me" solutions for event organizers, exhibitors, and education to better connect with audiences on a personal level through mobile apps, social media, augmented reality, and adaptive learning models.
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Trends in Trade Show Design: Neuroscience, Technology, Interactivity
- 1. Trends in Trade Show Design: Neuroscience, Technology, Interactivity Executive Round Table Presentation
- 3. Our brains evolved for survival – to focus on ourselves. That Deep Brain still exists in us and determines what we pay attention to.
- 5. To get people’s attention, tap into the Deep Brain with experiences that feel all-about-me.
- 6. Technology empowers by giving access to info High relevance strengthens use
- 7. Mobile devices tap into our Deep Brains, causing us to strongly Technology empowers attach to and rely on technology. by giving access to info High relevance strengthens use
- 8. The typical mobile phone user checks their phone 150 times a day. – Mary Meeker, KPCB By the end of this year, there will be more mobile-connected devices than there are people on earth. – Cisco, 2013
- 9. Technology empowers by giving access to info • Give me what I want when I want it • Be convenient for me • Engage me High relevance strengthens use
- 10. Our dependence on technology is so strong it alters how we see the Technology empowers by giving access to info world – we except products and experiences to be all-about-me. Two macro trends strengthen this dynamic – Millennial Prevalence and Big Data. • Give me what I want when I want it • Be convenient for me • Engage me High relevance strengthens use
- 11. Millennials came of age with technology and especially depend on it. Their volume is driving brands to provide all-about-me experiences.
- 12. Millennial estimated purchasing power today is $13 trillion. – CEB/Iconoculture By 2025 Millennials will make up 75% of the workforce. – Brian Solis
- 13. Netflix analyzed big data from 37 million subscribers to construct this hit, and it led to a new form of media consumption – binge viewing. Netflix House of Cards example illustrating Big Data
- 14. Events that win will create all-about-me experiences for all participants Technology empowers by giving access to info – attendees, exhibitors, and sponsors. All-About-Me Event Solutions • Give me what I want when I want it • Be convenient for me • Engage me High relevance strengthens use
- 15. All-About-Me Solutions Event Organizers • Event Mobile App • Virtual Events • Near Field Communication • Heat Mapping
- 16. All-About-Me Solutions Exhibitors • Targeted Messaging thru Social Media • Tech “Eye Candy”: Projection Mapping, Augmented Reality • Photo Booths
- 17. All-About-Me Solutions Education • Second Screen • Flipped Learning • Adaptive Learning Models • Gamified Education