Leveraging Touch Screen Technology to Convert Booth Visitors
In the trade show world, where there are hundreds of thousands of people milling about, the challenge is getting people to stop and listen to what you have to say, and then convert them into a qualified lead. Evolution of trade show strategies has been witnessed and one of the most important developments in recent years is the use of touch screen technology. In this article, we take a look at the psychology of trade show attendees, and how Padzilla touch screen kiosks can turn casual observers into qualified prospects.
Understanding the Psychology of Trade Show Attendees
Trade show attendees come in all shapes and sizes, with widely varying levels of interest and intent. Some are just browsing, while others are really looking for solutions to a particular problem. Designing effective engagement strategies requires identifying the psychological drivers behind their behavior.
According to research, attendees will interact with the booths that offer interactive experience. The Center for Exhibition Industry Research (CEIR) did a study and found that interactive exhibits create 70% attendee engagement. That’s because interactivity appeals to the human need to touch and feel, and the need for immediate feedback.
Padzilla touch screen kiosks are an opportunity to provide this. These kiosks allow visitors to explore products, watch demos, and interact with content in a self directed way, creating an immersive experience that grabs attention and encourages engagement.
Crafting Compelling Interactive Experiences
The secret to turning passerby visitors into prospects is to create engaging, relevant experiences. Here are some strategies for creating such experiences using touch screen technology:
Personalization
Any marketing strategy has a powerful tool like personalization. Touch screen kiosks can be programmed to provide personalized content based upon user input or given demographics. For example, a visitor may be prompted to choose their industry or a particular area of interest, and the content shown on the kiosk will be accordingly customized.
A leading software company used a case study to prove that personalized interactions resulted in 30% more qualified leads than generic presentations . This way not only improves user experience, but also makes sure that visitors get only the information they are looking for.
Gamification
Gamification is the use of game elements in a non game context to increase engagement. Interactive quizzes, challenges and even virtual reality (or augmented reality) experiences can be programmed into touch screen kiosks that make the interaction fun and rewarding.
For instance, at a recent tech trade show, a company used a touch screen kiosk to run a trivia game about their product. To thank participants who completed the game, they were given a discount code and entered into a drawing for a free product. It not only got a lot of people to show up, but also produced a lot of leads.
Real-Time Feedback
Another important component of effective interactive experiences is real time feedback. Touch screen kiosks can respond immediately to user input, for example, through live chat functionality, instant surveys or dynamic content updates.
The Journal of Marketing published a study that shows real time feedback not only increases user satisfaction but also prompts users to engage more. Real time feedback mechanisms can be integrated to value visitors and engage them during their interaction.
Data-Driven Tactics for Maximizing Conversions
While creating engaging experiences is crucial, it is equally important to have a data-driven approach to maximize conversions. Here are some tactics that leverage data to optimize the effectiveness of touch screen kiosks:
Lead Capture Mechanisms
Lead capturing is an effective way to convert engaged visitors into qualified prospects. With seamless lead capture features like email sign ups, contact form submissions, and even QR code scans, touch screen kiosks may be designed.
A marketing firm did a case study and found that lead capture forms inside interactive experiences boosted conversion rate 40% higher than traditional methods. With contact information so easy and convenient to provide, businesses can make sure they get those valuable leads.
Follow-Up Strategies
Finally, trade show follow up strategies are essential to nurturing the leads that are created from trade show interactions. Automated follow up emails or notifications can be sent, based on user interactions with touch screen kiosks.
Research indicates that following up within 24 hours of an event greatly increases the chances that leads will turn into customers. Businesses can integrate follow up mechanisms in their touch screen kiosks, so that they are always on top of potential customers’ minds.
Conclusion
With the current competitive trade show landscape, using touch screen technology is no longer a choice, it is a necessity. Using the psychology of attendees of trade shows and building compelling interactive experiences, businesses can convert casual observers to qualified prospects.
Touch screen kiosks such as those provided by Padzilla provide a powerful tool to engage visitors and move them through the sales funnel through personalization, gamification, and real time feedback. Data driven tactics like analytics integration, lead capture mechanisms and follow up strategies can be used to integrate to maximize return on investment and lead generation by a great extent.
Touch screen technology is sure to become an even more important part of trade shows as they continue to evolve. Brands and marketing companies who want to generate more traffic to their event or trade show booth should be investing in this technology not just because it’s smart, but because it’s necessary to stay ahead of the game.
