Transactions are no longer just about money and goods changing hands. They’re about the transfer of trust. The perceived value of the product or service is higher when the ‘benefit-to-me’ is obvious. A vote to affirm personal beliefs and corporate missions from the consumer. Shoppers are looking for experiences that go beyond their purchase; they’re looking for a richer relationship with a brand. A partner who aligns with their values and understands that transactions are a two-way street. The shopper provides more information to the retailer, and the retailer gives them a more personalized interaction in return. So, how can brands meet shoppers’ evolving expectations and create engagement from the massive amounts of data available?
Each brand has an underlying structure that makes it complete, as well as uniquely identifiable. These individual elements are the driving force behind its overall personality. Eight exhibit elements that make up your Brand perception at events include meeting areas, smart storage, Interactive content, logo, color & graphics, AV content, giveaways, Interaction data capture, and knowledgeable staff.
Even with competent, dedicated trade show and event staff, marketing departments are still faced with tight budgets and accelerated demands for lead generation. These factors can make event engagement planning particularly challenging so here are some tips for building your program.
- Be Proactive – Reactive people often blame their environment for their failures. In contrast, proactive people create and hone their environment to achieve success. Evo partners with you to evolve the event plan, the content and the exhibit solutions to suit your brand. “People have a tendency to focus on movement,” says John Schroeder Senior VP of Operations at agency Campbell-Ewald in Detroit. Even the simplest LED or plasma screen playing video will lead to an increased attendee interest.
- Procrastinate Less – The most prevalent factor hampering productivity is the habit of procrastinating. The good news is procrastination is not about the lack of time or resources but just a matter of changing your work process pattern. With a little determination, make a point to tackle the larger, more complex task at the beginning of the project. Subdivide the larger project into smaller tasks to make it more manageable and less overwhelming.
- Plan – A wise man one said that the most effective ideas are often the simplest ones. When it comes to increasing engagement, the simplest solution is planning things ahead. Evo recommends that each booth staff member develops three one-minute pitches based upon the attendee profiles available from trade organizations such as CEIR and EDPA.
- Prioritize – According to the Pareto’s 80-20 principle, 20% of your time yields 80% of the results. Think through your show deadlines and lead generation goals for the event. Focus on the customer profiles who make the purchasing decisions. Then adjust the scripts and engagement time based on the quality of the profile type.
- Pause and Play – According to leading multi-disciplinary reports, employees who take timely breaks often tend to be healthier, happier and more productive than those who continuously push themselves for a long stretch of hours. A growing body of research shows that short strategic renewal interspersed with work boosts mental acuity, job performance and, of course, health. So schedule 15-minute breaks for your event staff. Once they’ve checked in with family, walked the show floor, jammed to their own tunes, or snacked at the local deli, your team will be recharged and ready to engage again.
- Power of Technology – In this digital age, our life has become increasing complex with a multitude of choices and real-time reactions coming from numerous channels. So use the tools to manage the high-speed data and streamline your event organization. Explore these 5 Free Phone Apps for Productive Trade Shows. By making the best use of such tools, you can streamline your events, shorten waiting periods for event performance and gain work-play balance.
At the end of the day, consistently improving engagement boils down to how well your team can plan, prioritize and deliver during your event. It’s a function of how actively your team pursues professional development and task management. Great tools and environments do make it easier to deliver on these goals, but great face-to-face engagement corresponds to the people involved and the content presented during that experience.