PPB March 2019

Build A Powerful Trade Show Promotion Deliver An Interactive Experience To Get The Results You Want by Mary Ellen Sokalski, MAS A t the PPAI® Expo in January most booths experienced steady traffic, but others were packed . Sure, some were the big-name suppliers who always have a following, but the others weren’t just banking on their reputations—they were doing something that captivated, magnetized, engaged and entertained passersby. To get that kind of traffic, these exhibitors used a technique called “experiential marketing,” otherwise known as event marketing, live marketing, on-ground marketing or even “brand activation” for those Madison Avenue types. Whatever you call this type of promotion, when done right it is just smart, fun, targeted and interactive marketing that takes place in big spaces or small ones. Here’s what you need to know to make it work for marketers of all kinds, plus an inside look at how one exhibitor employed it especially well. What It Is Experiential marketing is a type of marketing that directly engages or immerses a target audience in a live event by involving them in some type of interactive entertainment or learning environment. To be successful, the experience must be mutually beneficial and fun for the exhibitor and participant. Well-crafted experiences don’t just tell participants who you are. Rather, they allow the audience to step inside the brand—and become a part of it. Why It Works This type of marketing can forge lasting relationships with customers, increasing the sales cycle over the long haul, according to Ad Week . Experts also believe that live events help users better understand a Quinn Flag Company team members, from left, Jen Clapper, Mark Tress and Bruce Kolbrener invite passersby into the booth during the Expo. 42 | MARCH 2019 | INNOVATE