August 27, 2018
The technology industry is incredibly competitive, which is one reason why many tech companies have turned to experiential marketing to set themselves apart from other brands. Tech brands know they need to stand out from their competitors to win over customers and increase their bottom line. To reach these goals, many tech brands attempt to host the biggest or flashiest experiential marketing event to impress their guests. But, this is not necessarily the best approach for tech brands to take. In fact, recent surveys suggest that the best way to win over tech buyers at experiential marketing events is with informative content.
How Tech Buyers Use Content to Make Purchase Decisions
Research has shown that the average tech buyer references five types of content prior to making a purchase decision. This can include content such as e-books, webinars, infographics, newsletters, articles, blogs, and even podcasts. Based on these statistics, it is clear that tech buyers crave information about products they are thinking of purchasing.
How Tech Buyers Use Content At Experiential Marketing Events
Tech buyers that attend experiential marketing events are searching for–you guessed it–content in all forms. These buyers frequently attend trade shows, conferences, and small-sized industry events hoping there will be content that will help them learn more about tech brands and products. In fact, surveys reveal that 88% of technology shoppers listed content as the number one contributor to an overall good experience at an event. Technology shoppers ranked content as more important than connecting with their colleagues or peers, which shows just how important content is to these consumers. If your IT brand does not offer guests the content they crave, it could affect their overall experience.
How to Create Content For Technology Shoppers
Since content is so important to technology shoppers, brands need to take the time to create the right content for these consumers. Experts recommend that IT brands prepare three types of content for their next event. First, every IT brand should focus on creating white papers that contain detailed information on why they are at the event. What products are you showcasing? What are you there to talk about? What issues are important to you? These questions should be answered within the white papers. Make it clear within the white paper that you understand the IT buyer’s problems and challenges. Then, explain how your products will help these buyers solve their problems and overcome their challenges. No IT buyer wants to read a sales pitch, so avoid this style of writing.
Many brands are eager to talk about themselves, but technology shoppers also want to be presented with industry-specific content at the event. Use this as an opportunity to establish your brand as a leader within the industry. If you are the one telling technology shoppers about the latest trends, challenges, and developments within the industry, they will assume you are an expert in this field.
Technology shoppers are also interested in seeing videos that break down complex topics and provide a general overview of what’s new with the brand. Think of this video as a summary of the white paper, but make sure it is a condensed and easy-to-understand version.
Having the right types of content available for technology shoppers does not necessarily mean the event will be a success. These buyers are also particular about who is presenting the content to them at events. Over three-quarters of technology shoppers would prefer interacting with product managers, who tend to know the most about the brand’s product line. About half of these buyers are also interested in hearing from the brand’s customers through testimonials or case studies. Surprisingly, only 12% of technology shoppers are interested in talking to marketing professionals and 11% say they would be interested in talking to sales. Based on these results, it is clear that technology shoppers do not want a sales pitch. Instead, they want to speak to individuals who have a deep understanding of the products.
It’s important for brands to keep this information in mind when planning an event. The people who work your event must know the ins and outs of your product or they will not be able to provide technology shoppers with the information they need to make a purchase decision. If the brand representative cannot answer detailed questions, the IT buyer will walk away with an unfavorable view of your brand.
Create Content Before and After the Event
Technology shoppers are always searching for new content. Because of this, brands can benefit from distributing content to buyers both before and after the experiential marketing event as well. About 80% of technology shoppers said they are more likely to engage with a brand at an event if they have heard of or connected with the brand before. Brands have an opportunity to make this connection by distributing content to these buyers prior to the event. Get your brand’s name out there so technology shoppers are more interested in interacting with your brand at the event.
After the event is over, send the buyers you connected with a short summary of what happened. This is a great way to follow up with technology shoppers that seemed interested in your products at the event. Technology shoppers will respond well to this type of follow-up since it is not an obvious sales pitch, but rather an informative summary of the event.
Are you interested in hosting an experiential marketing event to promote your tech brand? Learn more about how to make your next experiential marketing event a success by talking to our team of experts. Contact Factory 360 today to learn how we can assist with the planning and implementation of your next event!