Wednesday May 9, 2018 10:28
Exhibition stands have come a long way in recent years. One dimension, product displays are no longer enough, successful stands are not about exhibiting but experience and not just about product but about brand. In a row of booths how do you stand out, draw people in and make them remember? An experience that involves them.
Below are our seven picks of the hottest trends in the event and exhibition space for the year ahead.
We are magpies. We love anything shiny and new and technology is one key way to deliver this. Given how intrinsic technology is to our day-to-day lives there is a general expectation that technology will form part of your exhibition whether that is in the form of touch screens, projections, digital vouchers, QR codes, exclusive digital content or the most popular executions currently, virtual and augmented reality.
Both virtual and augmented reality are story telling based, immersive experiences that literally make people stop and stare and line up! Typically, augmented reality is being used to share educational content and for enhanced product and demonstration. While virtual reality requires additional hardware, with augmented reality you only need your mobile phone. And with over 3.8 million mobile phones with internet connections in NZ, we are ready and waiting and starting to expect these kinds of interactions.
Another way technology is being integrated into exhibitions spaces is to collect attendee data which provides intelligence, efficiencies and makes it easier to use and interpret post event.
Consumers are becoming increasingly conscious of what they consume. Many of us actively seek out greener options, looking for recycled components, ethical sourcing, a green story, energy saving fixtures. Excess is out, efficient and eco are in.
Word of mouth and brand/product advocacy is a desired outcome for any event or exhibition – extending your reach beyond those that attended to those that heard of your efforts first hand from an attendee. But if you can marry this with social media advocacy and user-generated content the results are even more far-reaching and compelling. Where you may personally tell six people of your experience, 200 people could see your post on Instagram.
To this end, designing a stand with an instagramable feature or moment in mind, means you are purposely aiming to cut through on social media and to stand out. Photo opportunities are a must to get the best bang for buck.
Separate event lines are blurring, conferences, events, live, online, learning and networking no longer separate but multi-faceted. In addition to this the “in-attendance” component and virtual component have become extremely important in driving greater reach and adding value. Expect your exhibition events and trade shows to deliver in more ways than one.
In our increasingly busy lives we are all look for ways to save time. Shopping online lets us quickly and effectively do our research and comparisons, explore our options and make the purchase efficiently and with relatively little effort. So, when we make it in store or to your stand at an exhibition the environment needs to deliver something that could not simply be got on line – it needs to deliver an experience. And it needs to not only be an experience of your products and services but also of the essence of your brand and what makes you different.
An experience is defined as “an event or an occurrence which leaves an impression on someone”. The easiest way to make an impression? Ensuring that there is a hand’s-on component that means your attendees aren’t just observers but participants in your brand.
Exhibitions and events are not immune to the global wellness trend that shows no signs of slowing. Consideration for your customers and staff’s wellness is now expected in execution – from food and beverage, giveaways and execution. Health, safety, better choices are important.
While we are wowed by technology we also still seek human connection. In fact, for many, this is a reason to attend exhibition or events, they want to see and talk to someone rather than read or research in isolation. So, welcome the chance to interact and staff your stand accordingly. Ensure everyone on stand is a brand advocate and can share the story and the passion of what you do, as well as accurately answering key questions.
Genuine conversations with happy and engaging people have a lasting impact. Remember your staff are the human part of your brand, the face and the feeling, invest in them to ensure you are represented appropriately.
Textiles Alive is a premium dye-sublimation textile production house in New Zealand. As a trade-only fabric printer we guarantee a collaborative approach in the delivery of textile-centric solutions to market. Privately owned, the business was established in 1980 and has been at the forefront of the fabric printing local market. We have a relentless focus on innovation, ensuring that we lead the industry in best practice, world-class delivery and personalised customer service.
