Guest blogger James Barnett is a former Audio Visual Consultant and New Media Graduate researching the evolution of Digital Technologies in niche industries. The article was submitted on behalf of Exhibition Stand Contractors Nimlok who design and supply high-impact custom modular exhibition stands that get your brand noticed on the exhibition show floor

Audio Visual technology played a significant role within major global events of 2012. Both the Democrat and Republican conventions utilized the technology as a vital tool to nominate their leaders. The events were broadcast to millions of Americans and the footage was transmitted to almost every news outlet around the world. With the stakes set so high, a technological failure would have catastrophic consequences– resulting in a failure to communicate a party’s message.

London 2012 also stands out as an Audio Visual spectacle, with the Olympics’ coverage featuring the transmission of the athlete’s performance around the globe as countries celebrated the games. One of the most notable elements of the critical AV coverage was the huge video wall present. Capturing both these events in real-time provides a unique public experience which can influence, enthuse and arouse emotion amongst the world’s population. AV technology is undoubtedly predominant on the global events stage, but it is equally important within smaller exhibitions where the role that digital media takes has undergone a transformation in this industry.

The Guardian’s B2B network recently held a live debate to examine these changes as businesses seek to diversify their customer engagement through interactive AV technologies. The role of the exhibition has been able to extend itself from an exclusive business meeting to a global PR campaign which has social interactivity as an accessible feature integrated into its AV. Digital displays serve as marketing tools for brand exposure and can demonstrate a products potential and encourage audience participation. The digital revolution may have been a famous phrase of the 1990’s yet not all businesses are realising its potential to engage consumers in the exhibitions industry.

Let’s consider the development of Brand Engagement, Social Media and Augmented Reality through the Audio Visual medium and how small exhibitors can leverage this technology to the public.

Brand Engagement

An exhibitor stand can harness a brands power through a digital display and interactive interface. Digital displays provide a contemporary approach to display marketing. Customers are drawn to the exhibitor stand and are subsequently more likely to engage with the stand staff. Web interfaces and interactive flash games can mirror the brands personality and provide a focal point and engagement tool for your stand.

Social Media

Accessing social media through the interface encourages consumers to promote the product which is great brand exposure. Social tools such as Twitter, LinkedIn and Pinterest; should be at the heart of the live marketing strategy and encourage product information to trend. The brands success is dependent upon a genuine consumer relationship and the product excitement can be marketed before, during and after the show. Encourage all audience members to participate.

Augmented Reality

Augmented reality blurs the lines between what is real and computer generated and applications which enhance the customer experience could become the most revolutionary aspect of the exhibitions industry. Exhibitors are currently using smart phone applications to add a dimension to their display, turning them interactive and providing virtual environments within the exhibitor booth.