There are trade shows and there are events. And while both are sales and marketing activities, they are often different in scope, objectives, and activities. One requires hiring an exhibition company; the other engaging an event company.
Trade shows are an effective platform for organizations to immerse their audience in a brand’s story. The hands-on engagement means customers can become part of the story, thereby creating a deeper connection.
Just for fun let’s pretend you are an exhibit waiting for your trade show booth setup. For much of the year, you’re resting, perhaps a bit bored, while sitting in a climate-controlled warehouse with other trade show displays.
The goal of experiential marketing is to create a positive emotional connection between the consumer and the brand. When consumers have a positive experience with a brand, they are more likely to become loyal customers and advocates.
The expression, “This case is going to be a tough nut to crack,” is an all too familiar saying on police and detective shows. The same expression should apply to trade show display cases.
Delivering a custom exhibit design that meets all the client’s needs — functionally, aesthetically, and fiscally — is our #1 goal. Most clients are not immersed in exhibit booth design, so the process can be challenging. But it doesn’t have to be.