Why did Medica exhibitors opt for virtual booths?
The pandemic took a heavy toll on even the most established trade shows, and Medica was no exception. The international trade fair for medical technology, which has attracted professionals for over 40 years, was canceled in 2020 and struggled to regain its footing in 2021, when it barely achieved 60% of 2019 attendance rates. The Dusseldorf location was almost empty from day two onwards, and the most notable absences were those of Asian and US participants, caused by travel restrictions and concerns over the new variant.
The lukewarm reception of post-pandemic trade shows led many exhibitors to seek additional marketing solutions or even rethink their strategy altogether and switch to digital showrooms, which are digital twins of physical trade show booths. Our team was happy to assist several Medica exhibitors with personalized VR tours that helped them expand their reach outside the trade show and boost client acquisition with minimal investments.
AddVideos took on the challenge to create 360 virtual reality tours for our clients Hänsler Medical and Huntleigh and we believe that the results perfectly showcase the power and versatility of virtual showrooms. The panoramic images were shot at the Medica trade show in Dusseldorf, using special 360-cameras, which were later edited and improved to highlight desired products or remove confidential areas. Real-time animations were integrated as virtual reality, and the digital showroom also features videos and links to the exhibitors’ social media pages.
For Hänsler Medical, we also modeled one of their key products into a real-time animation so that visitors could get a better understanding of its key features.
The animation - which you can explore here - is fully interactive: the user can open it to see the product components, rotate them, or view them separately in detail, as if they were at the booth in person.
How did our clients use virtual booths?
Virtual showrooms, or VR tours, are immersive 360 tours that work as digital twins to physical trade show booths. For Medica exhibitors, they’re a smart way for businesses to extend the lifespan of their physical booths and thus optimize their investment.
Virtual showrooms can be easily integrated into your website and any other marketing & communication channels and they are live 24/7, 365 days a year. As opposed to brick-and-mortar exhibit booths, which are no longer available once the trade show is over, the exhibitors’ digitized exhibit booth can then be promoted on their website and social media, and leveraged with clients easily through conference calls. Virtual guests from all over the world can interact with them, which is a major plus in a post-pandemic landscape. Thus, participating exhibitors can still keep in touch with potential clients who couldn’t attend the trade show, which equals more engagement and sales opportunities.
Better yet, the panoramic tours can easily be integrated with future events. This way, exhibitors gain a maximum return on investment.