Trade Show Experiences

Trade shows compress a year of selling into three days, so the digital pieces have to do three jobs at once: stop people, explain something complex quickly, and turn the conversation into a qualified lead. These four are representative.

For Emerson Climate Technologies, a kiosk packaged the entire compressor line into one experience, each product with an interactive 3D CAD model, text, video and animation. For Avery Dennison, a digital twin of the physical booth trained the sales team before the show, then went public and scored every piece of content a visitor touched to qualify them as a lead before handing them to Salesforce, with multilingual content, social sharing and live chat with sales. The Cooper Tire and Colfax pieces brought the same thinking to a tyre launch and a virtual show for fluid-handling customers who could not travel.