Business events provide an innovative and exciting way for brands to explore creative face-to-face marketing options - leaving behind tired and traditional methods. By breaking down the barrier between business and consumer, events allow prospective customers to get to know your brand - as well as your team, the driving force behind the business.
The fast-paced world of marketing leaves no room for complacency, and a Quarterly Digital Intelligence Briefing report from earlier this year found that 78% of companies were planning to differentiate themselves through the art of the customer experience.
So if you’re looking for ways to execute a successful event and ensure your brand stays in the minds of attendees long after the big day, we’re bringing you some tips on how to harness the power of event technology to take your brand impact to the next level.
Holograms
When it comes to event design, holograms are one of the most powerful weapons in your engagement arsenal - allowing you to eliminate the divide between your business and your customer base, even if you’re unable to be physically present.
Holographic technology is on trend right now, offering a world of opportunity for businesses looking to mix up their marketing methods and put their brand name on the industry map. On-stage holograms have transformed the business world, providing unique communication channels through which exhibitors can connect with their audience and amplify their event experience.
In recent years, holograms have been used across a range of public platforms - creating a lifelike projection of an artist or speaker in an attempt to increase audience engagement. These dynamic displays also give passers-by the chance to explore your brand’s product in more detail - for example, by ensuring that key brand messaging is running on a continuous loop when team members are away from the exhibition trailer.
Drones
Drones are invaluable gadgets in any event marketer’s toolkit - allowing you to capture and collect information throughout the day. As well as taking pictures, you can also use drones to livestream your event - maximising your brand’s online exposure across a range of social media platforms.
With unmanned technology taking the business world by storm, models like the FLYR1 can capture footage throughout the day - then fly back to you once their batteries begin to run low. In a bid to increase footfall to your exhibition unit, drones can be useful in commanding the attention of passers-by - drawing them over to your stand, where you and your team can then take the reins.
Digital signage
From maximising brand visibility to providing valuable information, digital signage provides a captivating and visually appealing way for you to implement bespoke branding solutions that engage your audience.
Going digital creates yet another platform from which you can showcase your company - and interactive digital signs can really bring your brand identity to life. By immersing attendees in your brand’s overarching message, you can enhance their experience and eliminate any chance of being forgotten once the event is over.
Projection mapping
With brands like Adidas harnessing the power of projection mapping with the Messi campaign implemented on the streets of Barcelona, this form of marketing is a great way to ensure your brand stands out from the crowd - and if you’re holding a pop-up event, this will allow you to expand your reach and guarantee that you are both seen and heard.
This marketing method gives you an opportunity to engage with a wider audience without sacrificing one-on-one time with potential customers - making sure your target demographic has easy access to your brand at all times. By thinking outside the box and experimenting with projection mapping, you’ll be giving your brand an unlimited amount of creative freedom - as well as working to maximise your ROI.
Virtual reality
Earlier this year, Event360 named virtual reality among the top tech trends for businesses and events - arguing that, while it will never replace physical presence, integrating virtual reality into your marketing methods can capture and distribute content in a way that other channels simply can’t compete with.
Virtual reality is where you can really get creative when it comes to building a brand environment. This form of technology allows you to immerse your audience in a fully branded experience and engage all of their senses. By blocking out the world around them, the attendee can focus solely on your brand - giving you a unique opportunity to provide an authentic one-on-one encounter.
Which of these is right for you?
From product launches to pop-up events, there’s no set formula for a successful event - but by taking the wheel and harnessing the power of event technology, you can boost your branding, increase engagement and supersize your ROI.
For more information on our exhibition units including self-drive units, roadshow trailers, customised containers and mobile showrooms, get in touch with The Events Structure team today on 0161 821 1010.