Stand Out at Your Next Event
It's time again. You're probably as you read this, running around in your brain of all the different scenarios of how and what your exhibiting booth will look like at your upcoming trade show or event. You've got the structural part down, and your pretty pleased with how your booth will stand up along the trade show floor. But will it stand out?
"Image and perception help drive value; without an image there is no perception."
We're in the heat of event planning for trade shows and conferences for 2016. And part of that planning includes two important key focuses: 1) Brand Awareness 2) Lead Generation.
But how? How do you fuse the two together in creating a lasting impression that brings on consumer acquisition and gets you standing out? Foremost, your focus has to be about target. Who are the consumers that you are trying to reach? What is it that you have to offer them? And mostly, why should they get it from you? When Cordell Racing first started out, we were just a simulated fun packed NASCAR Racing Experience for anyone who was looking into revving up their event(s). Now, we've grown into a experiential marketing "race team", where branding and driving emotional connections between consumer and brand, is one of our key focuses.
"Brand is the promise, the big idea, the expectations that reside in each customer's mind about a product, service, or company. Branding is about making an emotional connection." -Alina Wheeler
Brand Aid It. No really, do. You know how when you get hurt and you need a band aid to help make it feel better, well, in this case, you need a brand aid to help make your event look better. Not only just to make you look better, but who are you? After determining your target, you wan't to appeal to them in letting them know who you are. This is where emotional branding plays a HUGE role. This is your moment, to seize EVERY opportunity as in why consumers should chose your brand over any other. You want that message to be inviting, comforting, and trusting. A very wise man, A.G. Lafley the CEO of P&G stated, "We continue to invest in our core strengths. First, we don't skimp on understanding the consumer. Second is innovation, and third is branding. We're delivering more messages to our consumers." Your message is crucial. So is your brand. The AAT effect has to be at play: Awareness, Audience Target.
"Victory belongs to the most perservering"
Team work makes the dream work. It's true, you have to do your part no matter what brand aid is by your side, there is work for EVERYONE to do. So often I will see at shows or events, clients not seek the full potential of what they are paying for and just really not care who has walked up or inquired about the brand/product. Maybe they do care deep down, but if I sense that reaction, what do you think the consumer is thinking? You can not rely on your brand ambassador to do the job that you do on a daily basis in a week's time, ALONE! You all must work together and lift one another up and let the consumer know that you are there for them on ALL fronts. Let this coming year not just be a money spent year on a well decorated event, make it an invested one and drive consumer acquisition!