– BRETT MARRINER
Using Virtual Reality (VR) with event attendees drives participation, increases dwell time and generates more social interactions creating a better-qualified lead. Below are three steps to ensure you’re getting the best return on investment from your next trade show.
1 – Blur the Line Between What Is Real and Fiction
Provide people an experience that is unlike anything they’ve done before by combining physical structure with a virtual world. This type of VR is often referred to as hyper-reality, defined as a condition in which what is real and what is fiction are blended together so that there is no clear distinction between where one ends and the other begins.
At CEI, we develop our trade show VR experiences using the HTC Vive hardware. This allows us to track where the user is standing or sitting leading to a seamless experience of physical and digital that can easily be deployed at trade shows.
2 – People Remember Stories, Not Bullet Points
Studies show that 65% of people are visual learners and they will retain information better when it’s presented in a story format. Intertwine product education, creativity, and excitement to ensure attendees remember your product. Create an experience that conveys a story where your product’s features and benefits are explained in such a way that attendees leave your booth energized and excited.
Imagine your company makes a new kind of stain resistant interior for Dune Buggy ATVs. During past shows you’d have a sample of your product material and do stain tests while walking through features and benefits with a small audience. Now this year let’s do something different and generate some buzz that will get people to seek out your booth.
At the show you have a simple structure that holds four seats and looks like the basic outline of a generic ATV. Instead of the boring stain test, you invite attendees into the booth, have them put on VR headsets allowing four people at a time in the vehicle. The attendees are sitting in real seats but what they’re seeing in VR is quite different. Narration plays through the headsets telling the four of them that this is an automated test track used to demonstrate material durability. These four attendees are sharing the same experience and feel as though they’re driving through the woods along a muddy path with dirt flying through the air. With each jump and muddy splash, downtime is frozen and text call-outs appear detailing your product’s durability and prompting them to reach out and clean the mud off the surface areas around them. This educates and excites them about your product within a one to two-minute memorable experience.
3 – Use Google Cardboard as a Handout
At the show, you can have custom printed Google Cardboard viewers created with your logo and hand these out to qualified leads. The user could then download the experience, launch the app and insert their phone into the cardboard unit to experience a simpler version of what they saw at the show. This app works on iOS and Android phones. This is a great way to get that qualified lead to share your product with their peers or boss when they’re back in the office. And since they’re launching your custom VR app, we’re able to track analytics on how they use it which will help your sales staff further qualify the leads generated at the show.
The Bottom Line
CEI focuses on using video game technology to build B2B Virtual Reality experiences for trade shows. We combine physical structure with VR to create engaging one of a kind projects.
Learn how we can help you at your next event. We’ll show you how to use VR with your product to ensure you’re generating better leads at your next event.