When it comes to exhibition stand design, the single biggest focus should always be on customer engagement. While it is true that the stand needs to look attractive in order to entice visitors in, it also needs to provide them with meaningful ways to engage with your brand and leave them with a memorable experience to look back on.
There are numerous ways to promote visitor engagement through exhibition marketing, but many businesses enjoy their greatest success after introducing digital elements to their displays.
Digital technology can be used to generate attention, showcase products, communicate brand values and both educate and entertain customers, making it a powerful engagement tool.
From simple steps like placing educational video content on screens around the exhibition area, right through to the use of things like motion-sensing technology, the scope for digital elements in exhibition marketing is almost endless.
Touch screens and tablet devices can provide an interactive way for visitors to find out about your business, while 3D displays can make sure your ideas pop out-literally!
At the top end of the scale, augmented reality technology can be used to great effect. The ability to digitally place customers in a different location or situation has enormous potential for brands and gives visitors the chance to imagine themselves wearing a certain item of clothing, driving a certain car, or carrying a certain accessory.
Combining these digital technologies with social media platforms also allows visitors to share their experiences with family and friends, generating additional exposure. So whether you are using virtual reality technology to allow customers to see themselves owning your product, or you are showing them an informative video which outlines what your business is all about, make sure they can share the content easily on Facebook and Twitter.
In terms of actually implementing digital technology into your exhibition, there are three main things to avoid:
- Digital technology which has no real purpose or benefit.
- Digital technology which does not work in the space you have.
- Digital technology which replaces personal engagement completely.
Visitors don’t want to see digital technology just for the sake of it, so you need to consider whether the technology you want to use has a practical application and actually enhances a customer’s experience. Similarly, if technology is used, it should be an integral part of an exhibition, rather than an optional extra carelessly thrown in.
At the same time, technology has to function effectively within the exhibition area. It is no use having screens if the view is blocked by other exhibition services, and while you may have thought of an excellent way to utilise motion-sensing technology, it will be pointless if your setup doesn’t provide people with the necessary room to manoeuvre.
Moreover, it is vital that your digital inclusions do not completely replace personal interaction. Technology can be of great value, but trade show exhibitions must promote human interaction.
Clearly, digital technology can do wonders for your exhibition, but at the same time, you need to avoid becoming completely reliant on it. It is important to remember that technology can go wrong and if that happens, you need to be prepared and still have an exhibition that is worth visiting.
In many cases, security should also be a major consideration. This may include having security measures on devices, so that visitors can’t access files you don’t want them to see, but may also involve having a system in place so that visitors can’t steal or accidentally walk off with your technology.
Finally, when using digital components, you need to make sure someone is always on hand to assist customers. After all, not everybody who visits your exhibition will be familiar with how to use a tablet or a touch screen, much less a motion-sensing controller or virtual reality headset.