Modern Technologies for Trade Show Booths and Brand Zone Creation

August 9, 2023

Oleksandr Skobtsev

Oleksandr Skobtsev is CEO of MEET FUTURE, an international company with 20 years of experience in organizing corporate, business and marketing events and providing event technologies. With a mission to inspire events with technological innovations, the company specializes in creating original booths using innovative technologies.

Companies are ready to invest significant budgets to participate in exhibitions, as events can comprise a large concentration of a target audience. But how to make these investments as effective as possible?

The main task of a booth or a brand zone is to interact with a target audience, depending on the purpose of participation in an exhibition, to find partners, clients or potential employees. The marketing role of a booth is to be bright and original to attract as many visitors as possible. To solve this task effectively, the booth should be visually attractive, functional and interactive, as involvement and interactivity attract more people.  

In the past, exhibitors aspired to achieve functionality in their booths’ development, then the desire for design appeared. Now, the new wave in booth design is interactivity and digitality — one of the main trends in booth creation. It is the integration of innovative technological solutions (such as screens, kinetic elements, sensors and games) into booths and brand zones. 

Let’s take a closer look at innovative technologies that can be integrated into booth design.

LED Screens: The use of LED screens in the design of booths has become especially popular in recent years. LED screens can be very different — vertical, horizontal and curved. They can be suspended, on the floor and even move. Screens are moved with the help of winches (special motors), which pull a lot of weight. Functionally, screens can be used to broadcast customer content such as video or pictures. Also, you can integrate games into the screen by adding sensors that allow participants to interact with the screen. These are motion sensors that are often used in game consoles like LiDAR and Kinekt. A screen equipped with sensors can be used when a person approaches the stand or moves, capturing the movements of hands, head and face. The movements of a person can be displayed on the screen, and thus the guest can participate in an interactive digital game.

Kinetics: An original innovative solution is the use of kinetics in booths. Kinetics is a technology that uses special motors (kinetic winches) to move objects suspended under the ceiling. Most often, these objects are illuminated. The kinetic objects can be of various shapes, such as balls, tubes, triangles, jellyfish and flowers. But this is just the beginning — new ways of using kinetics await us. Probably, there will be a possibility to interact with kinetics. We can predict that screens will be used as kinetic elements. 

Robo-hands: You will surely surprise and delight your guests if you use a robo-hand in your booth. A robo-hand is a unique technological solution. You can interact with it, it is safe, and it is equipped with a large number of sensors and cameras that prevent any dangerous movements. A robo-hand can make cocktails and pour drinks, and you can play interactive games with it, program it and control it. Today there are two kinds of robo-hands used in booths: mono robo-hand and two-armed robot (ABB YuMi).  

Lasers: An interesting technical solution may be to use a laser to make your booth or brand zone more impressive. In brand zones, lasers can be used to outline elements of the booth and accentuate them. You can also outline the image on the screen.

Holograms: This is a technology that allows you to create a 3D image of an object, creating the impression that the object is flying in the air. Most often holograms may be created from logos or individual brand elements. 

Interacting With Participants Near the Booth 

When you have successfully attracted participants with a bright design of the booth, you can either communicate with them and collect contacts, or offer to take part in the interaction that is built into the booth.

In order to make the work of promotional staff near the booth effective, the BTL mechanics must be thought through. A few options for how you can interact with the participants who are near the booth include: 

  • Raffles (after the participant has provided his or her contact info)
  • Masterclasses
  • Games for attention and reaction speed
  • Exchange of old things for new things (for example, old cosmetics for new ones)
  • Talent competitions

Merchandise and prizes are also important elements of participation in exhibitions. If the merch is of high quality, participants are more than willing to share photos of the merch on their social networks. 

Brand zones with a photo zone and the ability to print photos immediately or send them to social networks are also very popular.

An important feature of interactives near trade show booths is that they are quick and clear since the traffic around booths can be quite large, and it is important to interact with as many participants as possible.

To summarize, when you plan to participate in an exhibition, it is important not only to develop a bright, attractive booth design but to also think carefully about the mechanics of how you’ll be interacting with the attendees. This way, your trade show participation will be as effective as possible.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact