The world of trade fairs and events is becoming more and more competitive, the success of a trade fair stand no longer depends only on its location or good decoration. Trade fair visitors are looking for something more, they are looking for an experience. The companies that stand out with their trade fair stand are those that anticipate the future, adopting trends that go beyond the traditional in order to connect with their audience.
It is crucial that you know the trends that are redefining the industry, so in this article we give you four keys to make your next trade show booth stand out.
Moving from the ‘exhibition stand’ to the ‘experience stand’ at trade fairs
The future of exhibition stands is moving away from a simple product display to an immersive interaction centre. The key to making a stand interactive lies in experience marketing.
There are two main options that you can apply to your exhibition stand to make it more interactive: augmented reality or AR, virtual reality or VR and the application of multi-sensory content.
- What is Augmented Reality (AR) and Virtual Reality (VR) applied to a trade fair stand?
The exhibition stands of the future will allow visitors to interact with products virtually, either through screens or VR goggles. Can you imagine a customer testing a high-end vehicle on a virtual circuit from your stand? The experience becomes a magnet for the public.
- What is multi-sensory content in a stand?
One of the main objectives for brands is to create a lasting memory for visitors using not only sight and sound, but also touch and smell. The combination of audiovisual elements with tactile surfaces and personalised aromas makes the trade fair stand unforgettable.
Technology as a driver of interaction on your trade fair stand
Technology is no longer an accessory that makes your stand stand stand out from the competition at trade fairs, but has become an indispensable requirement if you want to have an efficient presence.
However, you need to know how to apply this technology to your trade fair stand in a natural way. In this case, we propose two technology trends that are becoming more and more common at trade fairs and events. Find the one that best suits your brand and stand.
The first of these is gamification – who wouldn’t be attracted by a game? Integrating games and quizzes into your trade fair stand displays not only increases visitor dwell time, but also allows you to collect contact data in a playful and effective way.
Another option that is gaining more and more importance is the incorporation of interactive screens and videomapping.
Videomapping, also known as projection mapping, is an audiovisual technique that consists of projecting moving images or animations onto real surfaces and three-dimensional objects. Unlike a conventional projection on a flat screen, videomapping uses the shape and volumes of the surface (such as the facade of a building, a car or the interior of a stand) to create dynamic and spectacular optical illusions.
The magic of this technique lies in the fact that the projected images are precisely adapted to the geometry of the object, making it appear as if the object itself comes to life, changes shape, deforms or is completely transformed.
Videomapping on objects and large-format touch screens turn information into a means of personal exploration. Visitors to the trade fair can browse through a catalogue or view product demos autonomously while interacting with the stand.
Sustainability and eco-design
Sustainability is also in the spotlight when it comes to trade fairs and events. It is a trend that is increasingly valued by companies and visitors alike, as it is a reflection of a commitment to the environment.
In terms of sustainability applied to trade fair stands, the use of reusable materials and LED lighting stand out.
One option for implementing the use of reusable materials at trade fairs is modular stands and those made from recycled materials. Not only are they more sustainable, but they can also be reused in future events, reducing costs and waste.
LED lighting is an energy efficient alternative that has become a standard. It is more efficient and offers greater versatility to create stunning environments without high energy costs.
Real-time data personalisation and analysis
In addition to business cards, on-trend trade fair stands integrate applications and digital forms into their design that allow visitors to be segmented and to know what information interested them most, which automatically qualifies leads.
Another measurement tool that is increasingly in demand in exhibition stand construction are sensors and cameras, discrete options that analyse which areas of the stand are most visited and how long people stay in each area. This information is crucial to optimise the design and strategy of future events.
In conclusion: The trade fair stand of the future is already here and it looks like this
The exhibition stands that will succeed are not the biggest, but the smartest and most connected. Investing in technology, expertise and sustainability is no longer a luxury or an option, but has become a necessity for your stand to be competent. By embracing these trends, you will not only be attracting more visitors, but you will also be building a brand that projects into the future.