Introduction to Immersive Technologies
There’s little doubt that immersive technologies could be a fun addition to business events, and the Covid pandemic will certainly bring changes to show-floor experiences once exhibitions start happening again. However, removing an excessive amount of personal interaction from the show environment is just not useful; it defeats the aim of being in person.
Balancing Technology and Personal Touch
Balancing technology and the private touch at meetings and trade shows has develop into central to the work that John Kaplan does for clients who’re exhibitors or event hosts. The group creative director for digital marketing agency Centerline Digital points out that "ninety percent of the individuals who come to me and say ‘We really need to make use of virtual reality at our next show’ haven’t thought through the message they wish to communicate and the actual impression they wish to generate," he says, "They just see a flashy technology that captures people’s attention within the moment, and so they think it would make their brand appear to be it’s on the leading edge."
The Limitations of Virtual Reality
On the opposite hand, he finds that augmented reality is definitely the more practical tool for each exhibitors and event managers. When asked concerning the use of virtual reality in booths, Kaplan says, "Unless you’re employed for a corporation whose products are too large to bring to the trade-show floor, VR isn’t one of the best medium for the in-person experience. Many exhibitors make a call to make use of VR after which force-fit their content to the format, fairly than having something to speak or show that VR can really drive home." Additionally, the headset remains to be cumbersome to suit properly in only just a few seconds, and once it’s on, most individuals don’t know the user-experience motions to navigate, so you’ve to show them learn how to apply it to the spot.
The Benefits of Augmented Reality
Augmented reality, alternatively, can higher serve exhibitors. Kaplan explains, "With a lot technology in our each day lives—touch screens in every single place, a web-connected voice assistant in your property, even smart lighting—among the experiences that resonate most strongly lately have physical and tactile elements, even when technology is getting used. Combining physical and digital experiences can generate surprise and wonder inside a customized interaction, and that’s exactly what you’ll be able to do with AR." With AR, attendees encounter the physical product within the booth, but then view it through an AR app on a tool screen to see additional layers of knowledge.
Using AR in Booths
Using AR, people can interact with the product to drill down on the features that interest them, and the booth staff can provide perspective and answer questions. Even printed takeaway materials can have AR elements embedded in them to jazz them up with supplemental information, plus a QR code that sends attendees to a landing page for a product demo they’ll watch at their convenience. Exhibitors could supply their very own tablets or other devices so booth visitors don’t must download a dedicated AR app to their device at that moment.
AR in Event Apps
A show organizer providing AR functionality throughout the event app can be useful. Kaplan explains, "AR firms do make it easy to place that functionality into an event app by offering organizers a software development kit, after which the host can deepen attendees’ on-site experience in ways in which transcend the show booths." For instance, you’ll be able to enhance signage to deliver way more information. When attendees have a look at an indication through their phones, it might develop into an animated banner with additional details or options, akin to putting that session in your event schedule with one tap.
Revenue Opportunities
There are also revenue opportunities for event organizers who use AR. Kaplan notes, "Besides the attendee advantages that come from using AR as they go across the show, there could be financial advantages for the event host. The entire AR function could be sponsored by one or two firms and their logos can appear within the corner of the screen, or specific areas and signage across the event space could be sponsored in order that a logo appears when attendees glance through their screens. Enhanced photo opportunities are possible too, because snapping a photograph captures the AR elements on the screen at that moment."
Conclusion
In conclusion, while virtual reality could be a fun addition to business events, it is not all the time one of the best selection for exhibitors. Augmented reality, alternatively, can provide a more practical and fascinating experience for attendees. By combining physical and digital experiences, AR can generate surprise and wonder inside a customized interaction. Whether utilized in booths or event apps, AR can provide a singular and interactive experience for attendees, and even offer revenue opportunities for event organizers. As the events industry continues to evolve, it’s likely that we’ll see increasingly use of AR and other immersive technologies to boost the show-floor experience.
