Revitalize Your Brand at the Next Tradeshow with these Tips
by Olivia Rose on March 31, 2014
There is no marketer that should become complacent regarding branding. Even the longest lived, stable brands can quickly become irrelevant. In order to maintain vital, your brand has to have a consistent flow of insight from your audience, which should be gained with a number of different touchpoints. One of the most effective is a live trade show.
While virtual events have become popular as a method of brands engaging with their target audience, recent data has pointed to the fact that they may not be as effective as once believed. At the very least, these virtual events are not as effective as the traditional face-to-face networking that is offered by live trade shows.
In fact, all brands should use face-to-face meetings. When they are done properly, a live event can provide a successful technique for networking, encouraging employee engagement and provide an effective means of marketing. While there are a number of brands that have embraced this fact, they opt for unimaginative, boring and outdated events that actually make the brand suffer.
As a result, a number of brands are in need of a type of reinvention. Innovation needs to be used when approaching the trade show event design, which is aided with the tips that are found here.
Prior to attending your next trade show, spend some real time deconstructing it. For example, ask questions, such as what is the overall objective and what will you deem a success? Also, consider ways that you can showcase your brand well. Take time to consider all of the contributing elements of the trade show and if they actually support the experience that conveys the overall essence of your brand.
Personalize Your Presence
Each year, your business likely spends a good deal of money on marketing pieces, websites and print ads, and helping to make your brand recognizable. However, when it comes time for a trade show, you change everything on the invitations and the presence of your brand. Not only is your invitation a representation of your brand, it is also how you will be recognized by those that receive it.
Not only should your invitations and appearance be read for any misspellings, it must also have a personal and recognizable touch that lets receivers know that this is your brand.
Engage all the Senses
Unlike other forms of marketing, a trade show provides you the chance to engage all of your consumers senses. When you successfully engage all of a person’s senses, they will have a much stronger memory of your brand.
There are many brands that attend trade shows with the same old boring booth, message and branding. After a while, this will become completely ineffective and likely make people turn away, rather than come closer to what you have to offer. You need to keep each trade show fresh and new, in order to keep customers interested and engaged.
Using this information you can clearly see that revitalizing your brand at each trade show is essential. Not only will it keep your customers interested in what you have to offer, but also make sure that your brand maintains its relevance.
Tabitha Jean Naylor is the owner of TabithaNaylor.com and a certified Inbound Marketing Consultant with close to a decade of experience in both B2B and B2C markets. Her intimate knowledge of how sales and marketing go hand-in-hand has resulted in a variety of successful campaigns for start-ups through NASDAQ traded companies. Ms. Naylor holds a dual bachelor degree in Political Science and International Business from West Virginia University, where she graduated magna cum laude. Her experience brings a unique perspective to connecting with the online world community, especially given the variety of projects she has spearheaded. Connect with her on Twitter @TabithaNaylor or visit TabithaNaylor.com
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