How to Use VR to Stand Out at a Trade Show

September 13, 2018

Yoni Koenig

Yoni Koenig is the co-founder and chairman of Exit Reality, a premier integrator and operator of virtual reality solutions for events, location-based entertainment and gaming. An award-winning creative technology innovator with more than 20 years in digital production and experiential design, Yoni has led product teams for Electronic Arts, Microsoft, Sony, Vivendi-Universal, Disney Interactive and Disney Imagineering – creating games, animation and technology companies along the way.

Planning a successful trade show exhibit requires strategy and creativity. You’re challenged to engage with potential customers and make a lasting impression – all while surrounded by competition and working with limited space. The big question is, “How do I stand out?” Consider the newest tool being used to create buzz around brands: Virtual Reality (VR). 

Demonstrations and Product Training

VR is used to sell all kinds of products – it’s not just for techies. Take, for example, Lowe’s new Holoroom Test Drive. Using the HTC Vive headset and a specially made controller, customers at Lowe’s can now get a feel for the tool they are purchasing and can practice using it safely. VR demos and tutorials are excellent ways to engage in a unique and interesting way. Depending on the type of product you’re selling, this could also decrease costs for operations and maintenance while also ensuring the customer’s safety.

Save Space

It’s no surprise that oftentimes, visitors are drawn to bigger booths – the ones where they’ll likely get a chance to view a variety of products. However, not everyone can opt for the bigger space due to a variety of obstacles ranging from budget to logistics of transporting and set up. With VR, you can bring your entire product line to the show with little fuss and minimal space. 

Brand Storytelling

Behind every great product is a great story. Imagine visiting a coffee company’s booth at a trade show. You take a free sample and an employee asks if you’d like to see where the drink in your hand came from. Donning a VR headset, you’re taken through a virtual experience of exploring a family-owned organic farm that the company sources their beans from. VR is a medium that can create emotional connections to a brand by telling a company’s story in an immersive, interactive way. 

Generate Leads

It’s not often people get a chance to experience VR. Many will gladly share an email address or a business card for the opportunity to utilize the technology. It’s a common occurrence for people to line up for a VR experience, so have a waiting list with Name, Company and Email sections ready to go. 

The future of events is shifting along with technology. Get ahead of the curve by thinking of creative ways to use new tech to bolster your professional presence and create buzz for your brand. Audiences at trade shows can expect to see dozens of different booths and many similar products, but they won’t forget their experience with VR. Use VR creatively with your brand and make your booth something worth talking about.  

Considering VR for your next event? Here are some quick tips to get started: 

  • Outline what you hope to accomplish with VR. Create a “mission statement” of how you’re going to use the tech. 
  • Write down ideas for an experience you can tie to your product (such as the behind-the-scenes experience of the coffee booth). The experience should be under five minutes.
  • Research a VR provider with a track record of success. Some will make a custom experience for your brand and even provide assistance during the event.  

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.