Big with bling or interactive and immersive?

WARWICK, U.K. - Oct. 3, 2016 - PRLog -- Focus on what attracts visitors to exhibition stands is the message from Exhibit Interactive (EI) this autumn as it encourages trade show exhibitors to rethink their approach to the 2017 events calendar and take a look at immersive technology.

The company is pushing its message out as the season for developing stand designs, marketing messaging and product propositions for launch at next year's major trade shows swings into gear. However, EI expects to see venues up and down the country once again awash with larger than life single-use stands, piles of printed literature and hoards of sales reps standing around discreetly checking their phones, all of which achieves very little return on investment.

According to EI, what we should be seeing are reusable, modular stands which use immersive technologies such as virtual reality, augmented reality, touch screens, touch tables - technology which brings products, brochures and scenarios to life. This is what visitors want to see and EI has the research to prove it.

At the Chartered Institute of Housing (CIH) 2016 exhibition, EI asked delegates what the most important factor was in encouraging them to visit an exhibition stand – they said:

·       New products – 37%

·       Networking opportunities – 30%

·       New technology – 28%

·       Stand design structure – 5%

·       Graphic messages – 0%

Stand design structure and graphic messages, two of the areas that companies spend thousands of pounds pouring over in the run up to an exhibition registered at a measly 5% and 0%. New products, networking opportunities and new technology on the other hand, scored roughly a third of the opinions cast each.

Joe Ashton, director at EI, said: "It always amazes me when people say their stand is creating a buzz. Visitors might look at it and say it looks great, but where are they placing their business? What have they gained by visiting your stand? Have they had the opportunity to immerse themselves in your products, or understand what your brand is about and how it's relevant to them? Or have they just been wowed by the stand design and walked off with some free sweets?

"Focussing your attention on having the right technology on your stand to showcase your products will gain far more in ROI then spending thousands on a stand which looks pretty. I know this is a leap of faith for many companies who feel it's more appropriate to have the biggest stand at the show, but listen to the research – if you want to achieve ROI, less bling and more tech really is the way forward."

Exhibit Interactive is already practising what it's preaching with big name clients opting for a more cost effective, sustainable approach to trade shows. Using modular display systems which can be used time and again, coupled with the latest in augmented reality and virtual reality software, Exhibit Interactive is helping its clients deliver what customers are actually looking for.

Ashton continued: "Saint Gobain is a world leader in design, production and distribution of construction materials and innovative solutions. We built a modular stand for them to use at CIH 2016 and they'll go on to use it at future trade shows and at their own proprietary events. This will enable them to concentrate on immersing visitors in their brand and develop new business opportunities."

For further information on Exhibit Interactive and to find out how it's shaking up the traditional exhibition model, visit www.exhibitinteractive.co.uk