Trade shows are an effective way for businesses to showcase their products and services to potential customers. However, with so many trade shows taking place each year, it can be challenging for companies to stand out from the competition and attract visitors. One solution is to incorporate augmented reality (AR) into tradeshow marketing strategies.
What is Augmented Reality?
Augmented reality is a technology that enhances the real-world environment with computer-generated images, videos, and other information. AR allows users to interact with virtual objects in their physical surroundings, creating an immersive experience. In tradeshow marketing, AR can be used to enhance product demonstrations, provide interactive experiences for visitors, and create a memorable experience that sets a company apart from the competition.
Case Studies
1. BMW’s Virtual Showroom
BMW launched an AR campaign at the 2017 Frankfurt Motor Show that allowed visitors to explore its new models in a virtual showroom. Visitors could use their smartphones or tablets to scan the floor of the exhibit and see a holographic version of the car projected on the ground. They could then interact with the virtual car, changing its color, adding accessories, and even taking it for a spin.
The virtual showroom was a huge success, attracting over 100,000 visitors to the BMW stand during the trade show. The AR experience not only allowed BMW to showcase its products in an innovative way but also created a memorable experience for visitors that they could share on social media and with friends and family.
2. IKEA’s Room Planner
IKEA launched an AR app called “Place” that allows users to visualize how furniture would look in their homes before buying it. The app uses the camera on a user’s smartphone or tablet to scan the room and then overlays 3D models of IKEA products onto the real-world environment. Users can move and rotate the virtual furniture, change its color, and see how it would look in different lighting conditions.
The Place app has been incredibly successful for IKEA, with over 100 million downloads since its launch in 2017. The AR experience not only allows users to visualize how furniture would look in their homes but also creates a sense of personalization and exclusivity that sets IKEA apart from its competitors.
How to Use Augmented Reality in Tradeshow Marketing
1. Product Demonstrations
AR can be used to enhance product demonstrations at trade shows, allowing visitors to see and interact with products in a more immersive way. For example, an AR app could be developed that allows visitors to see how a piece of machinery works by overlaying virtual parts onto the real-world machine. This would allow visitors to better understand how the machine works and how it could benefit their business.
2. Interactive Experiences
AR can also be used to create interactive experiences for visitors at trade shows. For example, an AR game could be developed that allows visitors to solve puzzles or complete challenges related to a company’s products or services. This would not only make the tradeshow more engaging but also create a sense of competition and excitement among visitors.
3. Product Customization
AR can be used to allow visitors to customize products on-the-spot at trade shows. For example, an AR app could be developed that allows visitors to choose different colors, materials, and finishes for a piece of furniture or product. This would not only make the tradeshow more personalized but also create a sense of exclusivity and ownership among visitors.