An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a wider view of the trade show display and exhibit space including the entrance to the trade show exhibit space below signage with the brand's logo.
Challenge
At Hannover Messe 2025, Emerson set out to evolve its trade show approach—from showcasing products to capturing actionable insights. With strong messaging and proven demos already in place, the team’s goal was to better understand attendee behavior, refine staff engagement, and quantify booth performance using real data.
Image of theater space at the Emerson exhibit at the 2025 Emerson Hannover trade show. The seating is shaped as clouds, trying the space together with the theme of floor to cloud. An LED screen is featured for presentations in the space.
Solution
STAR deployed a custom sensor-based heat mapping solution, using beacon and IP tracking to analyze foot traffic, dwell time, and demo engagement across multiple zones. Emerson used the resulting data to optimize booth layout, tailor staffing strategies, and elevate the overall visitor experience—on the fly and post-show.
An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a wider view of the trade show display and exhibit space including people entering the trade show exhibit space below signage with the brand's logo.
Result
The strategy paid off. Emerson saw a 40% increase in qualified leads and double the average time on stand for engaged visitors. Staff trained to act on real-time insights drove better interactions, while heatmap data validated booth design decisions and sparked smarter planning for future shows.
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We have used STAR’s heat mapping and customer engagement tracking now for several events. The richness of data and insights collected has helped us to not only understand the sequential path of interest between displays and topics but also identify how to reshape our booths year to year to enhance engagement and time on stand.

Jay Gatz, Vice President, Commercial Execution & Strategy, Emerson Discrete Automation
An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a wider view of the trade show display and exhibit space including tables for meeting and screens that provide details on the product. An image of signage promoting the Emerson booth at the 2025 Hannover Messe trade show outside the venue. An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a wider view of the trade show display and exhibit space including displays with Emerson products. An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a screen displaying the schedule for the theater space within the booth. An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a coffee bar available for attendees in order to expand linger time in the space. An image from the Emerson booth at the 2025 Hannover Messe trade show. This image showcases a backlit display that explains the floor to cloud technology with two display screens providing additional details. An image from the Emerson booth at the 2025 Hannover Messe show. This image showcases some displays with Emerson products that include demo screens to showcase additional information on the products Image of theater space at the Emerson exhibit at the 2025 Emerson Hannover trade show. The seating is shaped as clouds, trying the space together with the theme of floor to cloud.

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