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Stand Out From the Crowd

Enhancing brand visibility and maximising audience engagement in ICT trade show design. Trade shows by nature are formulaic; the venue is often a large open-plan rectilinear space and the booth sizes are set parameters. It’s important now more than ever for brands to stand out from their competitors, especially when they are also in the […]

By Frances Hulme

Enhancing brand visibility and maximising audience engagement in ICT trade show design.

Trade shows by nature are formulaic; the venue is often a large open-plan rectilinear space and the booth sizes are set parameters. It’s important now more than ever for brands to stand out from their competitors, especially when they are also in the same exhibition space, in new, engaging and personal ways. Knowing who your audience is, is key to refining your message and how it will be manifested in your stand design, as well as setting measurable objectives.

Tradeshow ICT

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Technology-enhanced experiences

Technology is developing at a rapid rate and is a highly effective tool for brand storytelling. It should be integrated into the overall experience rather than a distraction or a bolt on (read our case study here). Key trends we are seeing is the play between live and digital engagement. Audiences are hungry for the latest experiences that technology has to offer, and if they can get their hands on it before anyone else the better – they want industry firsts. With Microsoft’s Mixed Reality headsets, augmented reality and virtual reality are blended, and with reduced rig setup this tech works well for stands. EEG headsets are less intrusive and allow users to control drones and AI through thought signals. You can always use original technology but the trick is to find new concepts and contexts to apply it in.

VR experiences MCI Group

Adoption of Retail Design

Big brands are utilising the power of retail experience to enhance engagement in their stand design. By creating a brand world with thought given to how people will flow through their stand space, brands are enticing their audiences to engage whilst standing out from their competitors. Applying the psychology of retail-designed spaces means that there are less barriers at the entrance of the stand; look at rethinking what may act as an obstruction that detracts from engagement.

Stand display can be visually impactful through fully branded surfaces, whether static or with HD LEDs or, if the budget allows, kinetic display.

World Mobile Congress trade show

Importance of Personal Experience

3-D projection mapping also adds immersive elements to your stand. With creative visuals that are constantly changing, your booth will be more dynamic and likely to increase footfall and attendee engagement.

Gamification of brand experience is also another powerful engagement tool. This is where game-design thinking is applied to non-game contexts; it could be an immersive simulation that a customer interacts with or completes challenges against other attendees or AI. It feeds into customers’ competitiveness and need to share socially whilst gain a more in-depth understanding of your brand. When an experience is personalised, a customer is more likely to become a brand champion and you, as a brand, are more likely to achieve your business objectives through live and online engagement.

Gamification

Stand for Good

Audiences engage with brands who actively contribute to communities and social good. Your CSR credentials and objectives can be incorporated to your brand storytelling. If you are utilising 3-D printing for instance, the plastic used by the printer could be sourced from the recycled plastic consumed at the tradeshow. Your stand design could utilise recycled materials – there are numerous creative ways to communicate your commitment for social causes.

Social good

For ICT trade shows it is all about new technology and the digitisation of communication platforms. Combining face-to-face interactions and virtual exchanges that have a personalised impact, is the place to be for today and tomorrow’s industry leaders. With our knowledge and expertise, we are helping brands harness engagement and business objectives through design-led thinking and technology.