It’s time for honesty (always) but especially now: the majority of people in the industry are not following a trade show success framework that allows them to stand out and create an IMMERSIVE experience.
There you have it, we said it. Don’t shoot the messenger. I know a lot of people are trying to create experiences. But there’s a huge difference between “I went to this event” and “I just experienced something.” Too many marketers rush the process and don’t consider their intent when planning their event strategy.
When an event becomes something we experience without thinking and want to end, that’s when you know you’ve failed. You’re not going to resonate with your customer because they understand that all you want to do is leave. Why waste time on a booth that already feels like a waste of time?
But here’s the thing: Everyone wants to create engaging and meaningful brand experiences, and there are plenty of ideas for how to do it. So why isn’t everyone doing it?
Honestly, it’s hard work. You have to implement a process, create the foundation, really make sure that you’re creating exceptional brand experiences.
That’s how we came up with the 5-step framework for a successful trade show. People needed a roadmap and we had all the tools at our disposal, so we came up with it.
#1: The why
Understanding the “why” of an event or trade show is the first critical step in framing a trade show to effectively engage customers and achieve your business goals. Knowing the intent and purpose allows you to better tailor the experience to the right group, whether they’re exhibitors attending a trade show or event sponsors creating your own activations. Without knowing the “why,” events fail, leaving attendees and sponsors unsatisfied and unable to achieve their goals. When the purpose is defined, everyone involved can maximize the potential of their time together.
#2: The customer
At the heart of any brand experience is the customer. Why? It’s simple: customers are the ones interacting with the product, service, and brand as a whole. So understanding who they are, what their wants and needs are, and how you can help them create a successful experience is essential.
To ensure your customers have the best possible interactions with your business, it’s essential to understand what their needs are so that you can adequately meet them. This means getting inside the customer’s head and asking them why they came to your trade show or event; what goals are they hoping to achieve? Keeping these questions in mind will help you focus on creating an experience that meets all of their desires. You can measure current customer relationships by tracking how they’re changing over time and asking for direct feedback. It’s all about ensuring that your customers always come first.
#3 The Brand
Trade shows and similar events can be the difference between a brand and its competitors. The key to success lies in being able to differentiate yourself from the competition. Defining your brand positioning without being too generic can be a real challenge for many businesses. Understanding your audience’s point of view is essential. However, you should not oversell the product or compare it to your competitors. Focus on highlighting the brand’s strengths and core competencies. To ensure success, take the time to understand what makes the brand unique and express it confidently.
A brand’s ability to create meaningful connections with its customers relies on the strength of its value proposition. Crafting the ideal value proposition requires precision in 10 words or less; it should be unique, catchy, and vivid so that the customer can easily recognize the brand and product. To hold their attention, the message should ask an intriguing question that encourages deeper engagement. Visual and digital illustrations should reflect the brand’s motivations and mission to create a cohesive logo.
Building true brand loyalty takes time, but having a targeted strategy in place from the beginning will help reduce friction throughout the journey. Understanding the segments your brand targets and developing the right messaging are key to earning your customers’ trust. Powerful brands know how to connect with their customers through meaningful exchanges inspired by the fact that both parties share similar values and interests – after all, it’s always about building relationships!
#4 The engagement
After taking the time to understand your customer, their intentions, and your brand values, engagement should be the next priority. For engagement to be successful, you need to know how customers want to interact with your business—it’s all about the personal touch! Interactive trade show displays, in-store demos, and social media engagement are all great ways to spark conversation between customers and a business. And when designed with thought and care, brand experiences can create an emotional connection with customers that they won’t soon forget, leading to effective and high engagement.
#5 Goals and objectives
Setting goals for your brand experience is essential to getting the best return on investment. Setting goals will provide a clear overview of the results you want to achieve, while objectives will outline the concrete steps you need to take to achieve those goals. Your goals should be both realistic and ambitious—they’re essential to defining success. When both are defined, it’s easy to measure progress and ensure your entire team is working toward the same outcome. Setting measurable goals lays the foundation for an effective and profitable brand experience.
By following our 5-part framework for trade show success, you should be able to create a meaningful brand experience that will leave a lasting impression at your next event.