A traditional benefit of sponsoring an event is having a booth in the exhibit hall. But how much ROI do you actually gain from having two employees come and set out some brochures and pens and stand behind a table? None. The only way to gain ROI from having a booth is to think outside the box to do something creative and engaging.
To do this, there are many aspects of the event that you have to take into consideration. As we always talk about – know your goal before going into an event. What are you hoping to get out of it – brand awareness, meetings, sales? And is your target audience at the event?
Once you answer these questions, it’s time for a brainstorming session. Get a group of your most creative employees together and start throwing out ideas. You shouldn’t turn down ideas in this phase, but the end result should be something interactive that people will want to share. The thing you have to keep in mind is does it fit with your brand.
Lastly, remember our mantra when it comes to events – Entertain, Educate, Inspire. Does your booth educate people on what you do? Remember, outside the box, aka no brochures (unless the brochures have a video on it). Does it entertain people? You have to capture people’s attention and give them a reason to listen. And is it inspiring – are people going to want to share what you have done?
One great example of an engaging, sharable booth is Three Post‘s exhibit space at The 2016 High Five Conference. To showcase the company’s creativity and services, Three Post had a slow-motion booth. At this space, attendees can choose how they interact with the booth – are you going to blow bubbles, throw feathers, or my favorite – get punched in the face. And people actually walked up to the booth, asking to be punched in the face… Andrea from Three Post is going to be on our Event Marketing Happy Hour Blab this week. Check it out here!
With these as your guidelines and your example of greatness, you have your task. Now go out and conquer the exhibit hall!