Digital interactions at trade fair stands: The future of visitor engagement

In the dynamic world of trade fairs and exhibitions, digital technologies offer exciting opportunities to actively involve visitors and bring brands to life in an innovative way. Digital interactions at the exhibition stand not only create a unique experience, but also increase the attention and dwell time of visitors. Below we look at some of the most effective approaches:

1. Mini-games on touch steles and LED screens

Minigames play a central role in creating captivating trade fair experiences. They appeal to the playful interest of visitors and encourage them to engage more intensively with the trade fair stand. By skilfully integrating brand content or direct product experiences, they can also convey important messages without being intrusive. A game of skill, for example, can put the company's latest product centre stage and playfully explain its benefits to visitors. Various types of interactive games can be offered on large-format touch steles or LED screens. These can be made even more dynamic using external hand and foot controllers and ensure that visitors are actively involved with a long-distance effect.

• Examples:  Product-specific games of skill in which participants actively interact with a product, or quiz games that test knowledge and encourage a competitive spirit through attractive rewards.
• Marketing advantage: Minigames not only offer an entertaining experience, but also generate valuable leads when visitors leave their contact details to take part in competitions or leaderboards. In addition, communicating the brand message in a playful way increases the likelihood that visitors will remember the company in the long term.
• Effekt: Gamification increases attention, ensures that visitors spend more time at the stand and encourages interaction in a relaxed, informal atmosphere. It increases interaction and is remembered for a long time.

You can find an example of successful  corporate mini-games from our customers here or in the  specific blog post by our expert Carina from Metapilots

Integration on media display

Centralised integration on LED screen

2. Virtual exhibition stands as a digital twin

A virtual trade fair stand designed as a digital twin or virtual showroom offers visitors the opportunity to explore the trade fair experience digitally.

• Visitors can navigate through the stand, view products in 3D and call up additional information on touchstones.
• VR glasses make the experience more immersive - potential customers can dive deep into the virtual world and experience product demonstrations up close.
• Advantage: After the trade fair, the virtual stand can be made available online to increase reach. Platforms such as virtual event platforms, company websites or social networks are ideal for continuing the digital experience.
  
  

You can find more information about virtual showrooms here

3. Connection of digital content with QR codes

The following modules are available to the event manager in the ExpoCloud event management resource solution:

QR codes are easy to generate and versatile. Visitors can scan QR codes on products or information boards to:

• Call up detailed information on products,
• sign up for the newsletter,
• take part in competitions.

Marketing tip: QR codes can also be inserted into print media such as brochures to continue the customer's digital journey beyond the trade fair.

4. AR integrations on AR glasses and smartphones

• Augmented reality (AR) opens up fascinating opportunities for interaction:

  • AR glasses: Visitors can view digital overlays, e.g. technical details of machines or a step-by-step demonstration.
  • Smartphones: Products can be ‘brought to life’ with the help of graphic tags - special markers that serve as AR triggers.
  • Potential: AR features are memorable and are an effective tool for making complex content understandable.

6. Product simulations

Product simulations offer trade fair visitors the opportunity to experience products interactively without the need for physical samples. With the help of virtual reality (VR), augmented reality (AR) or interactive displays, complex products or services can be presented realistically.

• VR simulations: Especially for products that require explanation or large-scale products, such as machines or systems, VR glasses enable an immersive demonstration of how they work.
• Interactive displays: Touchscreens can be used to visualise different product variants and functions, combine components or make individual configurations.
• AR apps: Visitors can use smartphones or tablets to project products in their real environment and thus obtain true-to-scale impressions.

Advantage: Product simulations make it possible to visualise complex properties and unique selling points of a product. They increase understanding and promote the purchase decision through a tangible, interactive experience

7. Possible marketing applications beyond the trade fair

Digital solutions also offer numerous marketing opportunities beyond the trade fair:

• Content reuse: The digital content (mini-games, VR experiences, virtual trade fair stands) can be embedded on the company website, in social media campaigns or newsletters.
• Lead generation: competitions and QR code campaigns provide valuable leads that can be targeted later.
• Long-term customer loyalty: Virtual trade fairs and online tours allow contacts to be maintained even after the trade fair. In addition, such tours can be used specifically for inbound marketing by directing interested parties to the website and providing valuable content.
  
  

Conclusion: A new era of trade fair experiences

Digital interactions at trade fair stands offer enormous potential to take the trade fair experience to the next level. They promote customer loyalty, create new opportunities for knowledge transfer and offer companies a sustainable way of communicating their brand message.