Kalbfleisch: They are major trends. Well-equipped booths have a great appeal. Appearances that allow visitors to participate interactively are especially well received and popular. At one trade fair, for example, I encountered a company that makes window profiles. This is a highly unemotional product. However, screens showed additional information visitors could also receive via e-mail.
Right now, augmented and virtual reality is also very much on trend. Special glasses let you immerse into different worlds. I am still unsure whether this is actually the right way to go. After all, you become extremely isolated from the outside world with these glasses. Meanwhile, the focus should be on face-to-face interaction at trade fairs.
What’s more, special live tracking tools allow exhibitors to understand what visitors were especially attracted to and what they focused on and for how long. The analysis can assist with planning the next trade show.