Experiential marketing is more important than ever. A few years ago we attended a TED X event at MOSI in Tampa. The topics ranged from painting as a way to heal emotional distress to a hospice professional discussing the importance of living life to the fullest. One speaker – or rather, duo of speakers – talked about collecting experiences rather than material objects. They were a couple in their mid-20’s, and had discovered that the pleasure from their memories of traveling far outweighed the pleasure they received from a new car or a new computer. Experiences replaced objects.
Perhaps these young people watched their parents work long hours and endure stress and hectic schedules in order to make enough money to pay the bills for a big house and nice car. Perhaps they realized early on in their travels that the experiences were more valuable than any tangible product they had ever purchased. The next generation is a conscientious one, more likely to think about how their actions affect the planet. This influences their decisions regarding possessions. Whatever the reason – it is clear that these people are seeking something more than just a shiny object. This is where experiential marketing comes in.
Trade shows are the perfect example of experiential marketing. While some may believe that trade shows are an outdated form of marketing, the numbers show that trade show attendance is actually on the rise. And if you take into consideration the rise of a generation who prefer experiences to objects, you can see why this is true. The next generation wants to get out of the office, go to a new city, see and experience your product. Think about this when you are designing your next trade show booth. How do you make it immersive? How do you make it an experience to remember?
This booth we designed for Ocean Optics is the perfect example of experiential marketing. Each station had hands on product demos and staff to answer questions.
The single most effective way to make your trade show booth immersive is to set up a product demonstration. Whether your staff is performing a demo or the products are there for attendees to “play” with, having them in action lets people experience first hand how your product works. If it’s impossible to demo your product in person, try creating a brief demo video that you can play during the trade show. In addition to product demos, think about what other experiential marketing tactics you can use to capture your audience. Use audio, not just in the form of a talking head on screen, but music, ambient sounds like wind, crickets, or the ocean. You can even use scent. Think about your trade show booth not just as a place for your staff to meet and greet or hand out printed collateral and giveaways – make it a unique experience that will brand itself upon the memory of any visitor who walks through your threshold.
Making an impression on people who collect experiences is a fascinating challenge. Part of the challenge is to break through the “been there, done that” attitude of a group who seek experiences so often that they really have seen it all. ADM Two has been in the trade show design industry for decades, so we have our finger on the pulse of current trends and technology that can give your trade show booth an edge. Give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with designing a booth to maximize your experiential marketing potential. Check out some of our other articles for more information on trade show booth design and case studies on some of our projects.