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Hyper-Multi-Task


garyEver get the feeling lately that your senses are permanently set to hyper-multi-task? Relentless competition for our attention as consumers of information is everywhere: the never ending stream of news, entertainment, business, non-sense and up-to-the-minute event updates on FaceBook, Twitter and CNN. Itʼs increasingly difficult to appropriately prioritize oneʼs daily affairs. I see the choice being made on the road all the time – should I continue driving or should I risk everyoneʼs safety and ʻlikeʼ my sisterʼs friendʼs FB post on a wicked mac-n-cheese dish?

As a self proclaimed people watcher I was recently observing a family of five eating lunch. Obvious to me, but likely wrong, I concluded they were on an en-route break from a planned weekend vacation. Now, the first thing you might think of is ʻwow, great idea!ʼ, spend time with your loved ones and get away just like that flying bus of B.O. ad would have you hear it.  Catch-up, strengthen the family bond, share stories – fun right?  Wrong, each member of this crew, save one bambino, was hacking away at their mobile devices and completely ignoring each other. My guess? – Dadʼs checking the score, Momʼs working on e-mails so she doesnʼt lose a step at work, one kid looking at pintersomething and the other no doubt cyber bullying her FFBB cause she didnʼt LOL her JJKN.  My friends do this and it drives me nuts. My own family does this and it drives me nuts. I do this and it drives me nuts. Nuts!

What has happened to Face-to-Face communication?
At work, we all witness this new phenomena showing up in meetings, in break rooms or on the production line – people are just not present!

My first inference was that this is technologyʼs fault. Now angered, I pledged to do something – ‘think globally and act locally’ quickly came to mind. Change the world. Letʼs fix this bad mojo and just put the hate on hard in the direction of iPhones, smarter than me phones, computers, news feeds, Clouds (whatever that is, I still donʼt get it) this wide world of internets thing and ever-lasting e-battery lives.

Just as I finished tempra painting my last protest sign, it occurred to me the old propaganda message. “Technology doesnʼt disassociate people – people that abuse technology disassociate people.” Well, maybe it was about some other topic but it was as Dr. Pepper addicts will often share… a moment of clarity.

Since we are in the Trade Show Exhibiting theater many of us relate to the fact that controlling technology is becoming important. We must, as brand communicators, integrate technology in a way that fosters increased engagement. It is a stone cold fact that the upcoming work forceʼs familiarity with techno gadgetiszms and ability to super multi-task is real. This new race of peoplebots wants to communicate or experience on their terms and their skills to do so are well beyond the current and exiting population.  Joe six pack is now more likely to be Joe six gigs and heʼs just “checked in” at a nearby trade show convention. I am personally optimistic that our new generation of Trade Show attendees is managing and learning new communication etiquette picking and choosing what and when to experience things in that ʻCloudʼ and distinguishing when to be present. Face-to-Face comms isnʼt dead, itʼs just different. Trade Showʼs are still the most viable way to get a real bead on product relevance and your gut feeling on a dudeʼs ability to follow through.

inTouchAt Optima, we are embracing the integration of technology products now so that our wholesale partnerships will be prepared to offer new expanded exhibit solutions complete with new tools to help engage with attendees both today and the near and scary future. Offering technology-based engagement could be extremely complex – thatʼs where Optima can help. We can eliminate the chaos of working with independent sources by providing plug-and-play packages. Products like inTouch help exhibitors consolidate and organize all their messaging and content. The packages offered are simple to understand and the process for individualizing the content to your exhibit customer is completely figured out. The inTouch system collects mutually beneficial information from all your attendees and utilizing capabilities like e-mailing valuable forms, photos and literature directly from the show to the attendees inbox. It helps exhibitors work with their visiting customers/leads by accessing the information specific to the clients live needs and wants. Products like Optimaʼs inTouch multi-touch screen aids in communication that enhances the Face-to-Face experience, not replace it.

Attendees are familiar with technological engagement and embrace it. Confirmation is everywhere within current cultural trends. Requests to our customers for these type of products has increased exponentially over the last two years. At Optima, we are just getting started helping you answer the need – look to Optima to increasingly have your back on this stuff. We will continue to bring new and innovative offerings to our customers in an organized, exhibit-space relevant, hassle free package.

Itʼs so simple – letʼs not fight technology or abuse it – letʼs embrace it and together we can learn how to create exhibit environments that help facilitate the Face-to-Face engagement. Letʼs include tools like Optimaʼs inTouch table, wall, apps and iPad holders in our Exhibit Designs to help speak to the generation that is hitting our shows.  Our financial futures depend on it folks, cause Itʼs happening faster than we can upload that latest mac-n-cheese success photo while simultaneously signing your kids permission form to virtual iPad camp.
No worries – Optimaʼs here to help!

Thanks for reading!
Please comment below.

About the Author
Gary Camarato is the Vice President of Marketing & Creative Development at Optima Graphics and has been in the Trade Show industry since 1992.

Other posts by Gary

  1. May 31, 2013 at 1:12 pm

    Tempra paint. Tempura is batter dipped, deep fried Japanese food.

    Just sayin’

    • Gary Camarato
      May 31, 2013 at 1:37 pm

      Delicious media choice

  2. May 31, 2013 at 1:18 pm

    The nTouch video is very well done. It really demonstrates the how to integrate marketing, technology, and interpersonal communication at a trade show.

    • Gary Camarato
      June 14, 2013 at 10:39 am

      Thanks Mel!

  3. Gary Camarato
    May 31, 2013 at 3:40 pm

    melmwhite :

    The nTouch video is very well done. It really demonstrates the how to integrate marketing, technology, and interpersonal communication at a trade show.

    • Gary Camarato
      May 31, 2013 at 3:41 pm

      If anyone is interested in adding the inTouch or other technology products to their trade show exhibit offerings, don’t hesitate to contact your Optima Acct. Exec. Dave Brown, or Tim Toolen! We can help you!

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