Building Brand Relationships at an Event Booth
Key Booth Action Points
- Participating in events with a booth establishes brand relationships with real customers in an intimate way that will inspire them to be brand advocates.
- You might be tempted to underestimate the importance of your booth, but failure to plan and prepare will waste your time and money.
- Planning and preparation in the aesthetics and design of the booth will create lasting, positive brand memories for customers.
Establishing Brand Intimacy at an Event Booth
As I stood in the line at the booth, live social interaction rumbled the main hall of the San Francisco conference center. I could feel the sound vibrations in my chest, the noise of real voices speaking, laughing, and mingling. Noise, colors, music, movement.
I was edgy, not used to big social gatherings anymore. And, with each step I moved forward in the line, adrenaline amped my perceptions. I neared the culminating moment, the reason I had made the trip.
The final step placed me in front of a brand. Not a company but a brand identity in the form of a famous person. Dave Eggers, author of one of my favorite books, A Heartbreaking Work of Staggering Genius, was sitting at a card table, glancing up at me. He was the writer that inspired me with wisdom like “We are unusual and tragic and alive.” I felt this quote.
He gave me a free, signed copy of his book, but more important was the brand memory he created in my neural networks. All of the action worked to instill in me a powerful feeling connecting me to the brand, Dave Eggers. His booth had just the right minimalist approach. Eggers included key features for success in his booth, and below you’ll find focal points for acting on these keys.
I felt nostalgia at the convention for professional writers, coaches, and teachers because social media has virtually overthrown the necessity of living, breathing social events with webinars and web events. Social media is awesome, but the internet costs us many authentic real-time experiences. Still, there are opportunities for live interaction with customers at events, and nailing the design will guarantee your brand success.
Combining Social Media and Event Strategies
Integrating your conference and trade show booths with social media helps you develop a closer relationship with the public. Successful brands seize every opportunity to intimately interact with their base. Conventions and trade shows create a potent hybrid experience for customers, merging social media with one on one engagement. Live events have lingered in marketing practices when many other face-to-face experiences have vanished, replaced by technology and social media.
Personal interaction with your brand creates trust, builds relationships, and creates brand memories. These positive results move your customers to become brand advocates, the best form of promotion.
In planning, preparation, and execution, use your social media channels to make the event live in reality and on the web.
Designing an Event Booth That Attracts Crowds
Since the design is the first and lasting impression of your brand, following some basic processes will amp the power of your booth and your relationship marketing:
Exhaust All Methods of Using the Event for Promotion
Building positive memories of your brand turns normal customers into your very best brand activists, promoting your products and services through word of mouth and on social media. Nothing is more powerful than these memories you create for customers.
So, reinforce the value of the event with social media leading up to, during, and after the event, illustrating to potential customers on the internet what a mesmerizing display you had at the event. If you fail to do this, the event still has value, but much publicity and promotion will go to waste.
As you discuss the event online throughout the year, be sure to promote the next event so that you entice even more visitors to the next show. Your brand advocates will also spread the word about the value in stopping by your brand booth.
What great ideas do you have for conference and trade show booths? What success stories do you have? Respond in the comments section, please.
Darin L. HammondFounder/Owner at ZipMinis Freelance WritingYou’ve got to check out Darin’s innovative blogging right now at ZipMinis: Science of Blogging.
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