Three Things Nobody Tells Exhibitors About AR/VR Technology
For the past few years, augmented reality and virtual reality have been a very hot topic in the trade show industry, and the new technology often makes it a “must have” in blog posts, articles, videos, and conference sessions.
There’s no denying the powerful capabilities these technologies possess. Virtual reality allows you to transport your client to a new location, so they can see exactly what you want them to see. Imagine transporting a prospect “inside” a large building’s HVAC unit, so they can see how sludge and rust build up over time. Then, they can watch as your team cleans and renovates it, so it looks like new and won’t need to be replaced for another 20 years.
Augmented reality allows us to “see” all kinds of options and changes in real life. One of my clients sells a very large motor with nine different options for mounting the conduit boxes, so it can be configured to fit any space. Using an AR display, clients could see all nine mounting options for themselves, walking around the motor to see exactly what it would look like.
The actual implementation of these technologies requires a lot of thought and planning. Here are three things most exhibitors don’t realize until after they get to the show:
1 AR/VR technology will not stop aisle traffic.
The dangerous myth that attracts exhibitors to these technologies is that people will want to come to the booth and engage with the device because it’s new and exciting. Unfortunately, the VR device is about the size of a pair of ski goggles, and exhibitors often display it on a small podium.
Which means nobody notices it while they walk by your booth. The device is too small to grab their attention, so attendees don’t even know it’s there. Exhibitors are frustrated knowing that they invested the time and money to create the VR demo and buy the VR equipment, and it doesn’t get used.
Some exhibitors have overcome this by putting a large flat screen monitor next to the VR device, so other people can see what the VR user is seeing. While this does stop more people, it’s like watching someone else play a video game, so it doesn’t hold attention for long (more on this later).
AR has an even bigger challenge. Since attendees can use their own device to view the demonstration, exhibitors simply put a sign indicating that the AR technology is available and how to use it. That never stops people. A client tried to overcome this by putting an iPad on stand next to their AR display, but an iPad on a stand didn’t grab anyone’s attention, so people just walked by.
We overcame this by integrating the AR technology into the booth presentation. Once we stopped a crowd and focused their attention on the booth, we explained that the AR product was available and people could use it to see how the conduit boxes could be mounted to the motor. Because they had a genuine interest in the mounting options, interested prospects went over to use the demo.
2) The Hidden Danger of Creating One-Person Experiences
As an entertainer, one of the most important things I learned was to pay attention to how many people can experience my magic at a time. A trick may create a powerful impression on one person, but at a corporate event, I’m hired to entertain 200 people or more. It’s impractical to do that one trick 200 times in two hours, so it’s better to choose material that engages and amazed a large crowd.
The same rule applies on the trade show floor. Only one person can use a VR device at a time, which leaves everyone else at your booth waiting, and nobody likes to wait in line. That’s a huge problem because people who are not engaged in what is happening at the booth leave. Until the predicted trend that everyone’s device would have a VR capability (and a “face mounting” adapter) develops, this it a difficult limitation to overcome.
AR has a similar problem - only a few people can watch the screen on a phone or even a large iPad.
Again, some exhibitors have added large video screens that broadcast what the AR/VR users see, but this raises the question - “if I can effectively broadcast my message on a large video screen, why do I need the AR/VR technology at all?”
3) Does VR/AR Create Connection?
For the time being, VR/AR will continue to create a memorable experience for the people who actually do get to use them. It’s fun stuff, but if this technology does go mainstream and everyone has a device with them all the time, the fascination with the device will quickly wear off.
There’s an expectation that the device will simply sit in the booth, the user will approach it and put it on, and then be guided through the demo while they use the device. Experience shows that people who will put on the device, have the experience, and immediately leave the booth. There’s nothing that connects the visitor to the company representatives, nothing that invites them to ask questions about how they can implement the product in their life, and nothing that compels them to leave their contact information for a follow up call.
To ensure your investment actually generates more leads and opportunities to follow up with prospects, the VR/AR experience will need to include a salesperson or guide who not only shows the booth visitor how to use the device, but also directs them to look at things that communicate the exhibitor’s marketing message. Prospects need to be told what to look for: “see how the gaskets are wearing out, and pressure is escaping from the cylinder? That’s how Sealant X helps to keep the gasket fresh, so your engine doesn’t lose power over time.” That conversation can then lead to an exchange of contact information and the prospect agreeing to the next step in a marketing funnel.
Conclusion
There’s tremendous value in AR/VR technology because it allows the trade show exhibitor to clearly communicate their business message by transporting the prospect to a virtual world, where they can see both the cause of their problems and exactly how your product solves those problems.
These technologies are best used as a “second step” in your Trade Show Funnel. Once your booth attraction has stopped a crowd, focused attention on your booth, and explained the big advantage your company offers, he can invite them to enter your booth and use your VR/AR technology to learn more.
Mike Duseberg is a trade show marketing expert who is fascinated by effective and efficient methods of starting new sales conversations at trade shows. He can be contacted through his website at www.TradeShowFunnel.com
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