Drive real interaction and connect on a whole new level
Over the last year, during the training sessions we run, one of the things I have considered is whether exhibitors are willing to experiment and spend the time to really understand the visitor.The other key, especially to a number of exhibitors who have been around a long time, is whether they are really keeping ahead of the trends and challenging themselves to be more creative in both product or service delivery and stand presentation – and doing things differently than previous years!
For some, even new exhibitors, it’s about learning and rethinking all aspects of how you do business – and not just at an exhibition.
For some it’s all too easy to take the line that it has worked before and not change, and because we are creatures of habit it becomes difficult to change. And it may not be limited to the stand itself. How exhibitors approach their marketing tactics before, during and post-event with social media as a new weapon is something we all need to question.
The take out is to ask yourself if you have a willingness to step out from the normal path you have always taken, or try and add more excitement and experiences to your participation? Change, even when it’s appropriate, can be difficult to implement.
My view is exhibitors need to remain agile and be far more bold in connecting to their target audience.
It’s important to adapt with a fresh approach and thought, and design new and unique occasions that meet the fast-paced rhythms of the life of the buyer. Give experiences that are memorable and show you are invested in their success.
Your brand and company experience have never been as critical as they are now, and it’s becoming one of the most important marketing aspects available to businesses today.
Face to face is powerful for its live, immediate medium and it’s important to capitalise on that to create unique, memorable and unforgettable moments. It really is changing the way brands interact with buyers and buyers interact with brands.
It’s time to sit back and look at whether you’re adapting to meet your market and their needs and what you can change now to connect more effectively.
