Opinno is no stranger to the exhibition industry. In May of 2019, Opinno’s innovative consultants and strategists spoke at the world’s leading event dedicated to digital transformation, Madrid’s Digital Enterprise Show. In July, Opinno will partner with IPADE Business School and the MIT Technology Review to host the second addition of EmTech Digital Latin America in Mexico City.
Opinno is a part of the evolving exhibition industry, as our consultants lead the conversation on digital transformation at trade shows and our team of strategists and designers host transformative events around the globe. Opinno has witnessed firsthand how the exhibition industry is digitizing and exploiting creativity to make for a unique experience for attendees, speakers, exhibitors and exhibition companies.
Trends in the Exhibition Industry
The exhibition industry understands that the products and physical space that visitors interact with needs to solve customer needs in an efficient, interactive, and productive manner. Exhibition companies and exhibitors are therefore embracing big data and analytics, innovative technology, and interactive technology to enhance the overall experience.
The Emergence of Smart Floor Sensors
Scanalytics’ technology is being optimized in a new way in Chicago’s largest convention center and world-renowned venue, McCormick Place, through the installation of smart floor sensors across 2.6 million square feet. This merge between data and analytics and interactive technology is intended to improve the visitors’ experience at exhibition events, though the technology is also applicable to commercial and retail spaces. The floor sensors will measure how visitors interact with their physical space and how they navigate the space by tracking foot traffic. Anonymous data gathered from the sensors will be stored and provided to the exhibitors to transform physical spaces into smart spaces.
Facial Recognition Technology
Facial recognition technology is revolutionizing the exhibition industry by providing a customized and fluid experience. The Internet Economy Summit, for example, introduced facial recognition technology to their event to speed the check-in process by having pre-registered attendees confirm their attendance through a self service facial recognition check-in. Facial recognition technology is also being used to personalize experience at exhibitions. Attendees upload their photo prior to the event, which is linked to their name and occupation. Once these attendees arrive at booths, facial technology allows the exhibitors to personally address them and their specific needs.
Event exhibitors, delegates, and attendees want to be a part of the process, thus they expect more than pamphlets and maps. Interactive applications with tools like QR codes and/or geo-localization techniques allows for fluid communication, interaction, and participation. A dynamic application that allows visitors to engage with products and brands is one that will create a memorable experience. Furthermore, exhibition companies that deliver personalized applications that notify attendees of real-time show alerts and provide interactive floor plans increases the likelihood of re-bookings and, as it makes for an organized event.
In a globalizing and interconnected world, it’s relevant to deliver both physical and non-physical interactions. These interactions have taken form through live streaming applications and on social media through the on the rise ‘happening now’ feature. A quality stream increases awareness and allows for a conversation beyond the event itself. Additionally, live streams solve logistical problems for thought leaders. A technologically expert may not be able to fly intercontinentally to an event, for example, yet a live stream allows them to be virtually present and engaged.
Multi Sensory Experiences
The Sense of Smell Institute found that people remember what they smell to 65% accuracy after 12 months, which implies a multi sensory experience will equate to an enhanced experience. Outside of the similarly trending Virtual and Augmented Reality, dynamic experiences that optimize touch, scent, taste, sight and sound are therefore a growing trend. Research suggests that 98% of customers are more likely to buy after engaging with an experiential campaign, meaning a huge leveraging opportunity for exhibitors to showcase their products and/or services.