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How Can we Apply Augmented and Virtual Reality in Event Management Industry?
Mobility has streamlined administration and event organization to an unprecedented degree. Cloud computing has brought with it scores of apps that make attendee engagement, remote attendance, and information management easier than ever before. And social media has brought with it an entirely new marketing paradigm, one which every event organizer worth their salt must understand.
Imagine if instead of having to manage travel expenses, lodging, and venue management, an organizer only needed to pay for server space. Imagine if they could craft a custom-tailored, virtual event venue that was a perfect fit for their core objective in every way, shape and form. And imagine if all it took to explore that venue was putting on a headset.
1) The Virtual Event
A lot of the VR buzz right now is around sporting events like the Rio Olympics and Super Bowl LI. Live music is also responding well with artists like Lil Wayne supporting the revolution. VR enables remote spectators to experience the event not only as if they were there themselves, but closer to the action than ever before.
The virtual event space also brings with it plenty of opportunity for partnerships and co-branding. A deeper level of immersion can bring a deeper level of engagement.
Orbulus, for example, is a mobile VR app that allows users to explore a wide range of physical venues.
The trend is that more and more events will adopt the VR technology in the near future. A VR experience might replace the physical presence of a keynote speaker. Product demonstration and education are much more effective with immersive VR experience when the attendees can be impressed with a chance to experiment with virtual machines or try on the products.
The potential uses of VR in events are limitless. Organizers will be constantly challenged to deliver new and exciting VR experiences to the more tech-savvy younger generation of attendees. The good news is that VR is getting less expensive as affordable headsets hit the mainstream market. This poses plenty of opportunities for holding unprecedentedly engaging events.
2) Enhancing the Live Event Experience
VR can also be used to enhance the experience for event attendees, as demonstrated by Intel at CES 2017.
RoadtoVR, a website dedicated to VR, created a VR Event Calendar that updates virtual events around the globe, including trade shows, conferences, expos, meetups, social gatherings and so on. The events listed in the calendar are held in 5 major VR venues: AltspaceVR, Convrge, VRChat, JanusVR, and Riftmax.
3) Trade Show and Vendor Experience with a Twist
Vendor demos are more or less intrinsic to trade shows – and many other types of conference. Vendors from all corners of the industry come together to strut their stuff and hawk their wares, hoping to give attendees a reason to make the leap from prospective lead to loyal customer. Virtual reality offers those vendors the opportunity to engage attendees like never before.
A robotics firm could give guests a chance to experiment with a virtual model of their machines. A marketing agency could wow potential clients with a fully-interactive, three-dimensional services pitch. A fashion line could give people the chance to virtually ‘try on’ some of their products through a combination of VR and 3D body mapping.
Imagine if you are holding an automobile exhibition and obviously, there is a limitation in terms of availability of space. The creative usage of Augmented Reality combined with tablet devices and accompanying custom app could help bring a different showroom experience to the automobile exhibition, and make it interactive for the audience. The below video from Volkswagen is a good example of how AR can be used for car showrooms.
Architecture plans, for instance, would no longer need to be pitched in paper or model form; a VR experience could be created to guide people around the completed project in incredible detail.”
4) Immersive Experience at Events
Studies have shown that people are 48% more likely to buy your product if they can try it first. Studies have also shown that customers are four times more likely to advocate your brand to peers if they have had a positive experience with you. It is this quest for positive customer experience that is making brands successful.
Furthermore, a recent survey of 1600 major corporations and organizations by Moderne Communications shows that 84% of marketing managers believe that event and experiential marketing is very important or critical to their organization.
5) VR in Mobile World
Starting with Snapchat’s VR Lite option, all the way up to Samsung’s Gear VR. For event planners, it’s worth remembering that almost everyone has the capability to access some level of VR via their mobile device.
Virtual reality’s most obvious benefit is that it puts prospective clients, including planners, into any physical location—without viewers having to be physically present,” Reads the Smart Meetings Blog. “Businesses are using VR in two major ways: They are handing out inexpensive branded VR headsets to potential clients. These headsets work with smartphones to allow viewers to easily browse the location, destination or event of the headset distributor. The goal of this type of giveaway is to stay at the top of clients’ minds by virtually connecting them to a physical place or experience.”
6) Social Media as a Gateway to VR
As demonstrated by Twitter’s partnership with the Oscars, social media is very much proving to be the gateway for live streamed events. Further illustrating the point, Snapchat also provided a unique view of the Golden Globes via their Spectacles. High profile examples aside, social media also gives control back to the user. For this reason, your event attendees could also provide a VR or gateway to your event via social media. Facilitating this in the right way could prove to be hugely beneficial.
7) Additional Wearables
Why not beat the competition and plan an immersive and captivating experiential marketing campaign or a unique event involving Virtual Reality today?
GEM has a number of creative experiential marketing ideas and exclusive tie-ups with event technology companies for everything from Virtual Reality, mobile apps for events, RFID and NFC wristbands and whole lot more.
Bear in mind that VR and AR solutions are extraordinary options for destination branding in hotels, as well as for events and incentive mechanisms. ARVRtech created an array of solutions in event management so far that created immersive experiences for brands and increased awareness and loyalty of visitors attached to those brands.