Would you like to make an even bigger impression on your audience with your next trade fair appearance? Then there is no way around well thought-out live presentations at the trade fair stand. After all, presenting your product innovations or services to your visitors in a practical, understandable and entertaining way is the best way to anchor them in their minds for the long term. We now present you with attractive options and current trends, as well as a practical checklist for successful presentations.
Live presentations are your ace up your sleeve
No matter how impressive the design of your trade fair stand is – when the doors of the event location open and people stream in, it takes more than good design to stand out from the crowd. A memorable presentation with interactive or immersive elements offers an infallible opportunity to capture visitors’ attention and present your new products in a convincing way.
But why do good live presentations have such an attractive effect? This can be explained first and foremost by the universal traits of humanity: curiosity and the desire to be entertained. Wherever someone gives a presentation with presence, conviction and appealing visual components, people will gather – and if the presentation style and content are well chosen, they will stay until the end. With the latest technological developments, trade fair exhibitors also have unprecedented opportunities to successfully stage their live presentation at the trade fair stand.
In the end, it doesn’t matter which product group you want to present to your audience. It is much more the type and structure of the presentation that make the difference and can also establish a perhaps less glamorous item as the star of the show. Of course, it doesn’t necessarily have to be about products: Services can also be excellently promoted in the form of a live presentation.
How to make your live presentation a success
The classic method of presenting at an exhibition stand is similar to any other presentation setting: a knowledgeable person explains the background and advantages of the respective content, possibly on a stage, most likely with the help of a PowerPoint presentation. While this option has proven itself over many decades and will certainly enhance your trade fair presence, you have a number of much more effective measures available to you today – by utilising technological developments.
Interactive trade fair presentations
We know it from school: frontal teaching is rarely as successful as an interactive approach. So if you offer your trade fair stand visitors the opportunity to take action themselves and experience the live presentation using touchscreens or directly on the products, this increases the effectiveness many times over.
BWM Group IT’s trade fair appearance at the Vienna WeAreDevelopers Congress 2018 provided a vivid example of what a successful interactive trade fair presentation can look like. Under the motto “Turning Data into Joy”, topics such as big data and cyber security were presented in the form of live experiences, augmented and virtual reality, giving the audience a playful introduction.
Immersive trade fair presentations
Do you sell products or services that are difficult or impossible to transport to a trade fair location? Or would you like to give your audience the opportunity to perceive your offer in more detail and from all perspectives?
Technologies such as SYMA’s 3D-immersive-live fulfil precisely these requirements. The virtual presentation option, which we were able to present for the first time at EuroShop 2023 in Düsseldorf, expands the options for live presentations at the trade fair stand many times over in one fell swoop. Materials, perspectives, lighting effects and other details are displayed realistically using a projector and allow your visitors to immerse themselves completely in your product world – without much technical or logistical effort.
The checklist for effective live presentations at the trade fair stand
So what ingredients are needed for a successful trade fair appearance, including a live presentation? There is no universal recipe, because which of the numerous options you choose depends on the influencing factors. Nevertheless, it is always helpful to be aware of the following points and to take them into account when planning.
- Well-trained exhibition stand personnel
- Outstanding presentation skills of the speakers
- Integrate show factor
- Storytelling and emotions
- Attention-grabbing visual components
- Involve the public
- Communication of the live presentation in advance and at the trade fair itself
- Coordination with the surroundings (What is the volume level? Are there simultaneous presentations by direct competitors?)
Conclusion: Live presentations make a lasting impression
They are the icing on the cake, the ultimate in successful trade fair presentations: well-planned and perfectly staged live presentations give your stand that certain something and ensure that your brand is remembered by the public. With ingredients such as storytelling and show factor as well as incorporating the latest technical innovations, your visitors are always in the thick of things instead of just being there.
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