Visitors to conferences and exhibitions are often met with information overload, with sometimes hundreds of businesses and exhibitors falling over each other to capture their attention. But could immersive installations be an emerging tool to help more stands, maybe even your stand, stand out from the crowd and make engagement more interactive, more memorable and more fun for visitors.
Immersive activations or installations offer people a new version of reality for a brief moment, using unique and innovative technology to move them, and create a sense of being physically present in a digital world. They can include anything from augmented reality experiences, to interactive touch screens, to projection mapping.
Let’s explore why these elements can have such a positive impact at conferences and exhibitions, other than the ‘what’s that over there’ factor, and what to consider if you’re in the process of designing something immersive yourself.
Engaging the Senses
Immersive technologies give us an opportunity to engage multiple senses at the same time, creating moving and memorable moments in time. This could look like a tactile interaction, where users touch or hold a physical controller or mechanism. (see example below) Visual brilliance and mesmerising content and colours delivered through visual technologies like projection or ultra-high resolution LED. Auditory stimulation with 5.1 surround sound or spatial audio techniques. We can even use smell and scent to add another level and layer to the experience being felt by attendees.
Encouraging Interaction
Immersive elements are and should be instinctively interactive, so people can’t help but get involved. It’s using technology to create a truly effective ice-breaker. Encouraging attendees to touch, move, explore and listen not only creates a more engaged attendee but also creates a deeper connection between them and your brand. It allows them to become an active participant, who is stimulated, excited and open, rather than a passive observer.
Extending Awareness
Immersive installations are a fantastic way to create, build and grow awareness around your conference stand. When attendees see something unexpected, innovative, or just plain cool, they’re likely to run towards it and more importantly share their experience with others, both in person and via social media. This extended sharing network and word-of-mouth marketing can significantly increase the visibility and awareness of your stand.
Implementing Immersive Installations
It’s really easy to see the amazing benefits of immersive installations, the next step is figuring out how to implement and integrated them effectively into your conference space. Here are a few tips to consider:
Know Your Audience
Understanding your audience is key to creating an engaging, and most importantly relevant, immersive installation. Think about what would interest them, what kind of experiences they would enjoy, and what would make them remember your stand. This can guide your choice of technology and design for the installation.
Be Clear on Your Key Messages
Be clear on what information or messaging you want your visitors to remember about your brand or offering. The immersive experience can move people and create a response but there can be ways to weave in some of your key messaging and let that be one of the things that people take away with them.
Use Technology Wisely
While technology is a crucial part of immersive installations, it shouldn’t always take centre stage, and it’s important to use it wisely. Don’t just include flashy tech for the sake of it. Instead, think about how it can enhance and deliver a powerful experience for the attendee.
Prioritize Quality
Finally, quality should be your top priority when creating an immersive installation. This doesn’t just mean using high-quality technology, but also ensuring that the design and execution of the installation are top-notch. After all, a poorly-executed installation can do more harm than good.
Conclusion
A multisensory, immersive installation can have a significant positive impact on your conference stand. Engaging the senses, encouraging interaction, and extending your awareness, and could be the difference in making your conference a success.
- Immersive technologies can engage multiple senses at the same time, creating moving and memorable moments for your attendees.
- Interactivity not only creates a more engaged attendee but also creates a deeper connection between them and your brand.
- The extended sharing network and word-of-mouth marketing, generated by immersive elements, can significantly increase the visibility and awareness of your stand.
Continue the conversation around immersive elements at your next conference with one of the immersive experts at Crucial FX, simply contact us here.
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