When you’re planning your event marketing calendar, you probably already know what kind of results you’re looking to achieve. Those results may differ from event to event: One might be great for networking within your industry, while another might be better suited for getting your brand in front of a wide audience. Whatever your goal may be, you’ll need to leverage the event marketing strategies that give you the best chance of success.
Example: Tastemaker Collective
Goal: Influence key people. Strategy: Embody the event theme.
Events frequently attract high-profile tastemakers who can spread your brand’s message quickly to a large number of followers—if they’re suitably impressed by what you’ve shown them. Using the event’s theme as a starting point for your brand’s display demonstrates that you’re on the same wavelength as the attendees, which can help you create influential new fans on the spot.
That’s exactly what happened at the recent Tastemaker Collective event at Fort Mason in San Francisco, which was hosted by IMG Culinary. Described by organizers as “San Francisco’s first nightclub for food lovers,” the sophisticated event featured hand-crafted cocktails, innovative hors d’oeuvres, and a DJ spinning sets all evening long. Upon entering the spacious venue, attendees were greeted by Michelin-starred chefs, who gave cooking demonstrations in test kitchens using local ingredients. The result: significant brand exposure to a highly targeted audience.
Test kitchens are set up for cooking demonstrations by Michelin-starred chefs at the Tastemaker event at Fort Mason.
Example: illy Coffee
Goal: Make the crowd happy. Strategy: Provide a welcome service.
Gourmet coffee company illy was one of the sponsors of the aforementioned San Francisco Tastemaker event. In lieu of a traditional booth, they set up a functioning temporary cafe to serve their products to a discerning crowd. Their ProExhibits-designed display was sleek and crisp, with quirky details such as a stacked arrangement of novelty-sized espresso cups emblazoned with illy’s distinctive logo. The display was perfectly tailored to the tastes of the influential foodies and trendsetters likely to attend the Tastemaker event. By providing the crowd with something welcome and familiar—a chic espresso bar—in an unfamiliar setting, illy set themselves up for success.
At the Tastemaker event at Fort Mason, coffee company illy’s display cleverly doubled as a working espresso bar.
Example: Enphase Energy
Goal: Be seen. Strategy: Establish visual dominance.
One event marketing tactic is universal: Be seen. When you’re at a large industry show, surrounded by a sea of attention-grabbing displays, it’s easy to get lost in the visual mix. To make an impact, it’s crucial to stand out. Going big is a great way to accomplish this goal.
At a recent trade show, ProExhibits helped microinverter manufacturer Enphase Energy make a dramatic large-scale visual impression. Enphase booked a 40’ x 50’ booth at the Solar Power International conference with the goal of creating an exhibit that could be seen from all directions.
To meet this challenge, ProExhibits provided Enphase with a custom-designed two-story island exhibit, which was supplemented with two decks and large, attention-grabbing signage. In addition to being visually dominant, the exhibit was highly functional, with dedicated spaces for product demonstrations, educational presentations, and private meetings. The result? Wall-to-wall traffic throughout the entire event.
Enphase Energy’s two-story display, easily seen from all directions, dominated the conversation at the Solar Power International trade show.
Example: Rally Health
Goal: Draw a crowd. Strategy: Encourage audience participation.
Every event exhibitor wants audiences to engage with its brand. Rally Health, whose digital platforms aim to help people make healthy choices, encourages active audience participation at a variety of events, including HealthFest, a daylong fitness-themed festival held several times a year in cities across the United States. These events are designed to make fitness seem fun: Workout sessions are interspersed with healthy snacks, free giveaways, and live entertainment.
In addition to all this, Rally knows they’ll be able to ensure a big turnout at these events, because they’ve got a not-so-secret weapon up their sleeve: Popular actor/comedian Kevin Hart, who is also an avid running enthusiast, is a Rally Health Ambassador. He’s appeared at HealthFests nationwide, leading large outdoor exercise sessions while inviting participants to learn more about the company. By linking their brand name to a well-liked and charismatic performer, Rally has successfully managed to guarantee a big, enthusiastic turnout at their branded events. Rally keeps those attendees happy and engaged by encouraging them to take part in fun activities throughout the event.
Rally’s HealthFest events are designed to encourage audience participation.
Using the Right Event Marketing Strategies for Your Brand
While these examples of successful events should give you some ideas, the best event marketing strategies for your brand depend on your individual goals. Before your next event, build your strategy around the results you want to achieve. Want to draw a big crowd? Make sure your event is fun and engaging. Want to attract the attention of influential trendsetters? Tailor your presentation to their tastes. Want to ensure your exhibit isn’t overlooked? Make it as big and as attention-grabbing as the venue will allow. Whatever event marketing strategy you choose, be sure it’s the right one for your brand and your goals.
ProExhibits specializes in one-of-a-kind custom event marketing exhibits. Our award-winning designs are built in a state-of-the-art fabrication facility in our headquarters. We’re a one-stop shop for exhibitors, dedicated to working with you to achieve the results you want at your events. We’ve helped brands achieve their event marketing goals for more than 30 years, and we look forward to helping you do the same. Contact us today.
