Objectives:

• Educate clients about new technologies that can enhance exhibit and event effectiveness.
• Spark new ideas and creative thinking in terms of new ways to communicate in exhibit and event environments.
• Inspire attendees to envision how these technologies could be applied to their own programs.

Strategy:

• Create a private event where clients could experience new technologies firsthand and discuss how they might be applied to their specific program.

Solution:

• Transform the Czarnowski Atlanta facility into a technology showcase that immerses visitors in emerging technologies.
• Design displays that illustrate how these technologies can help corporate marketers to connect with audiences and communicate messages. Displays included: RFID, Product X-Ray, Ground FX, Watchout Technology, and a wide variety of LED technologies.
• Provide tour guides who were intimate with the details of each visitor’s program to facilitate discussion specific to how the various technologies were applicable to that client’s program.
• Create a group presentation that educates visitors about the various technologies and provides examples of how they can be applied in trade show and event environments.

Results:

• Corporate EVENT Magazine ran a feature article on the event, available here.
• 97% of attendees reported that the event was a good use of their time.
• 96% of attendees reported being inspired with new ideas by attending.
• 79% of attendees are seriously considering integrating one or more technologies experienced at What07 into a project—just four months after the event. This is 5% over goal nine months early.
• 57% of attendees have already integrated one or more technologies experienced at What07 into a project—just four months after the event.  This is 14% over goal nine months early.