Experiential Trade Show Marketing 101: Here’s What You Should Know
posted Dec 15 2017
As a business, there are a lot of ways in which you can reach out to the audience and communicate what your brand is all about, and what kind of benefits do your products bring along – you can advertise on radio or television, or be going by the latest trends, devise a social media strategy and post shareable content online- either way, you cannot make the audience experience your brand. That’s when experiential trade show marketing comes into the picture – it’s one of those techniques that can actually offer a tangible experience, one where your audience can immerse itself and form a rather memorable and emotional connection with your brand. Intriguing enough?
Here’s what else you should know:
How To Go About It
Go crazy, but keep your brand at the forefront. Yes, the idea is to make the experience as memorable as possible, but if it’s not relevant, people won’t remember it for long. Partner with artists or musicians or anyone and everyone who could help create an experience. Even better, look for creators who are well-known within the demographics that you are trying to target.
The Do’s and Don’ts
Don’t interrupt. Don’t ask them to sample things or even worse, stop them midway to answer your questions. Let your experience do the talking. If the experience you create offers value to the people who pass by it, they’d stop and not just stop, they would participate. On the other hand, if you ask or prompt them to do anything, they won’t, at least not of their own accord. And when they do participate, convey your message loud and clear.
In fact, figure out what you want to say early on. The message need not talk directly about your products and offerings. It could be anything – anything new – novelty sells. If your brand has been meaning to say something for a while, now’s the time. The trick lies in building an experience around your message.
Show Some Respect
People love to interact with a brand when they have the time. It’s important that you respect that. Also, let them be a part of your experience at their preferred location, and not where you want them to be. Call it “you are already there” approach if you may, but if the visitors are already at some place, probably just hanging out, catch up with them right there.
Let The Word Out
Also, they love to share. Let them. Give them reasons to. Create a hashtag, and encourage the participants to share their experiences with their friends, family, and acquaintances on social media. And when the others get to know about it, make it possible for them to jump on the bandwagon and be a part of the experience. Even if there’s no hashtag in place, you could always look for alternate ways to remind people that they did participate in your experience. Nurture your leads, don’t run away from them.
Don’t Shy Away From Novelty
Again, try something new. How about using experiential trade show marketing as a co-branding opportunity. You may not have done it earlier, but there’s always a first time – picking a partner would help you reach out an audience that may otherwise seem difficult to approach. However, make sure that your partner benefits too; the experience has to be a win-win for everyone – you, your co-brand and more importantly, the audience.