You’ve done everything right. You’ve chosen the perfect tradeshow location. The engaging speaker with an enticing session description in the program. The email explaining how valuable this will be for potential clients and their business. Only, “build it and they will come,” is not a successful, standalone strategy.
In the age of cluttered media, companies have typically differentiated themselves with the standard, unique selling proposition of price, performance or service. Some have even found ways to incorporate a combination of two, yet still people are three times more likely to go with a brand they have a better relationship with. And experiences have become the container of that relationship.
So how can you create that connection between your brand and your audience? First, break it down by wants of the audience and the brand. Even in a B2B space, your audience is still human and business is personal. Although your end goal of leads plays an important role in your event budget, that personal engagement should rank higher.
Here are some great examples of story-doing and digital immersion:“The experience can no longer be just about storytelling, it’s about story-doing” says Event Marketer Editor and Publisher, Dan Hanover. People no longer want to hear a story; they want to feel they’re a part of the story and as a brand we need to share that story. In doing so, we increase the longevity of the digital+live efforts because the event has now become the content for the rest of the campaign.
Heineken – Soccer Prank
American Express – Walk Like a Pro
Google – Made with Code
A big impact like Heineken’s brand being showcased to hundreds of thousand stadium fans and viewers at home doesn’t require a big budget. It’s about being in the right place, at the right time and with the “wow” idea.