At trade-shows, creating a good first impression is crucial. From the design and structure of your stand to the sales presentation, every little detail has a role in alluring potential customers or helping you build business connections.
However, many trade-show participants still face difficulties when approaching attendees. The usual sales pitch can be a bit overwhelming and interfering. More often than not, it deviates people instead of fuelling their interest in your booth. There is no one perfect way to engage attendees, so why stick to just one – the sale pitch?
Through new interactive technology, you can reduce or completely discard the need for that repetitive sales presentation. By allowing those people who would prefer to approach you when they have further queries, learning about your business in the most convenient way for them, you can expand your scope of approachability.
Augmented Reality for a rich user experience
The new advertising trend for using Augmented Reality has proven itself as a powerful marketing tool. Allowing for brands to connect on a deeper, more immersive level with their target audiences.
Using this technology, individuals have access to digital information about particular products or services. But the interactive media sets itself apart by allowing the user to merge engagement across the physical and digital spaces.
Still new and unfamiliar to most people, it attracts the attention of visitors. This in turn creates the perfect opportunity for your sales team to engage with customers and promote the product or company.
An example in practice is when GfK introduced augmented reality technology onto their exhibition stand design in 2013. Visitors could scan the company’s logo and see GfK’s showreel on their smartphones or tablet devices.
Interactive screens for a low cost option with high impact
Customers have grown accustomed to interactive features in their daily lives, depending more and more on their portable devices. So when it comes to searching or buying new products, they expect some level of independence and freedom.
You can display vital information in a simple and versatile manner. Making use of eye-catching graphics, images or videos.
It will also improve your exhibition stand’s efficiency because unlike a direct, personal approach, interactive displays can work nonstop, move at the user’s speed and are available at their convenience.
Some examples of this technology in use include: Just Eat’s screen engagement at Takeaway Expo 2014. A very simple interactive display that would let customers see the available product catalogue, take an interactive survey and discover more about the company.
QR codes for durable and reliable brochures
Much like barcodes, QR codes allow users to “scan” certain items or images via their phones. They have become a popular mobile marketing method and you could profit from including them in your exhibition stand.
QR codes offer fast and reliable links to your site, app or online material, thereby increasing your website traffic and/or social media followers.
Whereas printed brochures or business cards are usually thrown out or lost by the end of the event, QR codes are immediately saved on the mobile’s memory and online history. Which means customers can access these details at a later date, saving the information in an instant.
Zagzig at TFMA 2014 had bar codes printed on their displays, providing a faster route to their online app, encouraging interaction and highlighting their app to new and old consumers.
While it may seem tempting to incorporate all of these technologies on your exhibition stand, it is wiser to choose those best suited to your company’s product and ultimate goals. The mechanisms have to make sense on the display, improving certain aspects and characteristics of your marketing plan.
Also, do not rely solely on the latest technology to manage your exhibition stand. A strong sales team is still a major asset to gather new customers and effectively transmit your company’s. Many trade-show goers may not be familiar with certain devices and will end up being confused and unimpressed with your booth.
Contact our team today to discuss interactive technologies in exhibition stand design.