Expos and exhibitions have hit a golden phase when it comes to business partnerships, consumer connections, and advertising. It’s all thanks to free trade, аvаіlаblе flights to every corner of the globe, and more companies going international.
Using virtual reality glasses. Image credit: Unsplash, free license
With this boom, exhibitions have become fiercely competitive. There are more exhibitors than ever at every event, and you need something outstanding to grab visitors’ attention and hold it.
You have to leave a remarkable impression if you want people to remember you by the end of the whole exhibition.
So, the real question is: how do you stand out?
If you haven’t considered leveraging Virtual Reality (VR) in your trade shows and exhibitions yet, it’s time. Using VR is a super easy and cost-effective way for trade show exhibitors to get people excited about their products, projects, and services.
Learn how businesses use VR at trade shows to create a memorable experience for attendees. We’ll also share some real-world examples to inspire your imagination and help you to see what’s possible. So, read on.
Brand Storytelling
Behind every top product, there’s a great story. Smart businesses are using VR to share theirs at tradeshows and exhibitions.
Imagine showing up at an artisanal chocolate stand at a trade show. A person hands you their signature truffle and then asks if you want to check out where their cocoa beans came from.
You put on a VR headset, and you’re whisked away to a tropical rainforest where cacao trees flourish under the canopy. The result? An instant personal connection to the brand story, and therefore, more rapport with the company and products.
VR is a great way to forge a bond with a brand by dishing up their story in an immersive, hands-on way.
Generating Leads
VR tech is still out of reach for many. So, it’s a rare treat for people to have a go at VR at events. Many attendees are perfectly okay with sharing their email or a business card just for a crack at the tech.
You’ll often find queues forming for a VR experience, so keep a waiting list handy with fields for Name, Company, and Email, as it’s going to be a no-brainer way to generate a ton of great leads at the show.
Saving Space & Costs
Visitors tend to flock to the more extensive exhibition stands—the ones where they’re likely to get an eyeful of a range of products.
But not everyone can swing for the bigger space. The primary limitation? Your budget. The larger your stand, the more materials and design you’ll need, and the exhibition company will slap you with a hefty bill for it.
Using VR glasses in an exhibition. Image credit: Sophia Sideri via Unsplash, free license
Plus, there’s the logistical headache of hauling and setting up the whole shebang.
With VR, businesses can bring their whole product line to the show without all the hassle.
Assistance with Product Demonstrations
VR is a great way to showcase new products and services at trade shows. But when you’re using VR for demos, keep them short and sweet.
Attendees usually have a limited time to check out each exhibitor, so make sure your VR activities don’t drag on. Keep it snappy, and you’ll have them hooked without eating up too much of their time.
Innovative Applications of VR in Trade Shows
At trade shows, attendees expect many booths and similar products, but they won’t forget their VR experience anytime soon. Use VR to put your brand in the spotlight and make your booth the talk of the town.
If you are finding yourself short on ideas, take a look at these examples of businesses using VR at trade shows.
Exclusive Seating for All
One great way VR tech gets used is with synced VR 360 videos. All of the attendees can score “the best seat in the house” wherever they are.
Coach used this tech in a fashion show. The whole crowd got kitted out with VR headsets to watch the show from all angles.
Everyone felt like they were right up the front, getting different views for a great experience. There was even some behind-the-scenes action mixed in with the fashion show for a real VIP feel.
Conquer the Mountains
Can you imagine taking 140 participants to the snowy mountains up in Northern Italy to check out the new winter gear? No need to climb a peak for it. Everyone was virtually taken to a quaint little village in Italy.
Each person put on a VR headset, and with some wireless syncing, they all saw a 360 fashion show. The models and camera crew actually went up to the mountaintop to film the whole thing. The virtual cinema was a success, and Woolrich’s winter collection got loads of press coverage after that trade show.
A Virtual Tour to Exotic Locations
The tourism industry has been facing many challenges lately, especially for tour operators. They’ve been seeing their customer base shrinking all because of the internet. Why bother asking a tour operator for advice when you can just do a quick Google search?
However, VR technology at the German Travel Fair ITB is the main showstopper. Attendees can slap on a headset and be taken away on a virtual tour to all sorts of fancy places around the globe.
None of those boring flat pictures online—they could look around exotic spots, wander through deserts, or even take a dip in the ocean, all from the tour company’s exhibition stands.
And with the Oculus GO Kiosk mode, it’s super easy for users to pick from a bunch of videos. It makes for a great experience and takes the pressure off the sales reps, too.
A Virtual Drive
You don’t need to be a V8 supercar driver to feel the adrenaline rush of zooming around in a brand-new car. You don’t even need a license. Just slip on a VR headset and brace yourself for the ride of your life.
Honda rolled out the red carpet for over 1000 guests at a show in Thailand. They allowed them to tear around a racetrack in a Honda Civic.
Each participant used a Google Cardboard VR headset to make sure everyone could hit the track without any real-world risks.
Using VR glasses in engineering. Image credit: XR Expo via Unsplash, free license
In the video, a pro driver sends it around the track at a super high speed. They put the camera right in the driver’s seat instead of the passenger’s, so the experience is absolutely at the next level.
Plus, those Cardboard headsets double up as a great low-cost promotional giveaway.
Wrapping Up
No matter what you decide to do with your VR experience at a trade show, keep it short, like under a minute, to keep people interested. The longer the demo, the fewer people you can show it to, and the higher the chances someone will get a headache.
Work this tool into your overall marketing plan and use it in all your other channels.