The Customer Experience: Alive and Well at EXHIBITORLIVE

We just got back from ExhibitorLive 2016 and what a great show it was! Finally, exhibit design companies aren’t just talking about building cabinets and hanging signs. Instead, we’re reaching in deeper, connecting with audiences in a more personalized way, and creating games and experiences that bring it all to life in ways never before possible.

In other words, we’re finally catching up with the rest of the world. After all, personalized customer interactions are the new paradigm. Just look at how far Starbucks has come in treating its customers as individuals: knowing what your favorite drink is, customizing it just the way you like and having it ready when you arrive.

And look what’s happening with gamification. Not only the fact that people are playing so many games (now spending three billion hours per week just playing online ones). But especially in the way gamification is entering e-learning, which could become a $5.5 billion market by 2018.

Of course, tradeshows have always featured games. They’re natural traffic-builders and deliver lots of entertainment.

But there’s also a much bigger opportunity here. Tradeshows are the ideal place for prospects to learn about a company’s products and services in greater depth than just about anywhere else. So designing games that help attendees become better acquainted with what the exhibitor is selling can yield big results.

And today that’s more true than ever. The plethora of new immersive technologies such as augmented reality, virtual reality, beacon tracking—even facial recognition systems—are bringing entirely new dimensions to tradeshow games—and, yes, to customer learning.

But where it really gets powerful is when you can bring a deeper understanding of the customer to the game or experience. And that’s what we saw at ExhibitorLive. At our booth, we created a virtual dressing room as part of a Design Consultation for VIP guests. Our exhibit manager audience is primarily women and we intuitively understood that this sort of interaction could really engage them. 

And boy did it. We knew we nailed it when guest after guest came up to us saying, “You hit us perfectly. We loved this experience. How did you know? ”

But that’s always the trick, isn’t it? Digging deep to understand an audience, what they need and what will really turn them on. It’s what we advise clients to shoot for every time. And our demo was our way of showing just how powerful it can be.

Thanks to all of our visitors and to the other exhibitors who put on a great show. I think we can all agree that Exhibitor Live this year is a reminder that there’s never been a better or more exciting time to be in this business.