How Experiential Marketing And Trade Show Displays Are Related? - The Trade Group
“Tell me and I forget, teach me and I may remember, involve me and I learn.”-Benjamin Franklin
In recent years, customers have been more interested in having an experience rather than just consuming regular content. To stand out from the crowd, you need to put in effort. Companies that can provide exceptional customer experiences will stand out from the others. Executives are aware of this, and they are increasingly competing based on customer experience. As a result, a growing number of businesses are relying on "experiential marketing" to help customers have those experiences. The trade show industry is no different. People are tired of experiencing the same old and boring trade shows with the same routine interactions between the exhibitor and the attendee. This is probably where the idea of experiential marketing being woven into trade show displays emerged!
What Is Experiential Marketing?
A marketing technique that immerses customers in the product or deepens their involvement is known as experiential marketing. Customers may do more than just buy a product or service; they can have a first-hand encounter with the brand. Memorable and one-of-a-kind events foster emotional ties between a brand and its customers. It is relatively uncommon for experiential marketing to result in increased customer involvement.
5 Ways You Can Use Experiential Marketing In Your Trade Show Displays
1. Involve Your Customers in the Experiential Marketing Process
The idea behind infotainment is that you can entertain and educate people simultaneously. Providing this kind of interaction at your trade show booth will help you leave a lasting impression on the people that come by. For example, are people more likely to remember a car racing simulation game displaying the pace of your service than a leaflet handed out by one of the many exhibitors throughout the day? It is significantly more striking than someone handing out pamphlets and trying to hand out complimentary pens at a trade show exhibit to people. Infotainment doesn't have to be as complex as a video game, however, so think about how simply offering a memorable and educational experience might pique your customers' interest.
2. Offer a Test Drive to Customers
One of the best ways to introduce experiential marketing is to offer a test drive of your product to your customers. For example, as part of one client's trade show presentation, we constructed a race track so that trade show attendees could test drive miniature race carts. Experiential marketing is a terrific way to get people excited about competing against each other. Trade show booths that allow visitors to edit their images with your product or let people pound on your products physically can also be used for this purpose if you don't have an effect that's as exciting as this racing kart.
If you've spent any time on social media in the last decade, you've probably noticed that people are obsessed with images. They adore photographs of unusual places, foods, aesthetics, and just about everything else. But, of course, they also enjoy snapping pictures of themselves for their social media accounts.
One of the best ways of attracting people is by giving them space and a nicely designed booth to click pictures. For example, you could introduce a selfie station, a photo booth or something interesting that prompts your attendees to come forward, click pictures and then finally post them on social media. Encourage your clients and prospects to share selfies and images on Instagram and other social media platforms, along with your unique hashtag, to show their support for your business. In addition, it is usually beneficial to provide a bonus to your customers, such as a giveaway or a discount.
4. Give Them A Chance To Create Something
Experiential marketing does not have to be about tech or hi-fi. The idea is to keep your audience engaged and attract them to your trade show booth. But, of course, there would be many who would want more than tech-related engagement activities. Perhaps something more natural and straightforward. That is when you make use of the more creative ways depending upon the niche of your product to build an experience that helps your attendees create something beautiful! For example, if you are a company that deals with artistic supplies, you can make a self-colouring wall that encourages attendees to pick colours and start colouring! This kind of experiential marketing will help you stand out from the rest of the trade show booths while also staying relevant to your brand voice!
5. Give Customers an Interactive Game That Is Related to Their Product
You may play infotainment games, like the ones we described above. You can also play games relevant to your company's brand, like a Plinko game that allows users to win some of the promotional products you manufacture distribute. For example, a company attended an HR show, and their modest trade show booth drew more visitors than any other display at the show since they adopted an immersive marketing event of this nature. This type of experiential marketing was on brand and got trade fair visitors enthusiastic about the kinds of corporate gifts they would take part in this experiential marketing campaign.
Leave A Lasting Impression
There is a chance that the audience attending a trade show will feel like they have been overburdened with information by the time they have finished roaming around a trade fair. After they've digested the event and everything they've seen, they're likely to remember just a few of the brands they saw.
Give your guests something tangible to remember your event, something that stays close to them even after they leave the trade show displays. You can give away all those visitors who stopped by your booth something valuable and relevant to your brand to ensure they remember you for a long time.
Conclusion
Trade shows are a great way to demonstrate your brand expertise. Attendees want their experience to be worth their time. Experiential marketing can help you achieve just that. With the help of the strategies mentioned above, you can get your hand on some fantastic ways to retain your audience and add value to their time!
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