These are only a few of the many questions businesses have to evaluate before even stepping foot on the conference floor. However, once they commit to activating at a conference, one of the most important questions many companies wrestle with is: how will their conference booth stand out from the hundreds of others next to them?
In other words, how will they make their presence memorable? These four strategies will help field marketers plan a successful on-site activation that will lure in new potential customers and re-engage old ones in an innovative and unforgettable way.
It sounds simple, right? Well, it’s not always that easy. Many companies are focused on just getting to the conference and making sure they have some sort of brand presence on-site.
But to truly extract value from your conference activation, it is important to make sure your booth is inviting and also has a “hands on” element that can be personalized for potential customers.
Here are a few ways to accomplish that:
There are so many ways to stand out.
Conference attendee research shows that “only 34% of attendees said they were very satisfied with their experience at exhibitions they visited.” Attendees are craving experiences at booths. Consider how your company can provide a unique one.
Picking the right item to give away at conferences is a major decision—perhaps just as important as your conference booth experience. Why so? The item will serve as a trigger that will remind the potential customer of your brand when they see it.
On a busy conference room floor, this will facilitate the buzz that can build from happy consumers who are excited to have scored a sought-after promo item. At ExhibitorLive 2019, we gave away EventGeek branded socks, which turned out to be really effective.
When selecting your promo items, consider the following:
With the right promotional item, you can integrate your brand into your prospects’ day-to-day life.
In addition to engaging your consumers face-to-face at your booth, consider how to set up a digital campaign that will complement your ground efforts.
Let’s face it. Consumers visit a lot of booths and talk to so many different companies at these events. Statistics show that the average prospect will spend close to 9 hours on the show room floor at some conferences. You can’t rely on your booth alone to ensure your messaging stays top-of-mind for your consumer.
That’s why you need a digital strategy to drive traffic to your booth and create opportunities to build upon the brand awareness you have established on-site. Here are a few strategies to deploy:
It’s important to use the same messaging on your conference booth, promotional items, marketing collateral and digital campaigns in order to weave all of your tactics together into one seamless narrative and strategy.
You should approach your conference booth activation as an integrated, omni-channel marketing campaign—one that engages prospects in-person at the event and in their daily life through your promo item and digital campaigns.
By keeping these strategies in mind, you can execute an engaging, memorable and impactful presence at your next event.
Update: Santa Fe, N.M. – Aug 3, 2020 – Event management platform EventGeek relaunched today under the new name Circa, with an updated mission as the first and only event management platform built to help marketing teams adapt strategy and skills to succeed in the new world of virtual and hybrid events. While EventGeek was originally designed to help marketers coordinate logistics for dozens or even hundreds of in-person events, Circa adds virtual event measurement capabilities, ensuring that enterprise marketing and sales teams can adapt existing event programs effectively and unify engagement data across all their events, whether they are hosting or sponsoring an event, and whether events are in-person, virtual or hybrid.
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