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September 29, 2009

Alastair Reece:Bringing your events to life

The head of DBpixelhouse describes how and why the use of animation, graphics and video content as marketing media will improve a company’s event and exhibition presence.

I feel it’s always important to advise customers that the technology utilised on exhibition stands is not about the physical equipment, but how you use it to achieve the biggest impact.

This principle also applies to the use of animation, graphics and video content in the form of media marketing, which is broadcast on an exhibit’s display system.

If one of my customers asked me: “Why would the use of animation, graphics or video content be beneficial to my exhibit?” I’d respond by telling them that, if used correctly, this marketing media will provide a visually stunning addition to the exhibit. It will help grab attention, allow interaction with their potential customers and create that all-important ‘wow’ factor, which separates ordinary stands from extraordinary ones.

Seconds out
The importance of displaying marketing media to customers is undisputed. This becomes even more apparent at trade shows or events where niche audiences have gathered. Exhibitors have all but a matter of seconds to convert a delegate with a passing interest into a potential customer.

To work effectively, the marketing media has to be correctly designed and displayed in order to achieve the maximum impact.

So what does well-designed marketing media consist of? Well it must be:
• Clear and concise
• Stylish and professional
• Well paced
• Memorable
• Relevant and targeted to the event’s audience
• Immediately accessible
• Current (up to date and considerate of news and information from within the particular industry)
• Aware of its environment and display method (ambient lighting and audio, as well as working to weaknesses or benefits of the display system being used)

Shape and scale
Once you’ve got the design, customers have to be aware that in order to achieve the maximum impact, the correct sort of display system has to be utilised. The shape and scale of the technology will go a long way to grabbing audience attention.

If you are displaying complex animation or things like 2D and 3D graphics, make sure you have high specification screens to show it on. Conversely, if your marketing media only requires a standard screen, then there’s no need to spend your budget on an expensive high-end display system. A responsible audio-visual company will always recommend the use of the appropriate display system for individual exhibitor needs, not the most expensive or sophisticated.

In summary, exhibitors should be mindful that in order to get the best out of their marketing media, it has to be well-designed and correctly displayed. The right combination of these two elements will ensure an exhibit to remember.

Alistair Reece is head of DBpixelhouse



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