A magazine article by Britta John in KOSMETIK International 09.2021

If analog events are not possible, then digital is: during a VR event, the beautician cannot treat her customers, but she can stay in touch with them and surprise them with new ideas.

The coronavirus pandemic means that product presentations and trade fairs can no longer be held on site as face-to-face events. VR events are a fascinating alternative. During a virtual reality event, your customers experience an interactive event - regardless of location. At a VR event, you invite your visitors into purely virtual experience spaces. These can be used to organize trade fairs, hold workshops or meetings or present products. With the help of CGI (computer generated images), simulated experience spaces are created. This can be a 3D conference room, a beauty salon or a virtual showroom. "These rooms can be expanded and customized as required for a virtual tour to create a so-called 'custom world'," explains Fabian Flenker, owner of the creanimation.de design agency in Münster. He specializes in 3D visualizations, films, animations and VR events. It is therefore quite conceivable that you could welcome your customers in a virtual replica of your institute's beauty salon. Alternatively, rooms can also be photographed with 360° cameras and converted into a digital tour.

Easy entry

Using a personal link or access code, you can invite guests, customers and clients to the event and meet them - even live - in the event room, arrange individual tours or answer questions. Groups of visitors are also possible - this promotes exchange and networking. Other guests can simply join a participating group and start a conversation. One advantage of these events is that they are not tied to a specific time or location, allowing you to show your presence and be there for your customers even without physical contact. Visitors also have the opportunity to attend and find out more even after the event has started.

Visitors can take part via PC, laptop or mobile devices. With a VR headset, i.e. virtual reality glasses, or special smartphone glasses, your guests can immerse themselves in the event. For example, 360° views can be projected directly onto the user's glasses and they can change their viewing angle at any time by moving their head. But it also works without, as the participant can also change a perspective with a click of the mouse or button. Even with a smartphone, participation in the event is guaranteed, as many providers enable a 360° view by adjusting the orientation of the mobile device.

Flexible design of the
access is possible

A VR event can be made accessible via a special link or your own website. There are also different models here, for example in the form of a so-called microsite, which, like a conventional trade fair or event, only opens its virtual doors at certain times - or can be visited around the clock and without access restrictions. "The options are flexible," says Fabian Flenker. "Depending on individual requirements, access can also be limited to a few hours, for example. This is ideal if, for example, the host wants to meet and advise certain customers live in the virtual premises."

A warm welcome to you!

Personal contact with the participants is also a connecting element at VR events. That's why your guests are welcomed "personally". The contact person - a so-called avatar - can be designed in a variety of ways, for example using a purchased stock photo, a model or even a representation of yourself, as realistic, moving avatars can be created with a photo. This avatar can then guide customers through the virtual rooms and communicate with visitors.

Wide range of possibilities

Chats, video chats or other levels of communication can be easily integrated. Additional offers such as videos - e.g. tutorials as an e-learning offer or specialist lectures - can be integrated into the virtual event as a webinar or livestream. "State-of-the-art technology makes it possible: recordings in a green screen studio combine several speakers or discussion participants on a stage that does not exist in reality - the individual recordings are simply transferred to the desired 3D environment," says Fabian Flenker, explaining the process. Flyers, banners or downloads are an additional option, as are interactive offers, such as conducting a survey. This allows participants to be directly and actively involved in the event.

We have found that virtual events are also enthusiastically received by non-tech-savvy visitors and are a success factor for addressing customers thanks to the wide range of options. - Fabian Flenker, creanimation.de

It doesn't run by itself

Even at a virtual event, the host must accompany the event. Visitors who are not yet familiar with the new technology may first need a briefing. Others may ask questions that need to be answered in real time - this also requires sufficient manpower. When planning, also consider how many customers you would like to welcome and advise yourself. Make sure you allow enough time for this.

And the cost factor?

The prices for such an online event vary greatly. The costs vary depending on the desired personalization, the scope of the offer and the number of participants . "However, based on the costs incurred for a conventional event, a VR event is usually cheaper and offers more reach," says Fabian Flenker. For example, not only are there no costs for setting up the trade fair, renting rooms, travel and accommodation costs, a virtual event is also more sustainable and therefore more environmentally friendly. With an event of this kind, you also have the opportunity to reach far more interested parties - who can attend your event in the digital world from the comfort of their office or home.

Inspiring event options

Virtually anything is possible in the virtual experience rooms. For product presentations, for example, visitors can go on a discovery tour with a 360° perspective: Visible navigation points encourage them to click on them and participants are given further insights and information about a product, for example, in a quasi-playful way - with additional support from chat or video tools if desired. Product presentations can be rotated, flipped or zoomed and the operation of devices by a visitor avatar can also be simulated. Participants can practice on the virtual model using VR technology without having to be on site. For example, equipment treatments can be simulated or demonstrated in impressive quality.

Britta John is a freelance author and beauty journalist. The long-time author of KOSMETIK international reports on cosmetics, fragrances and fashion - especially in spring and fall in the major trend editions of the trade and consumer press.