Hybrid trade fairs & smart fairs/events: The nature and execution of trade fairs are changing

The trade fair industry has been undergoing a transformation long before the COVID-19 pandemic. A growing number of companies are realizing that the financial investment often doesn't yield the desired results. This is hardly surprising, given the high setup and stand costs associated with exhibiting at a trade fair, while the staff present at the fair are working exclusively for the event for days or even weeks and are therefore unavailable for more lucrative projects. Furthermore, the impact on the event itself is limited and disappears once it's over.

This has also led to a shift in thinking among visitors. Long-term travel and scheduling needs, often less than ideal conditions for conversation at cramped or crowded exhibition stands, and above all, the emergence of alternative digital information and meeting opportunities are causing trade visitors to increasingly forgo attending trade fairs and instead opt for virtual meetings with exhibitors.

For this reason, digital trade fair offerings are becoming increasingly important. They have the major advantage of bringing suppliers and customers together at any time, thus extending their impact far beyond the actual trade fair period. Furthermore, they can be ideally used to complement the traditional trade fair presence, further enhancing its effectiveness.

Digital transformation of the trade fair industry with Pocket Booth from Vuframe – Image: Xpert.Digital/Vuframe

One of the pioneers of these innovative digital tools is Pocket Booth, which literally puts the trade fair experience in your pocket – on your smartphone and tablet. Pocket Booth focuses on a fully visual experience. This creates presentation formats that would be impossible in the limited space of a traditional trade fair. Enriched with moving images and intuitive access to all information, the virtual trade fair visit gives visitors an optimal overview of the manufacturer's offerings without the need for a time-consuming and expensive trip to the fair.

These digital trade fair experiences are made possible by the fusion of state-of-the-art 3D technologies with virtual reality elements. This allows manufacturers to create a realistic presentation format, which is made available to customers via a smartphone app. Furthermore, the tool offers both suppliers and potential customers a range of multifaceted advantages.

1. Available 24/7

Pocket Booth delivers results anytime, anywhere. Whether a vendor presents themselves on-site at their booth, in a hybrid format, or entirely online, Pocket Booth allows company employees and interested customers to access digital trade fair content anytime, anywhere, and connect directly with each other for conversations.

2. Unlimited reuse

The content visualized in Pocket Booth is infinitely reusable – and therefore available long after a trade fair. If a new trade fair is planned, the content can be easily adapted online to the new circumstances without the need for complex reprogramming. In this way, the impact of the digital event is extended from a few days to months and years.

3. Scalable

The trade fair appearance in the Pocket Booth app is individually tailored to specific needs. Every virtual exhibitor receives a customized presentation on Pocket Booth, as there is a virtually unlimited selection of presentation options for any number of exhibits and services.

4. Innovative

A Pocket Booth presence underscores a company's commitment to innovative, future-oriented tools. Sales representatives also benefit from the advanced app, as it facilitates conversation starters and impresses customers with its compelling visual presentation experience. This fosters a more positive image among customers of providers who embrace these innovative approaches.

5. Customer loyalty

The app is ideally suited as a door opener for customers, as its visual and content strengths ensure a unique product experience. This is further enhanced by Pocket Booth's increased immersion, which allows potential customers to experience the product realistically within their own company environment.

6. More than just a trade fair tool

The 3D visualizations of the Pocket Booth app are also ideally suited as sales tools for customer meetings. Its comprehensive content also makes it suitable for use in customer service, while the exceptional user experience at in-house trade fairs or in showrooms creates special "aha" moments.

7. Network independent

Every exhibitor and visitor is familiar with the often extremely poor network coverage at trade fair venues. With Pocket Booth, weak networks or unreliable Wi-Fi are a thing of the past. The app works both online and offline, maximizing its accessibility under a wide range of network conditions.

8. Controlling

Trade fair costs can quickly reach dizzying heights – while tracking their success is often difficult. Pocket Booth has integrated analytics functionalities that enable detailed performance monitoring. This allows companies to transparently compare costs and benefits at all times.

9. Intuitive handling

Many B2B apps are poorly designed and difficult to use. Pocket Booth is the opposite; despite its wealth of content and visual elements, the app is intuitive to navigate. As a result, booth staff require no training, and customers can easily find their way around the app themselves.

10. Fully CI-compatible

Pocket Booth offers a white-label solution that is completely tailored to the needs and requirements of companies regarding their corporate designs. Extensive design and branding options give users the opportunity to implement the app's visual identity in full accordance with their corporate identity.

But the Pocket Booth from Vuframe is so much more! It's part of a bigger picture.

With Vuframe Studio, the central 3D platform, you can manage and maintain your CAD/3D data for product presentations and/or machines.

3D platform Studio by Vuframe – Image: Vuframe

Vuframe Studio, the 3D platform for your CAD product data, is very similar to a Content Management System (CMS). It's a no-code platform, so you don't need any advanced programming knowledge or similar skills. You manage your 3D content just like in the backend of, for example, WordPress, TYPO3, Joomla, or Shopify.

• Easy uploading of CAD/3D models without prior user knowledge
• Automated optimization and data compression without loss of display quality (up to 97% possible)
• Data security (non-reverse engineering). Leakage of sensitive product or machine data is not possible
• Applicable to all devices and presentation options

The advantages:

• Central data management
• No additional costs for adapting to different devices
• High development costs from the past are history
• Consulting and support for both companies and agencies
• Professional competence

Related to this:

• Framework: Viewframework – the programming framework for 2022 – including for Product Photo 4.0 and WebAR
• Webinar: Data Security with the Vuframe 3D Platform – for Extended, Augmented, Virtual, Mixed Reality & WebAR / WebXR

• Background information on Pocket Booth and 3D product presentations: Product Photo 4.0 / Product Image 4.0