One of the main issues facing events right now is that many people are thinking of how to attract customers to their booth but not necessarily considering how they can improve the experience once the person arrives in the booth. Virtual Reality is a tool that creates an immersive and impactful experience; one attendees will have fresh in their minds.
Some of the main players involved in VR right now are Facebook, Sony, Samsung, and Google. Their participation will validate this new VR technology and bring the cost of this new technology down, so that it’s widely available to event industry coordinators to create a completely immersive, hands on experience for attendees. It opens up numerous avenues on personalization and more targeted meetings, which leads to a better experience for the attendee and exhibitor alike.
As found from research from EventTech Brief, attendees are getting younger, and the events industry needs to evolve and adapt with the new changes. “It will be more difficult in the years ahead to capture the attention of young, smartphone-clutching buyers with square stands, lectures, etc. Event organizers will have to implement virtual reality to retain and add to their customer bases.” A full VR experience can give much more holistic, accurate and compelling set of insights. According to Bryan Icenhower, president of IMG Live, “We envision events where the content interactions change dynamically based on the participant’s preferences and prior interactions. So it’s not a one size fits all, it’s tailored to the participant.”
Another advantage of using VR is, “By “being there” without physically having the need to, companies could save up to millions of dollars in operations and processes that may usually require a lot of man power," according to Jonha Revesencio of HuffPost Business. Virtual Reality is a dawn of a new era in events and tradeshows. VR can communicate a sense of place as good as another medium, if not better. Tradeshow experiences can be customized and tailored to meet every client’s needs and with such great benefits.
With new VR technology you’d still be able to have interactive meetings with press and sales prospects; as well as being able to see and test new gadgets on display; and you’d still be able to experience the large keynote speeches…all within this new realm of virtual reality.
Written by Alicia Borley
Cover Photo by Nan Palmero