Ever worked a trade show where something didn’t go as planned? Even if everything else was perfect, everyone was probably buzzing about the thing that broke.
And that presentation you put together…. Were your genius insights overshadowed when the embedded video froze your PC as soon as you clicked on it?
What’s most painful about these experiences is that you were there, hoping to impress, and instead you came across as if you couldn’t even make the simplest bits of technology work.
It’s happened to all of us. Because it’s always too tempting to dismiss the first rule of using technology in public…
If there’s a chance it’s going to break, or that you might mess it up, just don’t use it.
Facing the Music
So, what about retail displays? They’re often loaded with tech – lighting, video screens, audio, things that open, close or move, and so on. But when you’re not there in person, you don’t need to face the music when something isn’t working. Unlike that trade show floor, or conference room.
But your brand faces that music. Every. Single. Day.
Every customer that walks by your display, and sees the broken dangler, blank video screen, dead audio button, busted product, or rapidly deteriorating materials, just lost a little respect for your brand. Which means your retail display did precisely the opposite of what you needed it to do.
We understand technology and retail are inseparable. But we also know you need to evaluate every element of your retail build as though you will be standing right there – every single day – smiling at every customer who walks by for months. Think about that the next time you need to build a new in-store activation, and consider bringing in a partner who knows what works and what doesn’t. It could mean the difference between an engaging brand experience and a very public fail.