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by Dax Callner, Smyle
An exhibit is often the centrepiece of a brand activation strategy at an industry event. It is all some brands spend their money on at a show, though they are wise to use their own marketing channels and sales or marketing teams to promote their presence. But, for companies that can invest further, most industry events will happily sell all kinds of additional opportunities. It’s crucial for an event team to not just ‘order from the menu’: using the event prospectus (provided by organizers) as a single source of truth when making investment decisions. To extend the metaphor, it’s helpful to see who else is in the restaurant, ask others for suggestions on what to order, and, most importantly, talk to the chef. In this case, the chef is the event organizer – they should know the event and audience better than anyone and provide consultative guidance to help develop a strategic plan for the event. Activations outside the booth tend to fall into three key areas: Brand awareness and traffic drivers: For companies that are not market leaders, tactics like event signage and enticements to visit the stand are worth considering. The brand may not be well known, so these sponsorship elements make sense to change that paradigm. Hosted networking: For brands that are market leaders, an investment in hospitality activities may make sense. These give the brand a chance to show love to customers and hot prospects and are less dependent on getting people into the booth. Thought leadership: Speaking opportunities can build awareness and drive traffic to the booth. We hate paying for speaking slots, but paid or not, they can be very effective if you’ve got great speakers. Brands can do many other things to get the word out, from sponsoring digital elements to promotional items given out to all attendees – although it’s important to note that promo gifts are often in direct opposition to sustainability goals. The point is to consider where the brand sits reputationally in the industry, evaluate competitors and how to stand out, and consult with the organizer to make a plan that includes a range of activities, depending on budgets. Whichever route you go down with your brand activation, having a clear brand image and knowledgeable partners will mean you hit the mark. At Smyle, our teams have worldwide experience activating across every sector, from pharma to finance. Get in touch to see how we could work together on your next industry event. |
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Smyle is an award-winning creative agency at the intersection of digital & physical experiences. Smyle’s comprehensive in-house services include digital, physical and hybrid experiences, content, strategy & creative, measurement and sustainability. The agency is committed to creating experiences and stories that make a positive difference to people, brands and planet. Smyle is part of The Smyle Group. To learn more visit: www.smyle.co.uk. |
