User group conferences have long been a staple in the business-to-business (B2B) world, serving as valuable platforms for knowledge exchange, networking, and showcasing innovative solutions. However, the landscape of these conferences is undergoing a transformation, driven by changing market dynamics, evolving attendee expectations, and emerging technologies. As a B2B marketer with extensive experience in producing corporate events and user groups, I have observed this shift firsthand.
Traditionally, exhibitors at user group conferences relied heavily on physical booth spaces and giveaways to attract and engage attendees. But in recent years, after a hiatus from the show floor, they’ve embraced a more interactive and immersive approach. In addition to tried-and-true giveaways like pens, water bottles, and other branded merch, show organizers and exhibitors are leveraging cutting-edge technologies, including augmented reality (AR), virtual reality (VR), dimensional and embellished print, and more. In this article, we’ll highlight how the recent Dscoop Edge St. Louis World Expo user group conference reimagined a decades-old solution to scratch the engagement itch.
Chris Hyde, Dscoop’s Marketing and Creative Director, acknowledged Dscoop as the largest digital print community in the world, with more than 16,000 HP Industrial digital press owners and their teams across more than 100 countries. More than 1,100 people in the Dscoop community experienced this year’s Edge St. Louis together. The total attendance number includes industry pros from about 300 print service providers in about 30 different countries. As with most user groups, the spirit of the Dscoop community is that members gain value not just through education and events, but also through each other—to openly share ideas, tactics, and challenges.
Scratch and Reveal Printing: Marketing Magic for a New Generation
“Scratch Off” applications, both virtual and physical, dominated Dscoop. It shouldn’t come as a surprise that the most engaged code was the Earvin “Magic” Johnson autographed original jerseys, with 773 unique users and 955 scans. But that’s just scratching the surface.
Customized scratch-off cards can be used in various ways—from revealing session schedules to offering discount codes for future events or products—to fully-immersive scratch-off maps. This element of surprise can enhance the overall attendee experience, driving increased engagement across every age group.
Since their conception, scratch-off cards have woven their own magic, creating suspense and surprise with a simple sweep of a coin. Originating from lottery tickets in the 1970s, this ingenious printing technology has evolved drastically over the past five decades, transforming from a unique marketing gimmick into an essential interactive tool for a myriad of industries.
Read in full: Scratching the Itch of Customer Engagement: Reimagining a Decades-Old Solution to Boost Event Experiences – written exclusively for WhatTheyThink*
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