With much of the B2B events industry dominated by either highly corporate and traditional affairs, many businesses are seeking success by turning to alternative approaches when it comes to their event marketing activities.
Get your audience talking
The possibilities are practically limitless when it comes to engaging with your target audience at an event. Capture their attention through random activities - the more offbeat they are, the more likely you are to grab their attention.
You want to get your target audience engaging with your brand and if that means activities such as group games grab more attention than traditional a presentation or demonstration, so be it. The idea is to break the initial ice between exhibitor and attendee - only once you’ve broken down this barrier and got them engaging with you should you move onto your product or service.
Some businesses have seen success by using games like speed networking, a play on speed dating - getting your attendees talking to each other and talking to your business by throwing a few of your representatives into the mix. This is a perfect example of the offbeat and engaging activities businesses can use to leave a positive impression with their target audience.
Offer refuge
Outdoor events can take advantage of the UK’s unpredictable weather by creating an enticing event space, offering potential customers a place of refuge. Simple offerings like free coffee or lunch can be enough to get people in your space - even if they are only there for a few minutes, it’s enough time for one of your representatives to start a conversation about your product or service.
It pays to be different
The B2B events market is saturated with corporate events, which are generally much the same as each other - leaving plenty of space to stand out against the competition. Avoid blending into the corporate landscape through creative and vibrant branding and imagery in and around your event.
Being informal isn’t necessarily a bad thing and, depending on the tone of your audience, may be a welcome break to attendees who are used to the corporate environment. Dress down your event in order to capture the corporate crowd by providing a warm and welcoming environment - your event venue should reflect this too.
If you need a unique venue for your unique event, the Events Structure offers a wide range of mobile event venues including exhibition trailers, self-drive promotional vehicles and portable event structures. As the UK’s largest single source provider of event trailers, we’ve got something to suit any business needs. Our fully flexible service allows you to choose whether you want to hire a fully managed event trailer, leaving the logistics to us, or drive away with your own portable event venue with a service to suit any budget.
For more information on our temporary event structures including self-drive units, roadshow trailers, mobile showrooms and customised containers get in touch with The Events Structure team today on 0161 821 1010.