Roundtable
Changing experiences
EN teamed up with DBPixelhouse, who create interactive and multisensory
experiences to inform industry experts, and discuss the latest technology and how
it can improve exhibitor/visitor experiences and build stronger event economies
F
rom the offset, this
was always going to be
an unusual roundtable.
DBPixelhouse is at the
forefront of providing
technological solutions to
improve visitor and customer
experiences at consumer
and trade events. The
event was held inside the
company’s high-tech demo
lab in Maida Vale, packed to
the brim with the very latest
innovations. These included
a pixel brix wall (a collection
of highly interactive
tablets) that can be used
for impact, data gathering
and/or lead generation, and
to engage visitors. Each
tablet can be removed and
used independently, and
can deliver products and
messaging that makes it a
50 — April
powerful and experience and
marketing tool. There are
countless other devices at DB
including ‘Minority Report’
style interactive tables that
allow users to place chip-
based markers to reveal
information about items.
This sort of technology is
ideal for people who want
an experience at an event,
as it encourages people
to discover more about
products on stands or as part
of a feature. Let the games
commence...
Are your visitors evolving?
Kim Barnes, event manager,
Clarion Events said: “I think
people are changing, and
they definitely want more of
an experience at events. The
way we want and consume
information is changing.
As an exhibitor, you have
to be going out of your
way to create some kind of
experiential feeling on your
stand. We have started using
Pardot - it’s a marketing tool
which tracks your customers
from the moment they
hit your website and what
parts of the site they are
visiting, ensuring that we
know what delegates want
from an event. We can not
only use this intelligence to
form insightful, and relevant
content but we can deliver
messaging that’s useful to
our potential visitors.”
Mollie Warden, assistant
show manager, Media 10,
believes we need to listen to
our audiences and act on that
research. She adds: “We get a
EN ROUNDTABLE PARTICIPANTS
» Chris Preston, MD, Freeman
» Angela Smith, head of customer
experience, Freeman
» Kimberley Barnes, event manager,
Clarion
» Mollie Warden, assistant show
manager, Media 10
» Adam Jones, digital products
director, Freeman
» Kate Simmons, operations, Reed
Exhibitions
» Dan Sewell, event director, Upper
Street Events
» Laura Tavernor, head of marketing,
DMG Events
» David Bulley, MD, DBPixelhouse
» Alastair Reece, content director,
DBPixelhouse
» Adam Price, Sales Manager,
DBPixelHouse