Abstract image of an industrial fair

Make a lasting impression with 3D visuals at industry events

Attending trade fairs and business events means investmening large amounts of time and money, and it is important to define well the objectives we pursue when attending. In addition to preparing the stand, visual communication asks for special attention. The graphic material of our company helps us generate a positive brand image and convey the advantages of our products, and if it contains 3D visualizations it will be significantly more engaging and compelling.

When attending a trade show or business event, the goal is to present our products or services and effectively capture the attention of our target audience. Yes, we all know this and it's easy to say…but how can we achieve it in such a competitive environment where hundreds of companies are trying to do the same? And where not all companies have the same resources or ability to bring that 5-meter lathe to the show (which adds to the budget the transportation and also greater space needs at the event).

One way to stand out is by using high-quality 3D content in our show stand. It is a very versatile and economical solution, which presents less risk and is an investment that can be reused in other channels & events. 3D renders, images and animations are a very effective tool to communicate and show products in a more impactful and effective way than conventional product photos and corporate videos. They also represent a significant reduction in risk and cost associated with the presentation of real product samples, especially in industrial environments such as machinery and tool trade fairs.

Continuing with the example of the 5-meter lathe, if you sell this type of machinery, you may transport it to one or two fairs, probably well-known fairs where you already have experience, and which are close to your factory. But if, for example, you go to a new fair abroad, an alternative to the expensive transportation and exhibition of the lathe could be to rent monitors and show 3D images and animated videos of your machine, without having to take it there. Tablets, augmented reality, and even interactive models can greatly help your customer perceive the lathe almost as if they had it in front of them.

Here we summarize examples of graphic material and other strategies that companies use in their commercial stands and product presentations, and how 3D visualization complements them.

Keeping an eye on commercial objectives and budget for a trade show

Preparing for an industrial or business trade show is a process that requires time and dedication in order to achieve the desired success.

  1. To start with, it's essential to have a detailed plan that includes well-defined measurable objectives, as well as a suitable budget for planning and executing the stand.
  2. It's also crucial to research and choose the right fair for your company, considering the visitor and exhibitor profiles.
  3. Once the fair is selected, it's fundamental to define the company's image and message to create a personalized and attractive stand in a good location with good signage.
  4. Additionally, it's critical to prepare marketing materials such as catalogs, brochures, and business cards. Finally, you should organize meetings and events to maximize visitor engagement and establish contacts with potential customers and suppliers.

Effective planning and execution of these key actions are essential to succeed in a trade fair and make the most of the business opportunities that may arise.

What's your goal?

Attending a business event or trade show can be a great opportunity to boost sales, strengthen existing relationships, and increase brand visibility. But what are the business objectives to consider when attending an event or trade show? These may vary depending on your business and specific goals, but some common objectives include generating qualified leads, closing sales, presenting new products or services, establishing strategic alliances, learning about the competition and their offerings, and obtaining feedback on your products & services. It is important to have a clear understanding of your business objectives before attending an event or trade show, so you can plan your strategy and maximize the return on the time and money investment you are making.

If you sell lathes, your main goal may be to sell 3 machines at the trade show itself, or, knowing your customers and your long sales cycles, it could be to generate 5 qualified leads. Depending on one goal or the other, the budget that your company will allocate for the fair will surely vary.

Stay grounded: realistic event budgeting

If you have prepared before for an industrial fair or business event for your company, you might already be familiar with all the factors to consider when preparing the budget. Costs will vary greatly depending on the type of event, duration, and location, but here are some common costs to consider:

  1. Registration and exhibition space: this will vary depending on the size of the space and location.
  2. Design and assembly of the stand: having an attractive and well-designed booth can make the difference between standing out or going unnoticed at the fair. Define the furniture, screens, and other elements that your booth will contain.
  3. Logistics and transportation: from shipping materials and products to the fair, to the costs of storage and assembly at the booth, it is important to consider transportation and logistics costs.
  4. Staffing costs: make sure to have enough staff at your show stand and to consider the costs associated with accommodation and food.
  5. Graphic and promotional materials: these include all promotional materials that will be used at the booth. We will detail this further, as it will be key in communicating our product or service.

Enhance your marketing materials with 3D visualization

When preparing for a business event or industrial fair, companies often create materials to present and capture the attention of the public and stand out among competitors. Some of the most common materials are business cards, brochures, catalogs, and videos. Below, we'll explore some of these materials and provide ideas on how to improve them using 3D visualization of your products.

Business cards and brochures still work

Business cards and brochures are classic elements in business events and industrial fairs. They allow companies to provide concise information about their products or services, visually showcase their brand, and hopefully leave a lasting impression.

Adding 3D images and virtual models to your business cards and brochures can make a significant difference.

How 3D visuals improve business cards & brochures

Catalogs, useful but costly

Catalogs are a useful tool for presenting a large number of products in an organized and detailed way. They usually include technical information, photographs, prices, and other relevant details for customers. However, they are often only useful when the customer is already interested in your product and understands it well. On top, their printing cost is high resulting on a reduced reach.

How 3D visuals improve catalogs

Real samples and models can make a difference

Samples are an effective way to show the quality and features. In some cases, companies bring physical samples of their products to the fair so that visitors can see them, touch them, and put them into operation. However, it is not always an option. In the case of machinery and equipment, transporting real samples of our products is very expensive. And if we manufacture on demand or are presenting a product in development, we may not even have this option.

How 3D enables you to show all your products in a realistic and interactive way

Videos, videos, videos everywhere

When navigating trade shows, it's common to find a screen with a muted corporate video, drone views of the facilities, and interviews of the company's directors and employees.

Corporate videos present the company, its history and services, but they are not always the ideal format for communication. They fit well on a website or social media, where the user can listen to the audio and watch the full video comfortably. But certainly, they are not a good solution as commercial support in fairs and events.

The sound is often inaudible, they are too long to watch standing up, and they show too many things that are not relevant to the visitor or audicence. In other words, if your facilities are indeed a key aspect and what you want to show, a corporate video could be a useful tool to display them, but in general, it's not enough to capture visitors' attention or convey the value and characteristics of your products.

If your goal is to showcase your products, generate interest in potential clients, and convey information clearly and attractively, 3D product videos will be key in your visual communication.

How 3D product videos communicate effectively

3D Renders and product videos to capture your customers' attention

Companies often prepare a combination of the graphic materials we have just discussed to present their company & productss at an industrial fair. They must be tailored to the specific needs and objectives of each event and target audience. It is important to note that, although most companies present corporate videos at their stands, these are often ineffective.

On the other hand, 3D visual content is a sales support that engages visitors and helps them better understand the products we offer. Even when we are busy or not at the stand, 3D images can bring our message to visitors in an easy to understand and impactufl way.

It is important to consider that it is not just about having 3D images, but about having quality content that shows our products realistically and attractively. Good 3D content is an investment that will allow us to differentiate ourselves from other stands and companies, help us capture the attention of visitors and increase our sales.

In summary, if we want to stand out at a business fair or event, it is not enough to just attend and have a stand. We must use all the tools available to engage visitors and effectively showcase our products. Quality 3D visual content is one of those tools that will allow us to impact and stand out in such a competitive environment as a trade show. At Despunte, we specialize in generating 3D content for communication of technological, industrial, and scientific products. We work for a wide variety of sectors, so contact us and tell us more about your idea so that we can send you a budget tailored to your project's communication needs.