For a top marketing agency, trade shows are essential events to attend to learn all the tricks of the trade. It is usually a one time a year event where all the major industry players convene to learn about new products, network and promote their brands. It brings back old notions of experiential event marketing, but in 2020, brands are adding a digital twist. Now more than ever, companies are pairing their physical trade show presence with huge digital thumbprints, from hyper-targeted ads to Micro-Moments.
National Retail Federation (NRF) and their annual Big Show is a great example of how to do a trade show right. NRF’s Big Show is the largest retail conference and expo event, gathering over 40,000 attendees and 18,000 retailers from over 99 countries under one roof. Big Show capitalizes on Micro-Moments both before and during the show. By analyzing these tactics, we can learn how important Micro-Moments are for users and how to properly utilize them.
So what is a Micro-Moment? A Micro-Moment is an intent rich moment when an attendee uses their device to act on a need, including to know, to go, and to buy. The brilliance behind micro-moment marketing is that in the world today, consumers are bombarded by content everywhere they turn. Inc.com says the industry has reached a point of “content shock” where consumers are oversaturated and cannot consume any more content than they already are. Consumers spend an average of 4.7 hours each day on their smartphones, continually distracted and overstimulated. This only escalates the challenges marketers face to achieve consumers’ attention.
To combat the new challenges encountered with fragmented media interactions, top digital marketers have adopted a new mentality. This new philosophy zeroes in on distinct moments in the consumer buying process. The I-want-to-know moment, the I-want-to-buy moment and even the I-want-to-go moments.
Before the Show, NRF was strategic in focusing on the Micro-Moments of their target audiences’ “I-want-to-know” and “I-want-to-buy” moments through the use of various paid media tactics. Through the use of paid social, NRF increased brand awareness and utilized the “I-want-to-know” moment of users. Before driving users to register for the event, it’s crucial to make them aware of the brand, educating them about the event, as well as driving upper funnel traffic down the line. Paid display is where lower funnel traffic acts upon the “I-want-to-buy” moment. Paid display not only helps to generate qualified leads but also drives registrants.
During the Show, the various speakers and topics expanded upon Micro-Moments as well. A huge focus of sessions was on how to drive better experiences, better content and better strategy for consumers. There are various innovative technologies and solutions companies can utilize, as seen in the Innovation Lab and Startup Zone, that can help improve the user experience for customers in every stage of their individual Micro-Moments. Opening speaker, Satya Nadella, CEO of Microsoft, expanded upon this during his keynote session on the first day of the show. Nadella focused on how companies need to focus on the future of the retail industry, upcoming trends and how to utilize technology to transform how companies operate, are marketed and relate to consumers. By doing so, these Micro-Moments for users will be more memorable and excite consumers to change from “I-want-to-know” to “I-want-to-buy.” To see the full list of speakers, visit the NRF Speakers Page and check out the NRF Big Show 2020 recap for a full list of articles, videos, session presentations and more.
A key takeaway from NRF’s Big Show 2020 was the importance of personalizing and concentrating the customer experience in the digital era. Staying true to the NRF Vision, the National Retail Federation has acted as the eyes and ears of the retail industry. For over 100 years they have brought together important leaders from top retail companies and are the only organization committed to bringing critical foresight and insight to leaders, movers and makers.
Leading by example is an understatement, as the organization itself has been ahead of the curve in their paid media tactics and lead generation strategy. To learn more about the NRF media strategy, check out their Bluetext Hall of Fame.