The COVID-19 pandemic has canceled numerous commerce reveals and expos, making it tough for distributors to indicate their wares. For AT&T, although, it provided a capability to rethink the methods it could possibly show its many companies and choices. The disruption created a gap for the corporate to indicate the way it may help companies throughout all sectors in revolutionary methods.
The AT&T Hub is an all-in-one, digital expo for key choices in 9 sectors, together with sports activities and leisure. Every hub is designed to spotlight related use instances for the sector, and it really works as an immersive expertise. For sports activities and leisure, the Hub is about up as a related stadium. Because the consumer walks from outdoors the stadium all the way down to discipline degree, there are numerous options for shoppers to find, every part from a robotic barista to cell ATMs and related cybersecurity options. It’s a cornucopia of AT&T use instances and choices for the sports activities and leisure world—and it’s solely a small slice of the whole thing of options the corporate can ship on.
“The hope is that our clients end exploring the digital expo corridor with a imaginative and prescient of how AT&T Enterprise could be their trusted advisor, as they proceed their journey of digital transformation,” says Melanie Sullivan, Senior Channel Advertising and marketing Supervisor, Sports activities & Leisure at AT&T. “We’ve merchandise and options that may handle the wants of various industries, so it was essential for us to make these extra tangible for them, albeit digital.”
Whereas many conferences and expos have migrated to digital choices in the course of the pandemic, AT&T had the flexibility to set their variations in precise environments to indicate its use instances in a means that an analog presentation might by no means do. The retail expertise, for instance, is hosted in a grocery retailer. In healthcare, you’ll be able to observe the affected person’s journey from ambulance to hospital room.
This permits the corporate to ship details about its merchandise to clients whereas telling a compelling story. Within the sports activities realm, AT&T communicates in regards to the rising expertise behind the fan expertise, whereas showcasing back-of-the home cybersecurity and the most recent 5G capabilities for stadium operation staff. As an alternative of one-size-fits-all, the expertise could be individualized.
“In our Digital Briefing Heart, which is one other space inside The Hub, we’re in a position to present clients with extra curated experiences,” says Sullivan. “For these pre-scheduled briefings, we’re in a position to alter some components within the digital rooms to create a bespoke expertise for the purchasers we’re internet hosting.”
One of many perks of the hub is having the ability to showcase the whole thing of AT&T options. Due to the interactivity, AT&T can direct shoppers to applied sciences within the manufacturing discipline which will have an utility within the sports activities discipline, opening shoppers as much as new discoveries which may not have beforehand occurred.
Moreover, AT&T can highlight options that some clients might not be conscious of. For instance, as a result of AT&T is the mother or father of WarnerMedia, it could possibly function the Bleacher Report app, along with use instances that help the NBA on TNT.
“First is our 5G Courtside Cam, which not too long ago received a Fierce Innovation Award,” says Sullivan. “Now this isn’t a standard digital camera—this was a broadcast finished solely with a smartphone over our 5G community—an business first. Along with operations effectivity throughout the venue itself, we imagine there are numerous use instances going ahead that organizations will use, comparable to a number of angles and out-of-venue residence experiences.”
COVID-19 has modified how conferences and commerce reveals will function. Whereas they may ultimately return, the flexibility to supply a standalone, digital sales space can pay dividends for AT&T and its clients. The personalized expertise shall be extra available, particularly since most in-person conferences are yearly.
“My hope is two-fold,” says Sullivan. “One, that clients come away having realized one thing new about our experience, capabilities and scope of manufacturers below the AT&T household that they might not have recognized earlier than. Second, that they arrive away impressed with all of the methods AT&T can accomplice with them to assist resolve a enterprise want, execute a selected imaginative and prescient, fill an experience hole or simply get higher insights that may assist them make higher selections.”
