Seeing is believing
New research from the Consumer Electronics Association (CEA) in the United States underlines the importance of first-hand experience when promoting new technologies to consumers.
Its report on the slow uptake of 3D television in the US (75% of people surveyed said they had yet to watch any 3D content on a 3DTV) includes this insightful comment.
“Those who’ve experienced it first-hand have a greater appetite for it,” said Shawn DuBravac, chief economist and director of research for CEA.
This is a key principle behind many of the roadshow campaigns that EMS undertakes – campaigns that use mobile exhibition units to put products and services directly in front of consumers.
“Face-to-face marketing is extremely powerful for technology brands, because it allows consumers to experience the technology for themselves and to really understand the benefits,” said EMS CEO Keith Austin.
“The added benefit of using a mobile exhibition unit is that you can take the product directly to where the consumer is, rather than expecting them to come to you.”
A relevant campaign is EMS’ internal communications roadshow for Sky produced in partnership with agency Avvio. Ten thousand Sky employees attended the innovative roadshow, which gave them a first-hand experience of high-definition TV to help them better explain the benefits to customers.
“EMS helped us to create a truly immersive experience that allowed Sky people to feel for themselves the power of HD, first-hand,” said Shenan Morgan, from Avvio.