Augmented reality. Virtual reality. 3D printing. Oh my!
With new technology concepts and tactics surfacing at a rapid pace, it can be easy to get swept up in the newest, coolest tools.
But GPJ Growth & Development Director, Andy Hill, warns that marketers and event planners need to be mindful when choosing a tactic for an event.
“You need to be purposeful and objective,” Andy explains, “The tactics you use need to make sense for the business you’re representing. Don’t just use it because it’s cool.”
With recent trends shifting the event experience from traditional tradeshow gimmicks to more interactive engagements, it can be difficult to find the perfect balance between eye-popping, “shiny” tactics and informative, effective options.
“Don’t use technology for technology sake. Whatever you choose needs to ultimately appeal to the end-user and be informative and memorable. Clients are always looking to stand out from the crowd, but now it’s more about purposeful design and interactive engagements.”
To ensure GPJ is deliberate when recommending strategic tactics for their clients, Andy and his team rely heavily on research, reporting and reach.
“We do a lot of research. At GPJ, we have world-class strategists that provide us with informative audits and reports that help us stay relevant. And large-industry shows like CES and SXSW help educate us about new ideas and trends. But most importantly, we have so many different GPJ clients in different industries around the globe, we have a vast network that helps us stay on top of what’s in, what’s hot and what’s effective.”
But there’s another element to this process.
“Experience,” Andy shares, “Honestly, we learn the most from actually executing our events. We get first-hand knowledge of what works and what doesn’t.”
To learn more about Andy’s process for researching and implementing new and purposeful activations, connect with him on LinkedIn here.