Augmented reality: Bringing your trade show booth to life
Are you looking for some new ways to bring your ideas to life at your next trade show? Augmented reality (AR) may be just the thing you’re looking for. AR uses computer-generated sensory input, such as sound, video, graphics or GPS data to provide viewers with a virtual, live view of a physical, real-world environment. More simply put, it replaces the real world with a simulated one, in turn allowing viewers to interact and digitally manipulate this augmented reality. How does this apply to trade shows? A recent survey of trade show participants revealed that exhibits using AR are perceived as having a 33 percent greater value than those using more traditional means of exhibiting. Plus, consumers are more likely to buy when they are able to interact with a product via AR—in fact, the likelihood of a purchase increases 135 percent.Needless to say, AR is rapidly changing the way in which vendors are displaying at trade shows. It is being used to bring graphics to life and give users control over how they interact with your booth and/or your products and services. Are you ready to jump on board the AR train? If so, here are a few ideas on how you can integrate it at your next trade show:

  • Give life to your graphics: You can use AR to bring life to anything from a flat, printed brochure to your entire booth—walls, table and all. There are a wide variety of platforms available to integrate AR into your display. Aurasma®, for instance, offers a free app that allows visitors to use their smartphone or tablet to give life to images, objects or places. Marxent Labs creates custom and customizable apps using the expertise of a developer to defy reality. Encourage visitors to demo your AR display—reward participants with a logo’d Magic Mobile Stand or waterproof tablet case. Or, enter participants in a prize drawing for a charging station or portable power bar.
  • Give life to your products: There is never enough time (or space) to exhibit all you have to offer. AR, on the other hand, can be a great way to show trade show attendees everything. The company Augment® offers a “Business Catalog” feature that allows companies to upload and visualize their entire catalog of products in AR objects. Features like this can help clients see how your product fits into their lifestyle or business model.
  • Give life to your endorsements: Augment can also create an app that uses AR technology to give life to any person or fictional character by adding a 3D element—say to an absentee celebrity endorser or company mascot. Photograph trade show visitors with these AR personalities and send them on their way with a pic in a logo’d photo folder to remember you by.

AR provides an experience unlike most others. It allows exhibitors to provide content that customers can interact with—how and when they want to. Also, it can provide a level of engagement and value unmatched by more traditional means of exhibiting. For more information on AR, check out our Blue Papers® archive.

“Augmented Reality.” Mashable. Mashable.com. N.p., n.d. Web. Retrieved 13 Nov. 2013..

Apolinski, Lisa. “Augmented Reality – Time to Get on Board.” TSNN Trade Show News. N.p., 13 Oct. 2013. Web. Retrieved 13 Nov. 2013.

Apolinski, Lisa. “How Augmented Reality Will Change the Trade Show Game.” TSNN Trade Show News. N.p., 30 July 2012.. Web. Retrieved 13 Nov. 2013.

“About Us – Aurasma.” Aurasma.com. N.p., n.d. Web. Retrieved 13 Nov. 2013.

“Defy Reality™.” Marxent Labs. Marxentlabs.com N.p., n.d. Web. Retieved 13 Nov. 2013.

Savage, Justine. “3 ways to use augmented reality at trade shows.” Nimlok.com. N.p., 20 May 2013. Web. Retrieved 13 Nov. 2013.

Dillet, Romain. “Augment Makes Augmented Reality Useful For Salespeople With Its New ‘Business Catalog’.” TechCrunch. N.p., 30 Aug. 2013 Web. Retrieved 13 Nov. 2013.

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