Even today, in the digital age, participating in trade fairs is a must for companies. Having your own stand allows you to promote your services and products, as well as providing a unique opportunity for networking.

Participating in commercial events requires time and resources: an investment that can be optimised thanks to new technologies, yielding a tangible return. It is possible to go beyond the classic gadget given as a gift to potential customers, offering instead a memorable and strategic Phygital experience.

In this article, we discuss:

• What is meant by Phygital
• 6 Phygital solutions for commercial events
• The advantages for business
• Our approach

What is meant by Phygital

The term ‘Phygital’ comes from the fusion of the words ‘physical’ and ‘digital’. It is a neologism that describes innovation: it identifies the interaction between the physical and digital worlds, a defining feature of this era. And marketing is turning it into a new frontier.

How does this translate into practice? What tools are available to companies?

6 Phygital solutions for commercial events

Touch Screen Totem – Information and Entertainment

We are used to seeing them in OOH for passive communication, but their true potential lies in interaction. Adding a Touch Screen Totem to your stand means intriguing visitors, allowing them to explore products and services independently. The integrated webcam allows you to create fun experiences, such as a personalised photo booth, capable of making you memorable and generating leads.

Touch Table – Sharing and collaboration

Presenting products and services in a more engaging way is possible. Several people can gather around an interactive table to explore content freely or with guidance. Physical products can be compared with each other, highlighting features and differences in a simple and direct way. Multimedia content such as videos and photo galleries can be scrolled through with a gesture, just like on a smartphone.

A table for multiple interaction possibilities.

See the project for Nexi

Virtual Reality – Guaranteed “wow” effect

Take your audience to another dimension. VR technology can be used for entertainment or educational purposes, and its immersive effect leaves a lasting impression. People wear a headset and are transported to another place that would otherwise be inaccessible. An excellent solution for companies that want to showcase their production or logistics facilities, explain their processes transparently, and communicate their solutions in an innovative way.

Want to learn more about VR?

Find out how MSC has applied it to its business.

Mixed Reality – Fusion between real and virtual

This technology can personalise the surrounding space, enhancing the perceptual experience. It is perfect for marketing activities: it amplifies products, provides additional information and engages the audience. It allows you to save on logistics costs: large physical products can be projected into space in digitised form, without the need to bring them to the trade fair.

What is Mixed Reality and how does it work?

Immerse yourself!

Virtual Tour – Beyond time and space

Showrooms and temporary exhibitions last for a season or an event. It is possible to extend the experience: a Virtual Tour allows you to experience and relive the moment remotely. This engaging tool brings the event to the attention of distant stakeholders.

Are you familiar with all types of Virtual Tours?

Read this article

Meraki

Map and manage your space

Which areas of your showroom are the most visited? Where do people stop most often? Which products attract the most attention? Inspect, improve and evolve: your event is more effective when your space is smart. With the Meraki platform, you can also implement real-time marketing and engagement actions, improving the user experience and increasing sales.

The benefits for your business

1. Memorable events and brands
   Immersive experiences remain etched in the memory for a long time. A high-tech event has a positive impact on brand reputation: the company is perceived as technologically advanced, capable of innovating and evolving.
2. Greater engagement and interaction
   Intriguing and surprising the public is the goal of every company. At trade fairs, this proactive approach allows you to stand out from the competition and supports your marketing objectives.
3. Accelerate the sales process
   Technology speeds up the negotiation process. Immersive experiences that can be enjoyed remotely reduce travel and visits to the company. The company is perceived as transparent and reliable because it is not afraid to expose itself and shares its processes clearly.

Our approach

KeyWe agency is your strategic partner for exploring the potential of the Phygital world. We assist companies in choosing the solution that best suits their marketing objectives. Every solution we develop is carefully crafted and fully customised. We support companies at every stage: if necessary, we also provide on-site technical support for the entire duration of the event.