Companies exhibiting at major trade shows are often faced with the challenge to find the right balance between new products, solutions and their core business.
Announcements are often lost in the press and media tsunami that starts prior to and continues during the show.The key to success is to combine internal innovation with disruptive engagement strategies and leverage the latest and greatest technologies. You have to create curiosity and surprise while still stay true to your brand. Technology is playing a very important role in brand marketing at events, where competition for visitors’ attention is fierce.
Some companies have successfully included the following technologies in their engagement strategy at major events:
- LED Displays:
Both panels and monitors can solve the “room fatigue” and integrate the content and design in your event environment.
They can be used for practical purposes (such as filming, deliveries and brand positioning) as well as an attraction or as part of the event’s entertaining programme. Drones choreographed by a special software can dance above your audience in complete unison, leaving them completely awed, wondering how it was achieved. That’s when technology becomes magic and when an event becomes an experience.
- Facial recognition, tracking and mapping:
The growing acceptance of e-commerce and high adoption of consumer electronics among end-users is expected to increase the adoption of facial recognition systems for recognising customers, determining their age and gender, and predicting their buying behaviour. Based on these factors exhibiting companies could learn from attendees and adapt to their needs and feelings.
- Virtual reality:
In addition to the 360 or 3D360 videos within a headset, tools such as Oculus, HoloLens and MagicLeap bring the virtual world to life. Content dissemination through Virtual Reality becomes a new way to connect emotionally with your target audience. As gears become increasingly portable, immersive 360 degree experiences can enhance your brand experience.
- Gesture technology:
The 5 most common uses of gesture recognition technology are now observed in game control, floor effects, wall effects, navigation, reverse content, and virtual reality. Gesture technology replaces traditional presentations and keeps transitions smooth and seamless, which retains attention and encourages interaction.
Technology is the enabler – it is the customer relationship and the customer experience that matter the most. Creating immersive experiences that will empower the audience is how the exhibition industry will remain relevant and continue to grow.
For more information, download the full white paper report here.
For more inspiration and ideas, read our clients success stories here.
Contact us here to find out how we can help you engage and activate your audiences.