Cut Through The Tech Noise
Technology is ever more immersive. It’s ever more embedded. It’s imperceptible. The cleverness and the subtle success comes from choosing the right technology for different visitor needs and situations.
What do they really, really want?
Think about B2B markets. These days, and especially in the case of visitors from Asia, you’re more likely to be welcoming large groups to your booth. The question is, are they focused on a journey of discovery? Or, are they interested in reinforcing a relationship? Do you need to promote a theoretical business proposition? Or, do you need to immerse them in a suite of game-changer products?
Look up to Intel’s 10k giant screen
If you have a big entourage to share your story with - and deep pockets - nothing right now quite beats Intel’s 10k giant screen. It’s ultra-high definition. It’s simply awe-inspiring. It responds to hand gestures and levels the competition in high-def screen technology. Well, for now. Combined with a cool presenter it’s the high impact stage for any company story or product reveal to a larger group.
Sublime floats our boat
For small groups exploring a topic with a spatial dimension, there’s the Immersion Portal, by Sublime. This is a partial-dome the visitor can walk into. With a simple tablet, one member of the group can navigate a giant VR-world. Although, intended to be self-navigated, we think it might be more effective when the tour is facilitated by a member of staff.
See beyond with Microsoft HoloLens
If you have solutions which are productised, and assuming you can control access to the booth or part of the booth, a great self-drive solution is the new Microsoft HoloLens. These are mixedreality glasses. Too expensive to just give-away, they can be loaned to the visitor, who then wanders around a defined space with demos and exhibits. Unlike VR headsets, you can see the space and people around you, while activating a wealth of holographic and augmented reality content to bring demos to life. And all this is done with hand gestures. Great fun. It’s a more inclusive solution. Unlike VR, you’re still in the real world, but with massively augmented and easy to navigate VR content peppering the journey.
Near field communication, chips with everything?
If you want to truly augment an individual’s experience, near field communication chips are an increasingly viable means of distributing content to a visitor’s smartphone. Newer smartphones are enabled with the ability to grab cool content - often video based - to watch in real time or save for later. Cheap as chips, and easy to embed in almost anything. Allowing rich-content to be uploaded to the visitor by simply hovering their smartphone over an NFC icon.
Time to migrate to CEM
The key learning here is that we are migrating rapidly from an era of CxM, or Customer Experience Management, to CEM, Customer Engagement Management. We need to do more than offer guests an experience. We need to truly engage with them. But what new and innovative technology is out there to get you ahead?
Whilst the brand dimension hasn’t disappeared altogether, the new era demands a focus on personalised experiences that forge deep connections and relationships. In some cases, they will even draw people into a community, encouraging and enabling shared endeavor.
Christopher Joyce, Copywriter at Shelton Fleming, a creative agency that produces live events which transform how you see the wider-world, business and brands. We do this by designing intelligent, personalized experiences for global brands.
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