Standing Out at Mega Events
Strategies for success and better engagement at mega events
Mega events such as CES, Mobile World Congress, and SXSW, where thousands of exhibitors compete for the attention of hundreds of thousands of attendees, are transforming the rules of engagement for brands.
These shows are incredibly complex, multi-layered, audience-diverse experiences where only the fittest survive. Below are some of the strategies we use to help our clients build the unique, relevant experiences that lead to deeper, richer engagement and the right ROI.
The bigger the event, the broader the audiences — and the more noise you will have to compete with. You can’t simply show up and assume everyone will be excited you’re there. Crystal clear goals and objectives must validate your entire experience design process.
With digital engagement now a critical part of the audience journey, attendees are interacting well in advance of the event start date through social media and other purpose-built portals.
Share your voice in this pre-event space with activation campaigns that create a hook for further engagement at the event.
At mega events, it’s tempting to try to be all things to all people. Instead, understand who your audience truly is and why they’re interested in you, and use that insight to develop an authentic point of view that is different from your competitors, but still true to your brand.
The incredible personalization found in digital and retail spaces has made the tradeshow visitor an extremely picky participant. Use what you know about your audience to create well-defined, one-on-one experiences that make each attendee feel as if they are the most important person in your universe.
Great headlines can create momentum and validate your success. But press coverage won’t happen by accident. Do your homework before the event to identify which media outlets will be there and what they’re interested in, then develop tailored stories around those needs. Lead the way for the media, and you’ll make the news.
Create a Legacy
Mega events give you access to audiences that are ready and willing to take action. If you can be the voice of change — whether it’s something as small as recycling or planting a tree, to something as large as establishing a charity — you’ll give new meaning to your brand experience.
For exhibitors and sponsors alike, extracting value from mega events requires careful and deliberate planning. These mega events are not like the comfy trade shows of our past; they are the beautifully disruptive future of things to come, co-created and curated by all.
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A doyen of the global marketplace, he has a unique combination of strategic, creative, commercial, and international experience, which has earned him industry-wide recognition as an expert in integrated engagement marketing and live and online brand experiences.
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