(Pictured: The Canon Medical Systems USA booth at RSNA 2019: PRG collaborated with Canon Medical Systems USA & Pinnacle Exhibits to reimagine their historical video banner by creating a 360-degree viewable banner using PRG’s LED rental solution, Fanta Pixel Drop.)

by Eric Hanson, VP Sales PRG

There is no denying the biggest challenge brands face when exhibiting on a tradeshow floor is standing out in a room full of distractions. Exhibitors are tasked with quickly telling their story in a unique, immersive way; worthy of drawing in and keeping the attention of the right audience. Innovations in technology have changed how booths are designed and how people interact within them. A successful booth design incorporates 360-degree viewability, captivating graphics, immersive technology and a clear message—all leading to measurable conversions and happy stakeholders.

Exhibit Goals
and Effective Collaboration
Creating a tech-forward, engaging booth starts with a collaborative process with the right partners. Whether the goal is launching a new product or generating business leads, it’s important to begin the exhibit ideation phase by defining the purpose of the design. Understanding key goals can help determine the most effective and engaging methods to tell your brand’s story. Moving through ideation and design, to developing a plan for fabrication and on-site installation, clear coordination and communication with your exhibit partner is critical to efficiently showcasing your brand.

Further, if engineering and technical build expertise are outside of your core competencies, bring your technical partners and production companies into the conversation as early as possible. This important step will ensure that ideas are technically achievable, will accomplish your goals within the overall plan and design, and are within budget.

New Technology for 360-degree Impact
and Longevity
Work with your technical and production partner to ensure the overall booth design seamlessly integrates innovative technology that supports thematic direction, branding and scenic elements now and into the future as booth design and goals change.

A first step in incorporating smart technology is replacing traditional hanging signs and print graphics with a 360-degree viewable video solution. By strategically integrating this technology and digital display into scenic elements and displays, exhibits are immediately updated and draws eyes to the booth. Further, this technology offers the ability to easily update branding, graphics and content as needed. A great example of this is the Pixel Pro Series, Fanta Pixel Drop—a 360-degree viewable, creative LED rental solution that is true video with DVI input.

Projection mapping, interactive video walls and LED lighting as well as other lighting and video components such as Ultra-High-Resolution LED capture attention and give a cool factor to exhibits. Interactive projection mapping turns 3D objects into display surfaces for projecting your brand message and open new opportunities for shared AR-like experiences. Enhancing your standard video wall with the addition of touch or motion activation and recognition that further engages a visitor and conveys messages. Lighting can enhance a booths’ environment and give you more opportunities to draw in crowds. LED moving lights and strategic spotlights in a booth can direct viewers’ attention to the most important part of your exhibit. Kiosks that have interactivity, lead capture or participatory activities are great spaces to highlight.

Incorporating innovative technologies into exhibits is a key factor in telling a story, increasing exhibit traffic, improving visitor engagement and ultimately meeting tradeshow and corporate goals. Collaborating with a trusted technology and production partner in the design phase ensures your vision for exhibit comes to life flawless—and within budget.

Chicago area-based Eric Hanson is VP of sales and leads the exhibit technology solutions team at PRG, an entertainment technology company specializing in live events, corporate events and tradeshows. With more than 170 patents and 70+ trademarks, PRG is a company defined by innovation. With a network of 70 offices spanning five continents, PRG is capable of delivering for its customers anywhere on the globe.

This story originally appeared in the May/June issue of Exhibit City News, p. 36. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_may-june_2020

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