In the competitive exhibitor circuit, it’s important to stay ahead the curve, with numerous emerging trends and techniques being employed by innovative brands on their road show promotions. Event marketing is all about creating a presence which resonates with your audience, leaving them with a lasting positive impression of your brand which is strong enough to develop them into a potential lead. We’ve compiled some of the latest trends and techniques hot off the events circuit in order to give your next campaign the edge over your competition.
Get Intimate With Your Audience
Flexible event structures give you the luxury of creating intimate spaces in your event. Competitors may be presenting to larger audiences - however, addressing your audience as a whole lacks the personal touch that many potential customers need in order to convert. One fresh approach is to offer one-on-one mini product consultations for those interested in pursuing your offering further. This allows attendees to interact with your product and ask questions, encouraging them to engage further.
Draw In Your Audience
Businesses should understand that their product might not be the most important thing in the world to their potential customers - making it difficult for your audience to get excited. One method being successfully employed at events right now is baiting your audience with additional value. It’s likely that there are many well known and influential figures within your customers’ areas of business. Find out who these key people are and invite them to speak at your event. Their lecture might not be 100% relevant - but if there is a moderate connection with your product, you’ve already got them halfway there. Select your spokesperson carefully, ensuring it’s someone who you know your customers will want to listen to.
Alternative Engagement
There is plenty of marketing talk on driving audience engagement, but traditional methods don’t always perform as well as expected. Many brands are looking to alternative and offbeat ways to drive engagement - or even force it if need be. In order to do this successfully, it’s essential to gauge the tone of your targeted customers - and this tends to work better in less formal environments with forward-thinking clientele.
If you’re including a lecture or talk as part of your event, switch it up by introducing a game as part of the talk. Split your audience into teams, and ask them to complete a task or create a presentation surrounding an aspect of your product or their product needs. This level of participation is invaluable in creating a captive audience and could be the difference between your customers seeing a dry presentation or coming away from your event with a glowing and positive impression of your brand.
Make the ultimate impact at your next event with one of our mobile event structures. 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.