Have you heard of Augmented Reality? It is a new interface that has been witnessed used at Trade Shows by huge Exhibitors like Google and will change the face of Trade Shows as we know it. The idea of Augmented Reality is to take graphics and auditory and sensory environments and bring them into the real world through the implementation of smart phones and tablets that carry downloaded software to manipulate images captured through their lens.
Sounds complicated? Let me simplify it for you. Augmented reality is best used on apps for smart phones and tablets. You design an image and when it is looked at through the perspective of a smart phone or a tablet it comes into view as a 3d image. The technology is old but it is giving new life to trade show displays.
With the naked eye your logo looks like it usually does on paper, but through the lens of a smart phone or a tablet it becomes something new entirely. It could be as simple as a different color, a coupon code or something on a larger scale like a movie or a 3d display. This will depend on your budget.
But big players like Google don’t have to be the only exhibitors privy to such high-tech displays. You can too! The process can be a little overwhelming but with the proper approach it can be something that will likely set you apart and literally blow away trade show attendees. So how is it done?
First, you build your own graphics so that a flat image comes to life when a phone hovers over it while using the correct app. But where do you get the app?! There are a few ones out there and industry professionals predict a merge between them in the future so rather than all of them offering different versions of augmented reality so you can have one fixed app that will allow you to pick and choose what you want to happen.
When choosing the app keep your budget in mind. Think about what you want your graphic to do and if spending the money on this will cut into some other big feature you want to include at your show.
After you have settled on what you want your image to do, make sure it captures attention. Make the person want to play along. If your message is simply ‘fill out this form’ you are not going to have much success.
So you need to figure out what your goal is with the augmented reality and how to make it a fun and fresh experience for attendees. How can you incorporate this specific change into your event? Do you want the augmented reality to lead them to another section of your booth? Do you want to collect contact data? Ask these questions.
Finally, see if you can incorporate this into your next trade show. Augmented reality is a new frontier and the most memorable exhibits at any trade show are going to be the ones willing to try something new and engaging!
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Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.
