K inetic moving exhibits catch the eye at trade fairs conventions and events in museums and at the point of sale They help explain our ever changing world in a simple hands on manner Moving objects reach our brain quicker than those that are motionless This is of crucial impor tance to exhibitors at trade fairs because what it is critical to draw the attention of the public in a matter of seconds Computer gen erated additional information offers new ed ucation and experience opportunities Filtered consciousness For a long time one of the clichés in market ing was that people make rational decisions Now in the wake of the most recent neuro logical research we know the opposite to be true Every second our senses transmit ap proximately 11 million units of information bits to our brain Our emotions and value systems automatically filter most of them out of our consciousness Perhaps 40 bits that our brain can recall remain in our conscious perception The path to these 40 bits is to ad dress customers by way of emotions Kinetic exhibits increase the duration as well as the intensity of engagement and they extend a visitor s capacity for recall of a topic Museums set an example Many museums set a good example of how this can work To maintain and prolong the interest of visitors museums have reinvented themselves over the last twenty years Instead of the previously motionless exhibits an in teractive landscape appeared in which visi tors actively explore a topic New interactive technologies are at the core of the learning experience consistent with the motto I un derstand what I create High tech installa tions allow visitors to experience complex in terrelations by means of a playful approach Customer loyalty initiative In 2012 Singapore Changi Airport staged the largest kinetic art installation in the world Kinetic Rain It is now admired by thou sands of passengers who pass through the departure hall in Terminal 1 prompting them to linger awhile and to pause Others are also pursuing the same task i e to extend the period of the customer s stay and offer them a brand experience that goes beyond the core product They include the largest casinos in the world many of which are in the Far East In Asia we can now see an actual race for customer attractions of this nature Kinetic installations are attractions and customer loy alty initiatives rolled into one Expanded presentation Data glasses are one of the popular media They enable visitors to enter a brand uni verse that is not physically manifest but im parted only by way of media Hence they permit a representation of product benefits that would not be possible by conventional means Applied to trade fairs this technolo gy allows the exhibitor to expand a small booth space exponentially by virtual means without paying extra in booth rent and to present his entire product portfolio Or to have the participants in a medical congress take a virtual tour of the human body and explore it internally In general an emotional experience in which a person is an active participant and which addresses as many senses as possible is more powerfully re tained by the target audience Automotive insights The technology offers many options as an example from the automotive sector goes to show MKT AG fabricated medially extended telescopes for Audi enabling the observer to retrieve information on a location or object A camera integrated within the instrument films the physical surroundings displaying them in real time on the screen at the top of the telescope This gives observers the im pression that they are looking at their sur roundings through the instrument while they are actually viewing a camera image on screen The image can be expanded to incor porate short texts audio additional images or video clips by means of controls on the handle Thus the dynamics of a location can be depicted or objects brought to life Means to an end Despite all the enthusiasm technology is not self serving but always a means to an end The first step therefore always lies in an swering questions such as Which message is to be communicated and what is its objec tive What is the target group like and to what degree is it new technology savvy In the field of trade fairs and conventions this is often easy to answer as the professions and industry sectors represented there are most ly homogeneous 33TradeFairs Internation al 3 4 2015 Expert Axel Haschkamp CEO MKT AG Olching near Munich Contact info mkt ag de What use are kinetic exhibits at fairs and congresses Vorbild Museum Anstelle der frühe ren unbewegten Exponate trat eine interaktive Land schaft in der die Gäste ein Thema aktiv erkunden Trailblazing mu seums Instead of the previously motion less exhibits an interactive landsca pe appeared in which visitors active ly explore a topic Ph ot o M KT

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