Unique effects reinforce the WOW moment created by the eyecatcher
Generating a unique effect is presumably easier said than done. It is frequently assumed that bigger is better and that more helps more.
But here we really need to think about how an effect can look that makes customers stop in their tracks and experience exactly this WOW effect.
At the moment, everyone is talking about 3D and Virtual Reality (VR) because this is where customers can experience something completely different and immerse themselves in a virtual world. In the world of VR, products can be displayed in a completely new, three-dimensional way. For example, carmakers exploit Virtual Reality in order to display the latest vehicle interiors, brand article manufacturers offer tours through branches and flagship stores, and manufacturers of industrial equipment demonstrate state-of-the-art, large-scale plants within a small space.
VR is a great way of advising customers who are already at the stand, who are already talking to a consultant, or who are extremely open to experiencing new things.
However, Virtual Reality is less suitable as an eyecatcher according to the 6-3-1 rule, as through the required glasses and the lack of long-distance effect the customer does not know what to expect. Apart from that, the virtual world cannot be jointly experienced as only the person who puts on the VR glasses can enter the virtual world.
And this is exactly where holography works so well as an eyecatcher. Holography builds exactly this bridge and combines the advantages of VR with the long-distance effect, an emotional product display, and a sense of community, as holography does not additionally require 3D glasses and the holograms are directly visible for every visitor and guest.
Here you can see an example of the effect.
Why is a hologram so fascinating as an eyecatcher?
Holograms are new, innovative, and most people have only seen them in Hollywood films. However, they have now become reality in a particularly impressive way. The discrepancy between what the eye sees and what the mind is aware of creates the eyecatcher effect and at the same time generates an unusually long attention span, which is a great way of embedding product information or creating a positive image. Although the eye sees what appears to be a real object or effect, such as fire, for example, the brain knows that what it is seeing cannot be real. And it is exactly this effect that automatically generates a long attention span in the observer, resulting in a 2–3-minute hologram being watched from beginning to end by up to 80% of people – an eyecatcher effect that cannot be achieved with a conventional film displayed on a screen.
Quite apart from that, a hologram is highly appealing and therefore excellently suitable not only for presenting complex technical concepts, but is also virtually predestined for displaying high-quality products such as jewelry, perfumes, and similar visually appealing goods. The holographic display makes it possible to additionally emphasize the beauty, the perfection, and the intrinsic value of the products, already making the presentation a sensual experience in itself.
Which sectors are eyecatchers particularly important for?
Eyecatchers are suitable for nearly every sector. Whether industry, mechanical engineering, pharmaceuticals, medical technology, food, telecommunications, automotive, or classical service sectors, the range of possibilities is practically endless. The important thing is that the more product characteristics are not recognizable at first glance, the more important a good eyecatcher is, as it provides time to get into a conversation with the customer or to make the product characteristics comprehensible to the customer directly via the eyecatcher. Particularly suitable for products, processes, and procedures that need a lot of explanation as well as for conventional products that are to be innovatively presented.
If you are looking for an eyecatcher, the hologram is the right magnet for attracting customers.
Regardless of which sector or product, depending on the briefing, the most important thing is to develop an individual eyecatcher for each customer that is exactly right for the customer, the target group, and the environment. This strategy guarantees attention, arouses the interest of potential customers and helps bond with existing customers.
Is an eyecatcher worthwhile?
The eternal question is: How much does a new customer or a new contact cost me and how high is the sales margin? The fact is, even though good eyecatchers such as hologram projections, multitouch terminals, or large touch displays are frequently expensive, due to the increased customer response they usually pay for themselves more quickly than a conventional eyecatcher such as a large exhibit or the 100th screen.
Which level of success can be achieved through the use of unusual eyecatchers?
The feedback with regard to the successful use of eyecatchers is extremely varied. Customers often mention the following points:
- A far higher number of leads generated
- Easy entry into customer dialog for sales personnel
- Longer residence times at the trade fair stand
- Higher sales at POS
- Long attention span of 2–3 minutes
- Long recall factor, long after the presentation is over
- Positive image creation as an innovative company
- High dissemination effect
- Positive customer feedback “. . . I never expected you to come up with something like that . . ., . . . this is brilliant . . ., . . . that’s the first time that I’ve fully understood this point . . .”
Innovative eyecatchers feature a great many advantages that promise to give companies a significant advantage over their competitors and clearly set their products apart from the rest of the market. Innovative eyecatchers attract the undivided attention of potential customers, so that the products presented remain embedded in the memory of the observer for a long time. They also create more contacts, make it easier to enter into a dialog with potential customers and guarantee that more leads are generated.
“It is worth taking the time to find a good eyecatcher – the success and the positive feedback from customers speaks for itself.”