The ever-growing popularity of screen-based technology may mean that companies are turning to social media in an attempt to access their target audience - but with 74% of consumers admitting that face-to-face engagement with branded event marketing experiences made them more likely to purchase the promoted products, it’s no surprise that experiential marketing will continue to be count in 2017.
From promoting a particular product in a sales push to encouraging a wider audience to get on board with your brand, the art of experiential marketing can transform the success of a business.
At The Events Structure, we have years of expertise in designing and creating impactful pop-up events, which is why we’re bringing you our comprehensive guide on how to harness the ‘experiential factor’ at your upcoming event.
So whether you’re an event planner, business owner or brand ambassador, we’ll be giving you all the need-to-knows for creating connections with attendees on the day - so you can build on that all-important sense of brand loyalty.
Target the senses
Whether you’re exhibiting at an event or hosting a high street pop-up, an eye-catching design will undoubtedly contribute to the success of your brand marketing campaign. Conveying your brand identity to passers-by is crucial in engagement marketing, so adorning your stand or exhibition trailer in your logo and brand colours will mean your business is remembered by attendees long after the event.
Increasing the appeal of your exhibit will encourage audience interaction, meaning you can persuade a sense of brand loyalty to even more consumers, and taking a sensory approach means passers-by won’t be able to refuse stopping off at your impactful pop-up. Here’s some ideas to try:
- Touch - enticing attendees to step foot in your exhibition trailer and get up close and personal with the products will mean that they’re unable to resist getting their hands on one of their very own - so make sure that your pop-up is well stocked with all of the promotional products that your customers could wan
- Sight - whether it’s a busy high street or a crowded exhibition space, it’s visually arresting exhibition trailers that will draw passers-by over to see what the fuss is about
- Sound - from using music to command attention to conveying your marketing messages with jingles, adding an auditory level to your event marketing campaign is a great way to intrigue audiences and maximise footfall to your pop-up
Plan live product demonstrations
When it comes to consumers choosing between you and your competitors, it’s the brand who has taken the time to show off the product with a live demonstration who will have the edge. From highlighting the product’s unique selling points to using this opportunity to convey the care and attention that your brand takes from production to the point of sale, ensuring that your pop-up features product demos will make your brand - and its products - seem even more irresistible. As if the demo itself wasn’t enough, facilitating the option for the audience to interact with brand ambassadors during the demo means your team can use their communication skills to boost sales.
Draw attention with interactive displays
The power of sight means that arresting visuals are crucial when it comes to designing an exhibition trailer. From incorporating the logo to choosing a colour scheme that will stand out to passers-by, any successful event marketing campaign should stand out - and with the rise of technology, why not go the extra mile with interactive displays? From touch tables which reveal more about your brand’s background to immersing attendees in your brand with virtual reality headsets, make sure that you demonstrate how up-to-date your brand is by encouraging attendees to get involved with the latest technology on the market.
Make an impact with live entertainment
Whether it’s clothing or consumables, advertising your brand with experiential marketing means the boundaries are limitless when it comes to organising live entertainment. To strike a chord with your target demographic, opt for genres that fit in with the overall brand identity - or if you’re promoting the release of a new product, why not orientate your entertainment to suit its particular marketing message? This slight deviation from your typical branding will prompt passers-by to see why your latest product is so revolutionary - meaning you can attract even more footfall to your pop-up.
Whether it’s finding the right exhibition trailer to suit your campaign or designing an attention-commanding pop-up, there’s no shortage of creative decisions to make when it comes to experiential marketing.
From choosing the trailer to providing staff for the big day, our team’s wealth of experience in event marketing means we can help you every step along the way - so together, we can secure the success of your campaign. 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.