As a marketing or brand manager, you hold the power to recommend and select events and exhibitions that align with your brand strategy. These choices can be a game-changer for your brand’s success, so it is important to take the time to formulate the right approach and plan for success.
General Manager – Marketing and Customer Experience, Lisa Cachia, explains:
‘Selecting the right events or exhibitions to promote your brand is an essential element of any marketing plan. Events and exhibitions are a great way to reach your target audience, with face-to-face opportunities being even more important after the pandemic. They provide the opportunity to increase brand awareness, launch new products, generate leads and drive personal connections”.
We’ve compiled our top five methods to assist you in making the ideal selection that aligns with your goals and ensures your brand continues to make a lasting impact long after the event wraps up.
1. Leverage Research
You’ve built your B2C or B2B brand strategy on a specific set of values, identity and propositions that are unique to your audience. We recommend using this a foundation to start researching your relevant industry tradeshows and events and be sure to read the post-show reports. This will give you a wealth of information such as customer demographics, interests and testimonials through to visitor numbers, sales generated and digital reach. If the event or tradeshow is demonstrating consistent results in boosting visibility, engagement and/or product sales that align with your strategy, then it’s likely a strong indicator to consider purchasing a space at the show.
Check out our 2024 event and tradeshow calendar to help get you started.
2. Product Relevance and Recall
When introducing a new product or service, it’s vital to choose tradeshows and events that align with your industry and the specific offerings you’re presenting. The relevance of the event’s theme or focus can also significantly enhance your brand’s impact and exposure to potential customers. In addition, it can serve as a platform for valuable networking or future partnerships and collaborations which could increase your brand reach beyond expectations. In many industries, you might discover multiple shows that compliment your brand, however, it’s essential to assess these options against your brand metrics to ensure they align perfectly with your objectives.
3. Consistent Brand Messaging and Engagement
Assess the event or exhibition opportunities for omni-channel marketing and how you can align your brand messaging through to the digital space. Consistency in brand identity from the physical to virtual is crucial for brand perception and maximising impact well after the show has concluded. Some events and tradeshows can even offer you the potential for global reach with the opportunity to expand into new markets in both a digital and physical presence. Check out the event’s sponsorship opportunities and sales prospectus too for pre-packaged offers or alternatively propose an activity that aligns with your outcomes to ensure success for your brand.
4. Creating Memorable Brand Experiences
Another consideration is exploring opportunities that prioritise customer-centric or delegate-focused experiences. The term “festivalisation”, is a trend that has gained traction over the past few years and has begun to revolutionise the B2B event and tradeshow landscape. The trend takes inspiration from the B2C approach whereby corporate organisers are empowered to infuse their events with entertainment and excitement that would otherwise be present in a consumer related environment. This approach allows brands to craft immersive experiences that go beyond the conventional setup and provide attendees with unforgettable, interactive moments. The key takeaway here is to consider events that transcend the standard product or tradeshow format and opt for diversity, personalisation, creativity and immersive experiences that will ensure your User-Generated Content (UGC) is buzzing with excitement.
5. Measure Potential ROI against Brand Impact
Be sure to consider not only the costs of participating but also the expected gains in terms of leads, sales and brand exposure. The costs can quickly add up and you’ll need to prove a tangible return on investment for your display strategy. Potential costs can include everything from purchasing your custom space, display designs, travel and accommodation through to forecasted benefits such as the number of leads generated conversion rates and brand recognition metrics. But remember, measuring ROI is not just about cost reduction to meet the budget; it’s about evaluating the potential ROI alongside brand impact. This approach will ensure your investment aligns with your strategic goals and delivers the long-standing brand loyalty benefits.
For more expert advice in making strategic event and tradeshow choices that maximise your brand impact, talk to the team at DisplayWise. We have over 20 years’ experience in the industry to help advise on the best options to achieve your brand objectives and have an intimate understanding of precincts, convention centres and venues nationwide.