With new technologies being launched at a rapid rate, there are hundreds of different ideas to execute within your exhibition stand. New ideas are always good for engaging with new customers and delegates. Think of them like a conversation opener.
But do you always stop and think why you are using a particular technology? Is it because it’s new and it looks impressive? All technology takes time and money to implement, so it’s important to install it for the right reasons.
If you are incorporating new technology into your exhibition stand, take a step back to look at how it will help you achieve your business objectives?
Will it demonstrate your product in a more accurate way? Will it make capturing visitors’ data quicker and more accurately?
Technology is changing exhibition stand design for the better because there are more opportunities for us all to demonstrate our product and connect with new customers.
Technology is there to make all our lives easier and to open new opportunities. But if you cannot measure very simply how it improves your sales leads or website hits, for example, it is not the best use of your time.
I think the next five years will see a massive change in how we integrate technology into our exhibition stands and how we use them to increase sales.
We recently used augmented reality to generate leads for our client Nederman. The technology was perfect to illustrate their complex product proposition but it wouldn’t work for everyone. I think it stands out by a mile when a technology is shoehorned into an exhibition stand design and this will have a negative impact on visitors too.
Louise Walters is the CEO of Priority Exhibitions, a full service exhibition stand designer, manufacturer and installer.