Improve your brand presence at special events
Trade shows, festivals and special events are an excellent way for your business to gain exposure and recruit new clients, but with the convention grounds crawling with tons of competitors, it’s easy to get overlooked. Go beyond the norm and invest in something unique to make trade shows worth your time, energy and hard-earned money.
As an example, in this article we will be using one of the biggest Expo in the Caribbean, the Chamber of Commerce Expo Belize market Place 2016. Expo Belize Market Place is a 2-day event in Belize City with over 200 booths and a crowd of 18,000+ attendees, if done right this is a great opportunity for your brand, here are our Yello expert tips and some brands that nailed it:
- Get out of your comfort booth
Don’t be afraid to act, don’t just sit there and wait for your dream clients to stop by. It’s all about the customer experience, avoid sitting behind the display table, hiding or playing with your phone. Those habits create a barrier between your brand and potential customers. Stand in front of the table, smile, shake hands, why limit yourself to the booth? Leaving the booth will also give you a taste and guide you through the consumer experience and collect valuable insights to take in consideration for your next expo.
For instance, Yello took it to the “streets” making walking rounds with mobile signs all over the expo grounds, promoting booth visits and their services. This action secured better connections and increased visits than it ever would’ve made while tied to a booth.
- Added Value
Free resources are a great way to create added value and showcase your brand’s ability to offer a little something extra to customers.
They also serve as useful tools to help brand awareness and exposure, especially when the promotional materials are featuring your company’s logo that can be given out in-store.
A great execution example was: Cash for Cash; Belikin Brewery, gave one Belkin dollar for every dollar spent on their booth, the dollars were interchangeable for promotional products at the Belikin Store.
Remember, although you may be offering something for free, it still needs to have relevance to your market and should always be consistent with your brand’s overall purpose.
- Throw safety out the window
Take risks and have fun, like Caribbean Motors It’s up to you to pull off a show to stand out from the crowd. Caribbean Motors rose the roof, literally by displaying one of their vehicles up the air.
Choose signage, posters and products to display to boost the image you want to create, experiment with lighting, sound and screens, electronic presentations, posters and signage. Follow the visitors path around the grounds so you see what they see – both from a distance and up close. Make sure to avoid visual overload.
- Remember, small is beautiful, too
The biggest booth doesn’t always win; the company that generates the most buzz does.
Exhibiting is about having great executions, not huge budgets. Small stands can work well.
Beltraide, gather several small startup companies and sponsored the space to be shared amongst them. While this execution gave entrepreneurs the chance expose at little to no cost; the initiative strongly supported the company’s mission.
- Provide a Service
Look for ways to add value that nobody else sees. Like Yello did, using our company’s expertise to provide a service or product to the show and the attendees. Yello Signs were installed all around the grounds for visitor’s convenience, in addition charging stations were available at the booth at no cost.
An interactive exhibit can take customers out of their waking trances and lead their attention to what no one else offers. Make visitors interact with your brand like Bowen & Bowen did with the PoweradePull Up Challenge.
The more engaged and entertained they are at your booth, the more likely it is that they will remember your business, and continue the conversation after the show.