Futuristic Technologies Trending at Trade Shows: What You Can Do to Attract Attention to Your BoothFuturistic Technologies Trending at Trade Shows: What You Can Do to Attract Attention to Your Booth
Tom Zerega, Founder and CEO of Magnetic 3D, discusses innovative technologies for trade show exhibitors, highlighting holographic displays, augmented reality, beacon technology, and strategic booth designs as effective alternatives to traditional gimmicks for creating high-impact experiences that attract attendee attention.
The International Association of Exhibitions & Events (IAEE), released the latest edition of its landmark The Art of the Show textbook in March of this year, updating what works and what does not. The updated text from IAEE suggests that rather than relying on gimmicks and giveaways, and “tired bowls of stale candy,” all of which the report calls “junk,” the focus should instead be on creating high-impact––even with smaller booth space.
Here's quick look at what trade show experts suggest.
The number one proven recommendation from Pure Exhibits to attract visitors to your trade show booth is to use Holographic Displays. These displays are now available as glasses-free screens that immediately capture attention and offer truly immersive experiences. Picture futuristic 3D floating images that project out of the screen. They appear magical to attendees passing by, stopping them in their tracks. These displays are particularly good for product demos and provide a more vivid and dynamic way of presenting information, taking the pressure off booth staff to explain product detail, which can clearly be seen in 3D. The best part, no goggles, no apps, just plug-and-play. A 3D TV can be plugged in as easily as a 2D monitor but delivers 10-20 times the impact. The best part is that it extends your story beyond the walls of your booth.
Exhibit Options’s top suggestion is Augmented Reality (AR) Enhancements, which can be leveraged to allow attendees to visualize how products can fit into their own environments. This technology is particularly beneficial for displaying products that are either too large or too complex to bring to the trade show floor. AR can offer attendees a tangible, interactive understanding of what’s being offered. This can be done simply by inviting attendees to use their smartphones to scan a QR code that unlocks a creator portal without reliance on hardware and can be combined with glasses-free 3D solutions for inclusivity.
The number one suggestion of the recently disbanded publication, MeetingsNet, is to use Beacon Technology. IAEE used beacons at its Expo! In 2016 and it became important to let exhibitors know it produces leads, while attendees got peer-to-peer networking and navigational help if they allowed themselves to be tracked. It is important to have Wi-Fi bandwidth on the show floor to be able to support this idea.
Freeman says it’s all about Booth Design and Graphics. You’ve got five seconds to grab attention as attendees walk the hall, so booth design and graphics need to draw attention to your brand. Create ‘dazzling” digital displays that can also be accessed on smartphones, so attendees can take your messaging with them. Consider creating several “looks” so while the information may stay the same, the booth look can be updated and changed over the course of the show to keep your message fresh and interesting.
The IAEE report suggests that presenting unique experiences and fun activities is a great draw if it delivers a memorable message. For instance, an AR experience can also be gamified by turning your booth space and surrounding exhibit hall into a treasure hunt that can include holograms of your product and features, interactive maps, and/or informational pop-ups. Or consider creating an event within the event, which can include product demonstrations or mini seminars based on your most frequently asked questions. Some exhibitors have even converted their entire booth into a “tunnel” using flexible LED screens that invite attendees to walk through their product experience.
The best attention-getter by far is incorporating futuristic technology that elevates your presence at the show and creates cutting-edge appeal. Cultivating this perception makes your organization appear more innovative simply by using the latest visual tools, automatically making your booth stand out at crowded trade shows where everyone is competing for attention.
