Why Should You Consider Experiential Marketing at an Expo?
While they are known as “expos” for short, Expositions are known as one of the best vehicles for you and your brand to make an impression. These conferences take over anything from ballrooms, to huge halls, to entire city blocks, with many vendors attempting to sell their product or brand, such as the Dreamforce conference in San Francisco, which is so large that rickshaws are needed! While a simple booth and and backdrop, manned by your best internal sales people might make it easy to take a simple, unexciting route, to us, it seems like an amazing chance to stand out!
The premise of most conferences is to include as many exhibitors as possible. While this is great, albeit overwhelming, for the consumer, it makes it very hard for brands to stick out with the traditional booth and information pamphlets. It also makes it difficult for you to get your information across, because of competition and the general number of people that are often present at these conferences.
With hundreds of vendors and stands, why not consider crafting a unique brand-specific experience for conference attendees? Obviously, your brand will need personable and knowledgeable ambassadors at the booth in order to convey information, but at the end of the day, you need to make sure that you stick out in the minds of passersby. A great way to do this is to engage them through guerilla/experiential marketing tactics! As we’ve mentioned before, it is important that your experience is not only memorable, but true to your brand.
In order to stick out in the mind of the consumer, you have to ask the question: how can I get them to remember my brand at the end of this long, full day? Develop a theme that allows you to connect to your specific audience, because they are more likely to remember how you made them feel and how you excited them, rather than any statistics or data you throw their way. In the words of our CEO and Co-Founder, Michelin Hall, “One study after another continues to show that Millennials especially will not adopt a brand unless they’ve had a personal experience with that brand, or know someone who has.”
Obviously, there are limitations in expositions, because of the sheer number of exhibitors that will be there. Once those limits are set, stretch your creativity. If you have to stick to your individual booth, develop a specific event marketing experience for your audience at your booth that incorporates all the senses, and most importantly enhances their experience of the conference itself! Also, consider what can happen in non-traditional spaces during the conference. Don’t use your booth as a hard limit. What can happen at the entrances and exits of the conference center? Can you create a program for getting attendees from sponsored hotels to and from the exposition? What can creatively be done on the expo floor itself? How would projection mapping, or other media enhance attendee experience and link the back to your brand? How can you partner with expo producers to help them solve challenges they may not have the resources or budget to conquer on their own? The larger and more integrated you think, the greater the results will be!
Need some inspiration? Take a look at our Five Things Not To Forget in Your Next Experiential Campaign! Have you experienced something exciting at an expo? Let us know on Twitter, Facebook, or in the comments!