Are you a great exhibitionist?
Steve Prior
Managing Partner at Engage | Marketing and Communications for Defence, Engineering and Technology
A visit to Space-Comm this week illustrated once again the challenge faced by exhibitors in the defence and aerospace sector. If you make cars, then Motor Shows – from Geneva to the Goodwood Festival of Speed – are a relatively simple affair. You make cars, you exhibit them. Aside from deciding on the colour and lighting, what else is there to see?
But for those in our industries – defence, security, aerospace – the challenge is that much harder. Some platforms can be shown, for sure. Those that fit on a stand allow audiences to quite literally kick the tyres, or tracks, or play with the controls.
For new concepts or technologies that remain unseen, however, it's much more challenging than that.
I was impressed by Rolls-Royce’s great use of film and large-scale model to demonstrate how they’ll power future life in space. And BAE Systems’ use of smaller scale satellite models and interactive touchscreen offered a pleasingly simple insight into their new Azalea satellite cluster.
Elsewhere, however, the quality of exhibitions and display was at best mixed. And that seemed to me an immense shame. Not only is the floorspace expensive, but there’s only one opportunity to make a great first impression.
When a technology cannot be ‘seen to be believed’, a large format graphic in an era where we’re all carrying cinemas in our pockets and cases, just doesn’t cut it.
So, with Farnborough International Airshow on the horizon, here are a handful of ways to get a complex message across simply, effectively and with an eye to future usage beyond the exhibition stand:
1.????? Projection mapping
When Lockheed Martin wanted to showcase the F-35 at the new Immersive Carrier Experience at the Fleet Air Arm Museum, we created an engaging permanent story using projection mapping, models and animation.
2.????? CGI Animation
When BAE Systems wanted to demonstrate the potential for Laser Directed Energy Weapons, but the technology wasn’t available to view, we storyboarded and created this simple but engaging CGI vignette.
3.????? Explainer Film
When Harland & Wolff wanted to illustrate how they would build the Royal Navy’s Future Solid Support vessels, we visited the shipyards and then created this punchy explainer film.
4.????? Interactive Demos
When the team behind BAE Systems NetVIPR wanted to educate audiences about the networking product’s immense capabilities, we created this dynamic interactive.
5.????? Infographics
When Leidos needed to explain their range of Tactical Data Link products, we created an interactive infographic, as well as a really different kind of introductory overview.
6.????? Emotive Brand Films
You can always use the space on your stand to create a ‘mini theatre’ or ‘mini cinema’. If you do, why not treat your audience to a gem like this documentary we created for Lockheed Martin which never fails to bring a little grit to the eye of navy aviators.
7.????? The Unexpected and Frankly Unbelievable Experience
Finally, don’t be limited by anything but your imagination. We weren’t when we created the world’s first corporate digital puppet.
We’re in one of the most exciting industries at one of the most pivotal moments in history.
The dangers have never been more obvious, the threats never greater nor more asymmetric. Don’t we owe it to ourselves to reflect this in the way we represent our incredible array of solutions to keep the world a safer place? After all, we can all be great exhibitionists now.