The traditional trade show floor is a great place to showcase product innovation and build brand awareness. At the same time, it’s led many marketers to question how to improve upon the connections made and how to achieve a deeper or extended value from this format. The answer often lies in an integrated off-the-show floor event offering designed to establish trust and build awareness in a more personal way.
In truth, there is no reason to put a boundary around the elements of your live marketing program. Seamless integration requires the ability to view every face-to-face engagement as part of an infinite spectrum of opportunity. How many times and ways can we make a positive impression upon our customers? Your primary consideration should always be how to authentically and effectively get your message across to your target customer(s). And that will look different for every organization.
Don’t miss an opportunity. Live marketing is the most successful way to build participants into your story across a longer time or deeper schedule of engagements. In that light, the possibilities extend far beyond any single trade show floor.
I encourage you to stretch your thinking. How can you get more leverage with your event program?
Leveraging the synergies of many types of opportunities makes good sense when you consider how you will invest in your live marketing budget. Building event programs that connect people to your brand and products is a crucial component of your marketing mix.