Analysis
Interactive or electronic art
Electronic art is where those viewing
the art become part of the product
through interaction. Moving beyond
appreciating art from a distance,
interactive electronic art becomes
more personal as the observer can
walk in and around or sit and lie
among the art.
Crystal
A personality detection technology
that helps users improve their
communication with other
individuals by analysing publicly
available data to create a personality
profile that predicts behaviour,
motivation and communication
style. Over 75% of the Fortune
500 companies have used Crystal,
which can help sales reps tailor
communication to the personality of
leads they do now know very well
and build relationships based on
insight into the lead’s personality.
Predictive shopping
Developed by companies such as
Amazon and Facebook, predictive
shopping is a service that, with
the use of AI and algorithms from
big data, dispatches a variety of
consumables to the user before the
recipient has even ordered them.
From cleaning products to groceries,
by determining the user’s online
behaviour, AI predicts the anticipated
needs and requirements and delivers
what is believed to be required by
the user with the intention that the
recipient will accept the delivery,
thereby generating sales.
“AI seems to have
rekindled our creative
thinking towards
customer centricity
and how we can
further influence the
customer journey”
WOW factor
One final innovation I want to
mention, as it has really impressed
me the most, is IBM’s World-of-
Watson (WOW). Until Watson, people
might have doubted that digital can
provide results, but Watson is the
proof that it is possible.
The primary objective of WOW
was to attract a projected 50% of
Above:
Matthias
Baur
conference attendees to a private
trade show, to generate sales leads
and increase sponsorship revenue.
The tactic used was to divide the
trade show into individual zones
showcasing examples of how
genuine companies utilised Watson
to cut costs, increase sales and/or
improve products.
They employed augmented
reality (AR) and multiple live
examples in the zones to convey the
overwhelming range of industries,
from airlines to chocolatiers, that
Watson has successfully helped. The
individual zones at the trade show
included various interactive areas
and services such as: a 37.1sqm
responsive-tile walkway, where body
weight activated flash marketing
messages; a driverless 3D-printed
interactive Q&A minibus branded
‘Olli’; a cognitive dress embellished
with 150 LED-connected fabric
flowers which glowed in different
colours when detecting a positive
or negative comment in response to
tweets received from the audience;
and, last but not least, a chat room
area, where attendees could converse
with Watson in natural language on
various topics.
The success of this trade show
supported by AI features are in
the results, where of the 20,000
visitors invited to attend the annual
conference, 85% (i.e. 17,000)
converted into attendees of which
90% visited the trade show (40%
above target). The show generated
15,000 leads and contributed to 37%
increase in sponsorship.
WOW is a solid case-study of
where digital innovation can not only
enhance the customer experience but
increase the revenue potential for
both exhibitors and organisers.
To read more about the World-of-
Watson and other digital innovations
that should inspire all tradeshow
professionals, contact MBB-Consulting
Group to receive a copy of the
comprehensive White Paper:
[email protected]
w w w.exhibitionworld.co.uk
Issue 1 2019
61