The ubiquity of technology in our lives has given us the ability to easily communicate with targeted audiences, generate business leads more efficiently and define our brands in unique ways. As a platform, trade shows offer us the chance to connect with key decision makers. Technology makes exhibiting your brand at an industry show more effective by giving you finely tuned control of your message.

Your message, focused

Your brand has likely defined buyer personas that you regularly target with your marketing campaigns. Before each exhibition, try to get a sense of who will attend the show. If you want to target business-minded executives at a B2B conference, a single-user, interactive tablet demo that illustrates return on investment (ROI) may be a good choice. On the other hand, if you want to appeal to consumers at an electronic sports show, for instance, a competitive, multi-user demo may be a better fit.

Just as your message should target a specific subgroup within your larger audience, your tech should address show-specific needs. For example, assuming your goal is to boost sales, geofencing and digital coupon technology may be more pertinent than an artificial intelligence (AI) assistant.

Your brand, defined

Do you want attendees to view your brand as helpful? Consider adding a device charging station to your exhibit. Does your business disrupt industry trends? Show off your products and services in a virtual reality demonstration.

These are just two ways that the latest tech trends can help define your brand in a crowded marketplace. Take the first example: Word of your charging station will quickly spread to attendees who need to top up their devices. Taking photos and checking social media can really drain a battery!

These technology trends have the power to boost recognition of your brand, generate leads and enhance engagement with a targeted audience.