If you have ever added a touch-screen, iPad, QR code or any technological “flavor of the month” to your exhibit or event without first knowing why, or what content you were going to play, you may be a red-neck.
But, all jokes aside, we have all been guilty of this at one point or another. Sometimes the desire to add something cool to your exhibit or event is so overwhelming that we lose sight of what we really want to say. The good news is that there’s a cure; the content!
I recently attended Red7Media’s Event Design Summit in New York to listen to, and interact with, some of the leading minds in the experiential marketing world. There were several hot topics and themes that surfaced during the event but, one that stood out to me was “Content over Technology”. What really stood out was that this message wasn’t just being flogged by the creative community alone. Technology providers and developers alike were also speaking heavily on the perils of spending more (time and money) on good technology than on good content. Even Bill Gates, someone who has made billions from selling technology, proclaimed that “Content is King” in his 2001 article of the same name.
Let’s face it, anyone can buy the latest gadget, but good creative is a tougher commodity to come by. So, what will set you apart from the pack and cut through the noise? Simply be true to your message. If you start with a great message that is on brand, followed by well developed content, the medium used to deliver that content can be as high or as low tech as you like…. but the experience will always be memorable!
Next time you catch yourslef, or anyone else, saying something like: “I really want to have technology X in my booth”, just use this simple filter and ask yourself “Why?” If you can’t immediately answer how this technology will contribute to your overall message or goals, chances are, that it probably won’t.