Location-based marketing and augmented realty are not necessarily ad technologies immediately associated with conventions and meetings. That, however, is changing as some companies try out these targeting technologies, with successful results.
The Chicago Convention & Tourism Bureau, for example, first moved into location-based marketing through the social gaming platform SCVNGR last September, Harvey John Morris, director of the bureau’s Digital Marketing & Social Media division told EyeforTravel’s Ritesh Gupta.
A Trek Through Four Convention Halls
The International Manufacturing Technology Show was the first convention at McCormick Place to offer interactive gaming as a result, he said, describing a IMTS 2010 trek that included 12 challenges – three in each of the four McCormick Place buildings to familiarize attendees with the facility and drive traffic to exhibitors. Participants who completed at least 6 of the challenges could to unlock badges to receive discounts at the IMTS store.
"What we liked about that platform for a launch was the ability to customize activities and challenges to shape the user experience," Morris said, going on to describe another initiative in which it created SCVNGR treks for the city of Chicago for visitors.
Augmented Realty = Increased Networking Time
One advantage to AR that many marketers overlook is that it is very successful when taken beyond the initial wow factor, according to Hidden Creative. "In fact there are real commercial uses to the technology that deliver results to the bottom line and alters the ways end users interact with a company, service or product," says Matt Trubow, chief executive of Hidden. He points to such practical uses as large screen or LCD displays at events and conferences, that help to "visually display an idea, to enhancing an end users experience online with rich and varied content."
Specifically, engineering giant ABB used two custom-built AR kiosks that Hidden developed at a recent event. ABB saw the average dwell time of attendee at trade show event stands increase to 15 minutes, according to Trubow, giving the company increased networking time. The campaign delivered a 250% rise in business leads. The website saw a peak increase of 451% in weekly hits.
