The Exhibitor's Resource – Trade Show Marketing Blog

In thinking about the December holidays, we at Exhibit Resources can’t help but notice some parallels to our face-to-face marketing world. Sure, the food, the presents, the carols, the candles and the decorations are a part of what make the holidays so special, but some of the underlying magic behind it all might be the connections we make or strengthen with friends and family during this time.

In fact, the holidays are about fellowship, much like trade shows and other marketing events that bring people together. Another word for fellowship is community, and building a community is the most desired result in marketing. A sense of community leads to deep, long‐lasting, relationships with customers.

So when you’re gathering around the dining room table for the holiday feast, celebrating at one more party or finding a place near the fireplace before exchanging gifts, try and imagine how you’d be able to trade stories, share moments, forge bonds, or develop the sense of community without being there, in person. Perhaps there is something in there to consider when planning next year’s marketing strategy.

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Corporate Special Events are an increasingly effective way to get face time with your target audience. Special events help your staff and your brand take center stage and capture your audience’s undivided attention. Especially in the cacophony of advertising in email, tweets and other media, event marketing is an effective way to stand out, get your message heard, and be memorable.

Some successful types of corporate events include grand openings, open houses, new product launches, dealer meetings and awards ceremonies, just to name a few. The type of event depends on your objective, but as you start the planning process, be sure to think about what your audience will find to be worthwhile. As hosts, of course you will make every effort to ensure your guests enjoy themselves, but also be sure to build in value so that they benefit from their time investment and leave enriched in some way. Often for B2B events, this means that they learned something. For B2C events, it could be the caché of being the first to learn about a new product, or a special offer for your products or services

Partnering with an exhibit and event design agency will help you pull off your event, both from a logistics and planning perspective, as well as an aesthetic one. Exhibit design and planning firms are seasoned professionals accustomed to the rigors of deadlines and coordinating the services of multiple vendors such as caterers, AV, and entertainment. Organizations that already exhibit at trade shows often combine their existing displays from their trade show marketing program with event-specific graphics, rental staging and special lighting. Additional rental display elements and floral decoration tie it all together. Event marketing firms can help you efficiently use what you already own, and incorporate rental properties into the design.

Offering wonderful hospitality is the foundation to a successful event, but take every opportunity at the event to reinforce your brand and message before, during and after the event. If the event is focused on a product launch, consider putting the product line brand out in front of the corporate one, and promote the event as an exclusive “unveiling” or even a “sneak peek” opportunity. Event-only graphics, giveaways or impressions go a long way towards making it a “moment in time” happening not to be missed. That said, there is every reason to broadcast the event afterwards online, in the media and in promotional materials. Get as much mileage out of the event as you can by distributing photos, video clips and press releases immediately.

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