With the advent of digital technology, contemporary trade shows often have exhibits that use multimedia. Increasingly technology-savvy audiences are naturally drawn to exhibits featuring stimulating visual and audio components. These technologies permit enhanced interaction with potential customers. Attracting new traffic to exhibits increases profitability for businesses attending trade shows.
While some exhibits attempt to draw as much attention as possible, others may be better served creating a more intimate space. After all, trade shows may also allow snooping by competitors. It’s important to carefully consider the goals of the presentation in order to best use multimedia displays.
Whatever technologies or devices you use, pay attention to environmental factors. A multimedia display may have a better impact with lower lighting. But, low light may make it more difficult to interact with customers. It’s important to strike a balance to make sure that lighting is neither too bright nor too dim for comfort.
Another component to consider is the aural environment. Some trade shows create a great deal of ambient noise that may interfere with the soundtrack of one’s exhibit. Turn up the volume may not solve this issue. In case of a noisy environment, it may be more effective to offset the audio aspects with clear visual signals. In other words, exhibit should be understandable using visual aspects alone. The last thing you want to do is scare people off with overwhelming, discomforting volume.
Take care to pay attention to traffic flow around multimedia exhibits. Make sure there is enough space for people to gather comfortably without obstructing traffic flow and creating distractions. The idea is to generate interest and attraction. It is not to create a stressful traffic jam. By positioning monitors above the crowd, exhibit goers can get an idea of your company even from a distance.
It’s useful to take advantage of multimedia techniques to convey as much information as possible in as short a time as possible. Employ vivid animations and videos that catch the eye. Use bullet points and basic information that can be seen and navigated at a glance. Avoid using large blocks of text or nested interactive menus that get in the way.
For interactive displays, everything should be accessible using clearly marked icons or buttons. Pages should all be accessible using obvious, intuitive menus. You want people paying attention to your message, not figuring out interfaces.
Another technique can include using overhead monitors that project the screen work of your expert. These real-time exhibits show your audience how to use your tools. If a picture is worth 1000 words, then a demonstration is worth 1000 pictures.
Prepare your staff for technical problems. You wouldn’t want your entire exhibit to shut down for want of a functioning device or cable. Bring backup equipment in case something goes wrong. It’s very easy to lose valuable time dealing with technical issues. Creating a compelling exhibit is more than just multimedia alone. Booth staffers should familiarize themselves with the multimedia content. They should also prepare to answer follow-up queries.
The success of any trade show exhibit ultimately depends upon following up the material. This has more to do with the capability and persuasiveness of your people. Ultimately, multimedia is a tool. Don’t leave the success of your exhibit up to technology. Use technology to draw more customers. Your people can make the connections.
Jerry Wilmington writes on business, technology in business, multimedia, advertising, website development, online businesses and other kindred topics; those who’d like to learn more about web development for business purposes should visit WTDM.