Chicago, IL. Have you ever watched how people interact with touchscreens at a tradeshow booth? It’s actually kind of entertaining. They’ll circle around it. Then move a little closer (not too close). Then check to make sure they haven’t triggered any booth booby-traps like a booth representative coming over to give the sales pitch. If the coast is clear, they move a little closer, but usually end up walking away.
Of course, this is highly disappointing – especially when you’ve spent months developing some pretty killer content that’s waiting to come to life once the touchscreen is activated. But, what if the touchscreen knew when a visitor was there. Even welcomed them and invited them to come and interact.
We decided to conduct a little experiment and built a sensor that would do just that. We encased the sensor in a 3-D printed box, did some arduino programming and attached it to the touchscreen. When visitors got within certain proximity, the touchscreen would activate and invite them over or trigger a track loop that started at just the right time.
The results were kind of shocking. By simply prompting people and giving them “permission” to engage, they were much more likely to respond. The touchscreens got an entirely new level of play and unleashed the content that was otherwise trapped behind the screen. It’s a low-cost, high-impact way to create booth draw.
In addition to our touchscreen sensor, we’re also working with projection mapping and iBeacons to leverage the same proximity-based logic to earn engagement. For more on this trend, check out marketing trend #8 Local, Now More Local.