03.20.21
By Lisa Major
Trade shows offer companies the perfect opportunity to network with customers and potential customers in a face-to-face setting. Often, these interactions lead to long-term relationships between brands and their customers, making trade show marketing a rewarding strategy. In this edition of Happy Hour, we look at the tried and true essentials of a successful trade show. We also bask in the glory of SXSW brand activations from years past and feature tips on planning a sustainable experiential marketing event.
“While we can all expect new precautions, rules, and safety limits to create an unfamiliar aspect at trade shows compared to how we once knew them, there are numerous things that we can expect to remain the same.” ~Briquelle Neyens, Skyline
Many companies rely on trade shows to network with customers and prospects. But when COVID hit, and trade shows were canceled, the entire industry, from exhibitors to venues to vendors, was left longing for the day that they could return. As capacity limits are lifted or lessened, trade shows are beginning to make a comeback. While there are many new things to consider when planning a trade show, the key components that make trade shows successful are not going anywhere anytime soon.
“From immersive photo ops to tech-driven experiences, steal some brand marketing inspiration from these clever activations seen at past SXSW events.” ~Ashton Pike, BizBash
Photo: Manifold
When SXSW announced its cancellation last year, experiential and event marketers around the country felt a gut punch as it was one of the first signs that COVID-19 was going to cause a nationwide disruption in the industry. It’s hard to believe we are here yet again, missing out on another in-person SXSW. While the virtual SXSW seems pretty spectacular as far as virtual events go, nothing can compare to the electric atmosphere and the jaw-dropping brand activations of the real deal SXSW. In this article, BizBash features 12 experiential marketing activations from past SXSWs that will leave you yearning for next year (fingers crossed).
“It may seem hopeless, but 10 steps can be taken to activate a brand or service while also prioritizing green and sustainable practices.” ~Factory 360
Sustainability is a hot topic and over the past few years and it has become a priority for both brands and consumers. As brands aim to reduce their carbon footprint, they should also plan on creating eco-friendly experiential marketing activations. Experiential marketing events, in general, have a large carbon footprint, from structures to logistics to marketing materials, but there are many environmentally-friendly alternatives to consider. Here, Factory 360 delivers 10 tips for creating a sustainable experiential marketing event.
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