March 29, 2024 3:08 AM
Search
Close this search box.
Share this post:

Augmented reality hits the show floor

In today’s tech-savvy world, keeping up with new branding options is a must since marketing is a bridge between the client and the consumer. But what happens when that bridge becomes automated? Augmented reality (AR) happens.


MG Design, a national exhibition marketing, technology and logistics company, has recently implemented the use of augmented reality to engage and educate its clients at tradeshows.

ar-marker


MG Design augmented reality marker

Augmented reality is a computer-generated view of a real world exhibit, but what makes this product extraordinary is that the viewer can manipulate their perspective by navigating through the demonstration.

Viewers begin by holding a marker card in front of a computer webcam at a 45-degree angle. Then, by shifting it slightly in any direction, they can pilot their way throughout the display.

Featured at EXHIBITOR2011, MG Design’s AR product gave attendees a unique experience devised from information given by each person as they passed through the exhibit. The display, designed to resemble a mystery board game, used the marker cards to display video content specific to that person’s issue or area of concern.

“Augmented reality works the best when it is tied to reality,” said Ben Olson, director of marketing for MG Design. “If your exhibit is based on demonstrations, then augmented reality can enhance the experience. Your team can demonstrate the products and services that are available at the show and use augmented reality to demonstrate those that are not; whether they are still conceptual or too large to ship.”

This technology outranks visuals like panoramic streaming video because it puts the attendee in control of viewing the product, something Olson says is key for a successful sales pitch.

“A sales representative can see what interests an attendee about a product and can tailor their conversation to such,” said Olson. “An attendee is no longer at the mercy of a long-winded, scripted sales presentation.”

Different markers can also produce diverse imagery, and as the technology develops further, Olson predicts it will become more customized.

“Right now many exhibits incorporate video walls and streaming video,” said Olson. “The exhibitor often shows the attendee what they want them to see. In the future, the attendee is going to continue to have more control over what they view.”

There are several scenarios in which AR can be useful, including as a way to demonstrate a new product that is not developed in time for a showing, as a hook to reel visitors into a booth or when the product’s interactive nature can be used to gather visitor data. All of these applications help the sales staff build experiences with their attendees.

“Creating an augmented reality environment for our clients can immerse prospects in our clients brand and allow an interactive discussion about their product and services that they won’t soon forget,” said Olson.

For a demonstration of the new augmented reality product, print the MG Design marker above and visit www.mgdesign.com/ar. Allow the website to access your webcam and hold up the MG Design marker at a 45 degree angle to the camera. An augmented reality version of MG Designs’ booth at EXHIBITOR2011 will appear on your screen.

  • Superior Logistics

Related Stories

Trending Now

  • Employco
  • Full Circle Events Sidebar Ad