To be competitive today, trade show exhibitors not just need to get attention to their trade convention displays inside the exhibition hall however also beyond the exhibit floor.
Increasingly more, creative exhibition exhibitors draw in crowds to their trade show booth using close-by venues as a springboard. Attracting attention at surrounding hotels where the trade convention visitors are staying or public places where guests frequent, is a good start. This goes for neighboring dining establishments, bus routes, cabs and regional night clubs as well.
Increasingly, rather of letting a custom-made or exhibition diplay rental at the exposition base on its own, smart marketers are including value by recognizing essential locations outside the exhibition to tee up traffic to the trade show display arena.
Occasion Marketer Magazine found three brands that effectively made the tie-in connection to their exhibition booth from sites outside the exposition hall.
GE Healthcare released their campaign, Healthcare Reimagined at the Radiological Society of North America trade show in Chicago in 2005. They were on the lookout for popular areas outside the trade show hall to enhance awareness of their trade show display presence.
The trade convention had more than 60,000 attendees remaining in Chicago. GE came up with the idea of all-white-clad “particle individuals” that wandered Chicago sites prior to and after program hours, in neighboring hotels and on the RSNA bus paths, in addition to at surrounding restaurants and club.
Wearing branding for GE Healthcare, the all white particle actors batted around giant inflatable particle structures and utilized bubble devices to complete the feel and look of exactly what they wished to represent. They had the ability to visually and kinetically capture the healthcare aspect of GE Diagnostic Imaging. This played directly to the imagery developed at their exhibition display.
The second was at a consumer oriented show in Washington DC. A month prior to the Auto Show, Chevrolet began its awareness project at sites around the capital city. They established mini tailgating celebrations from the backs of Chevy Silverado Hybrids at building and construction websites, George Washington University, Home Depot shops and commuter rail stations. Consumers got to drink coffee and play Xbox 360 video games. Chevy agents offered cards to visitors they could redeem at the exhibition for a chance to win a Silverado Hybrid.
Chevy wished to own traffic to the trade show screen. It worked. The outcomes were quantifiable and significant. Since the scan cards were given out at dealers and at the tailgate celebrations, over 20,000 customers checked out the exhibition cubicle or were able to scan their cards with Chevy representatives in the convention primary lobby. The scan cards generated 1,900 dealership leads.
The third one remained in Las Vegas. That city is a natural for all kinds of exhibition screen marketers every hour of the day. At the Specialty Equipment Market Association program in Las Vegas in 2005, Yahoo! wanted to draw attention to a customized automobile website amongst automobile enthusiasts. They decided to personalize 2 Mitsubishis inside their trade program display booth.
To complete their direct exposure they went outside to showcase their automobiles on the Las Vegas Strip. Yahoo! strike it huge. Knowing that Las Vegas is always wide awake 24/7, they were able to close down traffic on the Las Vegas Strip at 3 a.m. Even at that time, crowds of people enjoyed their 2 customized Mitsubishis race down the strip. “We didn’t wish to just do a booth and pass things out,” states Bennett Porter Yahoo!’s senior director-buzz marketing. Imitating Frank Sinatra, he continues, “We wished to do it our way.”
The above are just a few of the examples of how you can use distant places to connect into your trade convention screen.
Let’s state your firm is in the electronic devices field and you want exposure for your upcoming trade program look in the San Francisco Bay Area. With the high tech market so heavily concentrated in Silicon Valley, California, a lot of the high tech leaders live there.
There’s Yahoo’s headquarters in Sunnyvale, Apple Computer Inc. based in Cupertino, eBay based in San Jose, and Google locateded in Mountain View, among others. You can concentrate on Silicon Valley executives and market to them within close access to Moscone Convention Center in San Francisco, Kaiser Convention Center in Oakland, and the Santa Clara and San Jose Conference Centers.
The hotels, restaurants, athletic clubs and other popular sites make them targets for high tech trade convention tie in messages once the high tech trade show pertains to town.
It’s wise to believe outside the trade convention exhibit hall box to intensify your exhibition display investment.
More and more, creative trade show exhibitors bring in crowds to their trade program cubicle by utilizing neighboring locations as a springboard. They were on the lookout for popular places outside the trade program hall to boost awareness of their trade program display presence. Chevy wanted to own traffic to the trade show display screen. That city is a natural for all types of trade reveal display online like Exponents trade show booth rental in Houston every hour of the day. They chose to personalize 2 Mitsubishis inside their trade show display booth.