EXHIBITORLIVE! 2017 is Over, Now What?

As a 7x exhibitor at ExhibitorLive, we’ve found solace in knowing that this event is still recognized as the trade show industry’s most important event.

Exhibitor 2017

This years event touted numerous exhibit production companies, tchotchke suppliers and shipping/logistic companies, but what excited me the most was the handful of technology providers that are FINALLY starting to bubble up at this event.

Senior global business executives are now starting to realize how fast innovation is taking place. The velocity of technology disruption within the events space is hitting an all time high, and Trade Show Managers are required to start thinking more strategically about technologies that will keep customers connected, engaged, and informed, not only in the trade show space, but more importantly BEYOND.

20170313_140929Augmented reality and virtual reality were prevalent at numerous booths at ExhibitorLive and there was an excitement and collaboration that was shared between these vendors, stopping by each others booths to experience demonstrations and trying new AR wearable’s (Google Hallo Lens), AR devices (Lenovo Phab 2) and VR hardware (Oculus Rift/Samsung). What I learned at ExhibitorLive is that there is a perception that once you’ve tried one AR or VR experience, you’ve tried them all. When in reality, that couldn’t have been further than the truth. Each experience was truly unique and tailored to create an engaging story.buyerschoiceawards

As a winner of the ExhibitorLive Buyers Choice Award for our Kaon AR™ (augmented reality) B2B sales and marketing solution, it was nice to see the growing number of companies recognizing that AR and VR are becoming really valuable in this space to further engage customers.

In response to the exhibit production company that stopped by our booth and said “This technology is REALLY cool! But we don’t want to promote new solutions to our customers, as it competes for our dollars,” I’d say this, ‘evolve or die’. Don’t hide new technologies and innovations away from your customers that will inevitably enhance their overall business. They want YOU to be thought leaders that help them achieve success and make them look like champions within their organizations.

Overall, ExhibitorLive was great! I saw a lot of cool things and now, here I am back at my office, back in the daily grind. So I challenge you to say to your exhibit production company, “now what?”. “How can we use new and innovative technologies to tell our story better? How can we amplify customer engagement in a way that accelerates sales in our booth? How can we extend these engaging customer experiences into the hands of our sales teams? Now what? What’s the next step?”

By Dana Drissel VP, Marketing.

Learn more about Kaon’s solutions at www.kaon.com.

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Kaon Interactive Incorporates Augmented Reality Into 3D Marketing Platform

Kaon Interactive, a business-to-business software company and provider of 3D interactive product marketing applications, has launched new augmented reality (AR) experiences within its High Velocity Marketing Platform, a feature that was recently used by an exhibitor at CES in Las Vegas.

As the first immersive sales and marketing platform available for B2B marketers, Kaon AR integrates interactive, fully scaled 3D product models into real-world business environments, allowing users to interact with virtual representations of physical products and solutions in a more visually engaging way.

Think Pokémon Go, but for B2B product sales and marketing efforts.

Using AR-enabled mobile devices such as Lenovo Phab 2 Pro, users can explore product functions and features, view integrated marketing messages, see the item from any angle, and demonstrate product workflow and process, helping prospective customers develop a deeper understanding of the product, its dimensions and how it fits in their actual workspace.

In addition, the platform allows users to capture photos and videos of 3D models and share them via email with other purchasing influencers.

Along with 3D AR experiences and virtual reality, Kaon’s High Velocity Marketing Platform also provides user analytics, 3D product catalogs, lab configurators, data-driven calculators, CRM integration, social sharing, interactive white boarding and customer text editing tools.

With B2B companies constantly looking for ways to increase sales productivity and marketing effectiveness, it was a natural evolution for Kaon Interactive to integrate AR experiences into its 3D marketing platform to help clients tell their complex stories in a more simplified way, according to Gavin Finn, Kaon president and CEO.

“The effectiveness of marketing and sales experiences are dramatically increased when customers can see your products appear in their actual physical space and can then contextualize the benefits of that solution because they have that clear mental image of how that product fits and works,” Finn said.

He added, “It truly creates an emotional connection with prospects that transcends traditional sales and marketing relationships.”

Within the trade show space, Kaon AR can be used as an engaging and immersive customer experience to help exhibitors educate prospects about their products and solutions while also making a lasting impression.

“At CES the wow factor of demonstrating our cloud systems using augmented reality was amazing,” said Rachel Zerilla, marketing analyst at Seagate Technology and a Kaon Interactive client.

She continued, “Investors, customers, partners and analysts could walk right into the system to explore unique features and visualize it in the physical space at scale. It fit in perfectly as to how we were deploying technology innovation at the event.”

While 3D AR experiences haven’t permeated the trade show world quite yet, Finn believes this kind of immersive technology could soon become more and more prevalent at events.

“Currently (exhibiting) companies are not using AR to communicate their unique business differentiation; they are using it as a video game facade to drive people into their booths,” Finn said.

He continued, “Creating authentic 3D AR experiences for a B2B event is a very specialized high-end user experience that takes time for content creators to develop (but) over the next few months we foresee instances of 3D AR experiences becoming more readably available on larger tablets, making the experience friendlier for the B2B world.”

Original article published on Trade Show Network News.

 

kaon logo

Learn more about Kaon’s offerings at www.kaon.com.

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Experience 3D Augmented Reality/Virtual Reality Demos at EXHIBITORLIVE! 2017

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Create authentic AR and VR experiences that are relevant to real-world B2B environments. Imagine placing a fully scaled digital representation of your product in your customers’ environment OR fully immersing them in a digitally simulated environment (such as a virtual data center or virtual diagnostics lab) so they can truly understand the value proposition in the context of their business environment.

Featured in this year’s New Product Showcase, which highlights new, innovative products introduced at EXHIBITORLIVE, are the Kaon AR and Kaon VR.

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Kaon AR: Virtual reality may be stealing most of the headlines, but augmented-reality systems are no less capable of capturing attendees’ attention. Take the Kaon AR, which leverages Google’s Tango technology platform to combine virtual 3-D objects with real-world environments. Using a Tango-enabled device, such as the Lenovo Phab 2 Pro smartphone, attendees can place a virtual product model in various locations in the physical booth, walk around the model (thanks to stereoscopic cameras and sensors that track a user’s position relative to the digital object), and explore product options, functions, and features via the device’s touchscreen.

Kaon VR: Step into the future with Kaon VR, a virtual-reality program that places users in a simulated environment and enables them to explore and configure digital 3-D product models in real time to meet their unique specifications. For example, an attendee at a medical design and manufacturing show could use Kaon VR to select equipment for his or her surgical suite and place these models, which look and behave just like the actual products, anywhere they wish in the virtual space. Users can even view integrated
marketing messages and product animations. While the product is currently configured to function with Oculus Rift hardware and software, expect additional VR platforms, including HTC Vive and Samsung VR, to be available soon. Watch Kaon VR in action HERE.

Stop by Booth #1666 at EXHIBITORLIVE to experience these 3D Augmented Reality and Virtual Reality product demonstrations!

Contact us today to learn about these exciting new features added to our High Velocity Marketing Platform!

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