The trade fair 4.0 solution with Pocket-Booth – pandemic-ready

For almost two years now, we have been battling the coronavirus pandemic and its consequences. An end is not currently in sight. The hope that the crisis would not last and would pass has long since given way to disillusionment.

Related to this:

• The Corona pandemic and its impact on key industries: What you need to do now

In the trade fair and event sector, there was a brief glimmer of hope that, with well-developed safety protocols, trade fair operations could resume as normal. However, the micron-like nature of the COVID-19 pandemic has now cast serious doubt on this. Many companies have already planned their budgets for next year, hoping to once again present themselves at trade fairs, inform potential customers, and attract new ones. Now, there is widespread fear that for the third year in a row, many important trade fairs will be canceled.

And, as every year, the question arises in management: what is the ROI (Return on Investment) or the benefits of such trade fairs and events? Is it worthwhile, or is it simply "throwing money out the window"? Many are practically forced to analyze the impact of the canceled trade fairs of the last two years and answer this question for themselves.

Besides competitor analysis, market positioning is also crucial. A trade fair is the ideal platform for presenting new products. However, after every fair, the question often remains—due to insufficient follow-up—whether the new contacts and feedback received actually reach the right people and are adequately addressed. Does this sound familiar?

Thanks to digitalization, many sectors of industry, trade and commerce were able to react quite quickly to the changes caused by the Corona pandemic.

Examples include the shift to working from home and the previously common practice of holding business meetings worldwide, which have largely been replaced by video calls. While these services were largely obscure before the COVID-19 pandemic, this has now completely changed with Microsoft Teams, Google Meet, Zoom, and several others. They have become an integral part of digital communication.

However, a major question mark still remains regarding the future of trade fairs and events. An internal study commissioned by the client analyzed that trade fairs and events remain important for strategic alignment, especially for products and services requiring extensive consultation.

Another important aspect is that despite online research, a final decision is not possible due to inadequate product descriptions and images.

Related to this:

• Corona Library – Covid-19 Knowledge Database (PDF)

The fact that potential customers are willing to take the time and make the effort to come to the trade fair shows that there is not only great interest, but also that goals are being pursued, which puts the trade fair exhibitor in an ideal starting position and conditions.

The latter, however, proves to be a very difficult hurdle. On the one hand, the competition is in the same hall, and on the other hand, the hustle and bustle and noise at the trade fair are not ideal conditions for winning over interested customers in the final stretch.

The study also revealed that neither trade fair visitors nor exhibitors perceive significant differences between the exhibitors. Large booths are dominated by company self-promotion, while smaller booths lack a clear added value or differentiation from product information found in brochures and online, except for the availability of a contact person on-site. Generally, trade fairs become much the same year after year. The themes created for the fairs are sometimes perceived as forced or makeshift, and many supposed innovations then disappear without a trace. The problem for large companies is that their impressive product portfolios simply cannot be physically represented at the trade fair. Either the available exhibition space is too small, or the required space is unavailable altogether. Price also plays a crucial role. It is precisely this balancing act and the question of cost versus benefit that repeatedly arises.

Pocket-Booth offers a solution that seems paradoxical at first glance. A trade show booth that fits in your pocket and can be used anywhere, immediately, sounds like an early April Fool's joke. The fact that it's also supposed to solve the problems described above arouses suspicion, but also piques curiosity!

Explaining and describing weightlessness to someone who hasn't experienced it themselves is difficult. We've seen and read a lot about it, but we can still only vaguely grasp the essence of weightlessness.

I have a similar experience when I try to explain the Trade Fair 4.0 concept with Pocket Booth to someone. Describing it and visualizing it isn't difficult. But the emotions that accompany it, the enthusiasm and the WOW effect, actually overshadow everything I've seen and experienced at trade fairs before.

Augmented reality technology on tablets and virtual reality with special VR headsets have been seen sporadically at various trade fairs. The fact that it hasn't yet become widespread is primarily due to the technology's complexity and, essentially, the cost. Up to €80,000 was not uncommon for a decent implementation. Follow-up costs were inevitable, as technical modifications to the devices and technology are commonplace, requiring content adjustments to reflect these costs. Consequently, ongoing support from the external agency was also necessary, further driving up expenses. For these reasons alone, a sustainable and permanently integrated trade fair concept could not be established. Similarly, simultaneously providing product models at the trade fair via the internet was virtually impossible. The immense amount of data required for 3D visualization could hardly be compressed to a minimum size for online presentation. Furthermore, data protection for the technical details was not guaranteed.

All the problems and features described are just a small part of what Pocket Booth perfectly implements and solves overall.

Pocket Booth is the most comprehensive and well-thought-out digitization of trade fair appearances to date

Pocket Booth's 3D visualization of products creates space for product presentations and their solutions. Its flexible and mobile deployment options open up new forms of communication with potential customers – virtually anytime, anywhere. Whether in a lobby around the corner, during a customer visit, or as a valuable addition to conventional trade fairs.

Pocket Booth can be used almost anywhere. It's ready for use in any situation within seconds.

One could also call it a trade fair-to-go, event touchpoint or mobile exhibition stand, but none of these descriptions can convey the functionalities and possible uses of what initially appears so unassuming.

What makes Pocket Booth so strong?

• Pocket Booth is part of Product Photography 4.0 technology, which allows you to present all your products as lifelike 3D models. The exhibition space is virtually unlimited.
• All 3D models are protected. This means they cannot be copied by third parties.
• Pocket Booth uses a proprietary data reduction technique for 3D visualizations that are lossless to the human eye and even suitable for websites. Up to 97% data reduction is possible!
• Pocket Booth uses a content management system where you can centrally upload content and 3D data in various formats. The system takes care of the rest. The product models are accessible on all devices, whether VR headset, tablet, smartphone, or even PC. It couldn't be simpler. No engineering knowledge or similar expertise is required to manage the content and data.
• Interesting tracking data, follow-ups and CRM integration are possible.
• Pocket Booth is a simple, user-friendly, and intuitive complete system that not only maximizes your trade fair appearance but also opens up a world of creative possibilities for trade fair design. It is also suitable for relatively small events.

Not all possibilities and forms of customer engagement have been considered yet. It's about more than just trade fairs and events.

This makes quasi-spontaneous events in small groups (in accordance with COVID-19 regulations) possible. Similar to what we know or have heard about from Tupperware parties.

Your sales team can also score points with customers on-site in a flexible and spontaneous way.

Pocket Booth is the ideal communication bridge from simple informational conversations (look what I have here, look what this looks like) to intensive solution-oriented discussions (this is what it would look like to solve your problem).

Far removed from the hustle and bustle of trade fairs, this pocket-sized trade fair presentation allows you to calmly explain everything to customers in a personal conversation, convincing them with quasi-realistic 3D scenarios and models, which you can present to the customer, among other things, via VR glasses. To incorporate references, you no longer need to travel to the property location with the potential customer; you can calmly review and examine possible solutions and products together in the virtual world.

More information here:

• Vuframe: Digitally, interactively, and
  virtually showcase your products anywhere – a platform for 3D, Augmented Reality, and Virtual Reality in the company
• Pocket Booth™ – Your trade fair appearance from your pocket

Related PDF libraries:

• Extended Reality (XR) Library (PDF)
• Smart Vision and Trends Library (PDF)

Why Xpert.Digital?

I would be happy to serve as your personal consultant for Pocket Booth.

You can contact me by filling out the contact form below or simply call me on +49 7348 4088 965 .

I'm looking forward to our joint project.

 

 

 

Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry focusing on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° Business Development solution, we support renowned companies from new business to after-sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

You can find more information at: www.xpert.digital – www.xpert.solar – www.xpert.plus