How Multi-sensory & Influencer-driven Engagement Are Transforming Exhibitions

Exhibitions are evolving into immersive, multi-sensory experiences, transforming traditional showcases into dynamic, interactive environments. By engaging all senses, these exhibitions captivate audiences, creating memorable and impactful experiences. A key element in this evolution is the collaboration with influencers, who bring their unique perspectives and vast followings to the table. These partnerships not only amplify the reach of the exhibitions but also infuse them with contemporary relevance and appeal. Influencers curate and share their experiences, attracting diverse audiences and fostering deeper connections.

Everything Experiential spoke to industry experts to delve further into these trends.

Evolving into multi-sensory experiences

With everyone using run-of-the-mill ideas to get onto that path, brands need to find ways to stand out in making their exhibit multi-sensory yet unique. 

Subir Majumdar, Chief Creative Officer, Shobiz understands that personalisation is indeed a key differentiator in today's marketing landscape. It involves tailoring experiences, messages, and interactions to resonate deeply with individual preferences and behaviours. Technology and innovation are crucial in enhancing creativity and delivering personalized experiences that captivate audiences.

“Central to effective branding is how the brand story is communicated. Crafting a compelling narrative that aligns with the brand's values and resonates emotionally with the audience is essential. This storytelling approach goes beyond conveying information; it creates a memorable impression and fosters a lasting connection with consumers,” points out Majumdar.

Vidya Alva, COO, Percept Ice cites an instance. Percept Ice created a Havells Grooming line salon cum booth at the Sunburn festival which attracted multiples of the Sunburn audience to engage with the brand over the three days of the festival in Goa and created content that went viral generating the ROI that the brand was seeking. She understands this as a classic example of creating Instagrammable corners that urge visitors to click selfies or photographs and offer them via virtual entertainment. “Create surprise visual arrangements that reverberate with your brand’s image, while smartly augmenting your booth’s space past the exhibition stand’s actual limits.”

She believes that brands must attract visitors with smart components that cultivate curiosity and commitment. Expanded reality AR, augmented reality VR, touchscreens, and intuitive games offer vibrant brand-consumer encounters that keep guests engaged, interested and wanting more. 

Kumar Razdan, Vice President, Nesco, too, thinks that tech is surely playing a big role but he also views it to be overwhelming for the brands as well as the visitors if not implemented wisely. Creating experiences for attendees, by using virtual reality (VR), and augmented reality (AR) enhances the events, and makes them more interactive and appealing. 

Alva states a few ways to get this right. “Integrate on-screen item demos, use AR presentations to offer virtual item encounters, and set state-of-the-art contraptions that communicate your brand’s unique and pioneering DNA. Creating eye-catching signage with punchy trademarks, and reactive inquiry boards, furnish a comfy corner with open seating that creates a feeling of bonhomie, banter, and a relaxed casual setting to set your brand and booth apart.”

Putting these into practice, Percept Ice has created the latest tech innovation called the ‘Immersive Corner’ which is now strategically used by its clients to exhibit real-time experience of their products in a space as limited as 8’ x 8’. The content is mapped on the existing booth walls and it gives the visitor a complete walk-through of the product and its experience. The technology is easy to use, intuitive and gesture-based depending on the requirement. 

“Add to all this, the power of being able to metricise the audience data which will be what every organiser and brand wants. So we will see more and more of them being used in exhibitions,” Razdan adds.

Role of Influencers, creators and social media 

With the increasing effect of influencers, creators and social media, the role of these are transforming exhibitions too. They are the key drivers of messaging for any brand that has a D2C or B2C approach. They play a crucial role as third-party endorsers vital for any brand’s survival and growth. They possess the ability to reach and raise awareness within communities that are often unreachable through traditional marketing channels. 

Influencers play a critical role in today's digital age, serving as hubs where communities converge and engage in meaningful conversations. They facilitate not only content creation and authentic endorsements but also bridge the gap between the human and digital worlds. As this platform continues to evolve, it will remain pivotal in fostering connections and driving innovation in the digital landscape for the exhibitions business.

Influencers significantly impact the way exhibitions are marketed. “To begin with, a decade back an organiser would draw his marketing budgets it would be focussed mostly on traditional media but now the social media and influencer spends could be as high as 30-40 per cent of the total marketing budgets. 

Secondly, influencers don’t just come from metros but also small cities and towns, and when they endorse and amplify events and exhibitions it adds more credibility to the exhibitions as the brands is able to tap into wider audiences and larger geographies,” says Razdan. 

Influencer marketing can bring the required reach, relevance, and resonance that is needed for a prospect to become a visitor. “Engaging influential individuals who command the attention of, and maintain high levels of engagement with, your targeted exhibition audience is a smart strategy to create pre-event mass awareness, buzz and desire while ensuring footfalls at the event, and post-event word-of-mouth publicity,” brings out Alva.

For example, Percept Ice managed the India re-launch of the brand Gap. During its country-wide launch, integrations with influencers and creators were planned at every touch point right from store previews, to special influence meet events at off-beat venues with curated setups for brand-relevant content to be created and amplified. Says Alva, “At city launches celebrities like Guru Randhawa were roped in for Mumbai and Anupama Parmeswaran for Hyderabad, which created the right noise in the market about the iconic brand re-entering the market.” 

Collaborating with influencers and content creators to develop a mutually beneficial, rather than transactional, relationship will yield greater results for any exhibition. This is also helpful in cultivating a long-term relationship rather than a one-off engagement with the influencer, thus extending them to be brand custodians. Influencers and creators can curate customised creative content, including blogging on their site, writing for social media channels, or developing other types of creative communication. 

Majumdar comprehends, “With their dedicated follower bases, influencers and creators act as influential figures, earning the trust and faith of their followers. This trust translates into impactful endorsements of products and services, driving significant sales outcomes. Additionally, well-managed social media profiles are instrumental in forming convictions that ultimately translate into consumer decisions.”

Social media offers great opportunities to build hype before the show, attract ideal buyers with targeted ads and content, and develop strategic partnerships with other exhibitors for cross-promotions. Visitors also get a chance to get a sneak peek into what will be featured in the exhibition, and a real-time engagement between attendees and exhibitors. Organisers can also give targeted attendees exclusive early insider access, enhance their on-site experience via virtual social media interaction, and network with them for continued business well after the exhibition is complete.

Additional smart brand tactics include creating a hashtag for your exhibition/brand for social media posts, and encouraging your existing followers to use the hashtag with incentives like hampers, special discounts and gift coupons.

Streaming live videos during the trade show helps to drive further engagement, virality and footfalls. Live feeds build authenticity and accessibility for audiences, who get to see an unfiltered view of the exhibition. They can engage via real-time comments and viewing numbers to signal a wider interest.

Exhibitions can also employ social media for post-event metrics to evaluate the goals accomplished such as website footfalls, content engagement, leads captured, sales won, partnerships created, pain points, influencers, and trends, all of which can be leveraged going forward. 

This fusion of sensory engagement and influencer collaboration marks a new era in the exhibition world, blending art, technology, and social media.

Neha Kalra

BW Reporters She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.