Each year companies flock to conferences to make connections and build brand awareness, but in a busy and competitive marketplace, how can you make your brand stand out from the crowd and make a lasting impression?
Events platform, Eventbrite, has recognised that while the UK conference industry is growing, attendees are becoming more and more demanding* so how can conferences and exhibitors ensure they are maximising their return on investment?
Engage your visitors
Conferences can often be dry affairs. Networking and listening to speakers can be motivational but companies should still be looking to engage attendees and fellow exhibitors in other ways. Adding a compelling, interactive element to your stand in the form of participative challenges or games makes delegates stop and focus for a set period of time and gives them a better chance of remembering information afterwards.
Participation makes the event more memorable
The recent move away from traditional forms of advertising and in to experiential marketing highlights that brands that are interacting with their audiences are reaping the rewards. Information is definitely absorbed better if you’ve participated in receiving it! Many conference organisers are looking to the latest technology to live stream talks or to create an app to help delegates become more involved and provide input. Interactive and immersive experiences, however, can engage all of the senses making it even more effective at connecting brands and companies with their customers.
In order for the activity to help increase your brand or company’s memorability, it has to be specific to your business. Branding has a part to play but so does the activity itself. App development is a great way to personalise the conference for attendees but it’s still faceless. By creating a piece of bespoke activity at your stand or in a central location, you can bring your message to life and engage in face-to-face dialogue with customers and peers.
Know your objectives
Conferences are great places to showcase your business and network with like-minded professionals but if you can be specific in what you want to achieve then interactive experiences can certainly help you meet your goals. Launching a new product that people can try out or attracting top talent through immersive challenges are all ways in which you can connect with delegates. With the heightened emphasis on technology and social media at these events, companies can also use this activity to create compelling online content; creating buzz is a priority!
To find out more about our work or for a chat about how we might be able to create a memorable experience for your brand or event, then please get in touch. We’d love to hear from you!
*Source: Bel Booker, The Latest Conference Trends from 9 Industry Insiders.