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Driving Meaningful Brand Encounters On The Exhibition Floor

by Sarah Chew

Technology has made information more readily accessible and convenient for people to use and is responsible for the biggest disruption across all industries. Consumer preferences and needs gravitate towards more immersive and interactive exhibitions and experiences. Therefore, establishing the right engagement for a more personalized experience is important for brands to provide a unique selling point that goes beyond the exhibition halls.

Tell your brand story

Brands need to think about the exhibition space as an opportunity to create a physical environment that can bring their brand story to life. Especially if they do not have a product or something visually exciting to showcase, they need to consider how to enable visitors to understand what their brand represents and engage them on an emotional level. It is not just about filling the space with the latest technological devices or bombarding them with panels of information. Ultimately, exhibitions are a great channel to tell a story that connects you with your target audience and how your products or services are relevant to them.

Design thinking – It’s more than just aesthetics

A well-designed exhibition stand extends beyond creating a visual impact. Brands need to start thinking from the visitors’ perspective and how their stand is able to address the user’s needs. Design of a booth is critical for any exhibitor, and every little detail counts. They can begin by mapping out a strategic visitor journey when designing the engagement experience. Finding a reliable partner that understands the importance of a successful visitor experience will help you deliver a bespoke solution that finds the balance between functionality and style.

The personal interactions matter

Using various touchpoints is necessary to bring greatest value to the marketing dollar. Beyond selling the product, meaningful and genuine personal interactions will generate conversations which will result in longer dwell time. It is essential to deploy well-trained staff that can build connections with visitors and take cues from the varying levels of visitor interest. Some may be more interested in the technical aspects, service capabilities or simply require a one-to-one sit down engagement to understand the brand.

Going global with your marketing efforts

The influx of exhibitions traditionally held in the west, moving towards Asia has attracted a whole new pool of businesses. The growth of the Asian economy has now opened up more opportunities for the MICE sectors. With the growing number of venues and facilities and positive business environment, Asia has proven itself as a MICE destination choice. Singapore has well positioned itself to be a world-leading venue for new and exciting events and the region’s leading tourism and business hub. Brands can look for a partner to help them create experiences and serve as a launch pad into the region.

Sarah Chew is the executive director of Kingsmen Exhibits Pte Ltd, a leading communication design & production group in Asia Pacific and the Middle East.

This story originally appeared in the July/August issue of Exhibit City News, p. 54. For more pictures and original layout, visit http://issuu.com/exhibitcitynews/docs/ecnflipbook_julyaugust2018_web?e=16962537/62860459


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