Cashing in on Conventions with Pop Up Shops, Street Teams and Events

by May 28, 2015

In an age of transformative marketing concepts, the trade show and other interaction-based events continue to grow in importance for many companies. Trade Show News underlines this reality by noting that 81 percent of trade show attendees have buying authority and such exhibitions make up nearly 40 percent of many corporate B2B marketing budgets.

Generating and Nurturing a Conversation

The expectations of consumers in a digital world include interactivity and two-way conversations. As a marketing professional, you know that, in addition to trade shows, some of the best events for these types of interactions include:

• Conventions
• After-parties
• Special events
• Street fairs and events
• Product launches

The value of these situations lies in the fact that you have a defined category of visitors, the majority of whom share a common interest in attending. This allows you to carefully evaluate how that crowd fits your target market and is receptive to your market message.

Likewise, most of these events have fairly predictable attendance numbers, allowing you to assess the potential cost-per-impression and lead sourcing metrics. In fact, an experienced experiential marketing agency will help you evaluate the effectiveness of this channel as a part of your overall marketing strategy and budget.


Adapting to the Environment

If you decide to participate in this increasingly popular and effective way to present your brand to your market niche, you’ll want to literally think out of the box. The opportunities are endless, but some of the more popular ways to get involved in the flow and spirit of an event includes:

• Setting up a pop-up shop or store
• Assembling a trained street team 
• Developing event-specific marketing materials, product sampling, promotional items, even a product launch campaigns
To grasp the possibilities, think about the traditional trade show you attend year after year. What special activities and efforts by your competitors and other players in your space helps you remember them, long after the event? Also, ask yourself if your own marketing efforts demonstrate to your customers and prospects the innovative and competitive thinking so essential in today’s marketplace?
It’s important to take the right steps when you set out to actively participate in the experiential marketing space. You have to take advantage of the latest concepts and strategies to stand out, while avoiding the potential of a highly visible flop. You’ll find the use of an accomplished experiential marketing agency helps plan, execute and follow up on a successful event.

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