When participating in major tentpole conferences across all industries, it would make sense for many organizations to focus on their booth space or their senior leader’s involvement in a panel discussion in order to engage attendees and attract potential leads. However, when your standard 10-by-10 footprint looks just like everyone else’s you need to find ways to stand out by thinking outside the box (or booth, rather).
That definitely doesn’t mean ditching your exhibit space or speaker opp, but instead points towards implementing thoughtful moments, experiences, and activations that extend your reach, working in tandem with your booth and other opportunities to amplify your presence and visibility. The result will feel more aligned to your measures of success and your overall business objectives. Here are some strategies to consider before planning your next trade show or conference appearance.
Showcase your product or service in action.
Instead of a more sales-led live demo at your booth, to make an impact and really show off your product or service consider partnering with one of your local customers and offer an IRL experience which goes deeper into the relationship. For example, does a local retail store use your software to process inventory? Or does a nearby ice cream shop employ your equipment? (bonus points for an ice cream break!)
This will allow show attendees and potential clients to check out your goods and services in action. Not only does it demonstrate how much you value your customers and partnerships, but it also shows future customers how you can help them in their own business operations.
Provide enjoyable networking opportunities.
Similarly, you can host off-site networking events that are laid-back and casual, offering attendees a space to unwind after a long day while providing an alternative to a more formal gathering, where mingling can be more limited. Choose a venue that’s close to the event location and is easily accessible, so it’s not a chore for folks to get there. When you execute this consistently and consider special touches like unique entertainment or gifting, these opportunities can create more buzz and make customers feel like true VIPs.
Go where the people are.
Attendees spend time waiting for sessions, grabbing coffee, checking email, moving between meetings, standing in registration lines, and looking for places to recharge (and charge their phones!). These in-between moments can be just as valuable as the time spent walking past booths and are opportunities for you to meet attendees where they are. It might be as simple as creating a piece of content that helps them make better use of their down time or a spot to rest between sessions.
You also might consider working with the event’s host venue and sponsor a dedicated place in the lobby for guests to gather before, during, and after the trade show or conference.
Connect the dots.
Think of the conference as a series of touchpoints. What happens before someone arrives? Where do they go throughout the day? What do they talk about afterward? Then create brand messaging continuity across those moments. Introduce an idea before the event through email, social media, or marketing; then bring it to life on site; and give attendees something meaningful to take away afterward.
Stay brand-aligned.
You may feel tempted to try something trendy or novel because that’s “the thing” to do, or was the wow-moment of another conference. There are many reasons why elements like a photo booth, custom giveaways, or celebrity speakers resonate with audiences . But when you follow a trend without a reason aligned to your own brand and strategy, you may get traffic to your space or session, but perhaps it’s not the traffic you’re seeking to create lasting impact.
Instead, think about what your company can do that no other one can, then translate that into an engaging moment all your own!
The companies and brands that stand out at industry conferences and align their goals, brand and strategy to their approach often leave feeling the experience was the most successful. Ultimately, trade shows and conferences are about creating moments that resonate with attendees for the long haul.
Ready to build your event? Learn how Sequence can help you.