Las Vegas, NV- The Dell Technologies World Conference was originally focused completely on storage, but these days this conference has broadened slightly to include many more aspects of the IT landscape.
On the show floor, booths are hard pressed to compare to the massive engagement expenditure put out by the conference itself. From caricature artists, to rescue dog petting stations, to a giant e-sports arena, its enough to make a Events Marketing Manager just give up.
And did I mention the non-stop food, coffee and booze? Its tough to even recognize the Sands Expo floor with this conference’s black ceiling and uplighting- dare I say… theatrical? Theatrical or not, in this edition of my ongoing series of post-show tactical analyses, I offer up a brief overview of the some of engagement techniques I observed at Dell Tech World 2019. I hope you can use this info to increase booth effectiveness while saving money and time wasted on unsuccessful tactics.
Hardware
On the show floor at this show, booth space is dominated by hardware manufacturers. Here a rack, there a rack, everywhere a rack-rack… Most of these booths seemed to have an engagement strategy of simply rolling out their racks of technology then letting attendees wander in and ‘kick the tires’ without assertive engagement. I assume this is due to the long sales cycle for these products, making it more of a challenge to show exhibit ROI, so they’re going for the non-measured ‘brand awareness’ objective. In situations like these, I wonder if booth space is the best use of live event marketing money. Perhaps either some booth staff training, or spending more on logo presence throughout the show and foregoing the somewhat underused space may be a better spend.
Rating: D
Booth Theater Presentations
A few booths at this show utilized the crowd gatherer/presenter model of engagement to good effect. Attendees seemed willing to sit through a presentation in order to be eligible for a raffle at the end. Although the “qualified-prospect” to the “I-just-want-the-prize-attendee” ratio can be dubious in these situations, its better than an empty booth, and can certainly drive demos. The challenge could come on the backend, when marketing forwards sales hundreds of scans with no qualification notes. Possible solution? Quicker, flashier on-going presentations with no scan required including a hard call-to-action to the demo stations, where attendees are qualified, scanned and provided a use case-specific demo.
Rating: B
Spin to Win
I saw multiple versions of the classic ‘spin to win’ wheel engagement concept on the floor at Dell World, and each one had massive lives down the expo floor aisles. Each had chances to win products like game systems, high tech backpacks, bluetooth mice, speakers and headphones. All good, expensive stuff, so no wonder attendees were lining up. I like the honesty here- this tactic doesn’t even pretend to be connected to the booth messaging, which is fine (but not terribly creative)! It works, as long as booth staff is trained to engage and qualify everyone in the line so sales knows what they’re getting on the back end.
Rating: B-
The somewhat standard booth engagement offerings at Dell Technologies World offer a big opportunity for exhibitors willing to take a chance on a game show or character concept next year. Also, booth staff training could help less engaging hardware-focused booths increase their show ROI.
Until next time, best of luck planning your next event marketing initiative. We’ll see you on the show floor!
