BEYOND THE BOOTH: EVENT MARKETING IDEAS FOR SERVICE-BASED BRANDS

18 May
2017

Booth-centric marketing events are a natural fit for brands with a tangible product to sell. Whether it’s an on-site event at retail location, or a larger industry-wide expo or trade show, booths and tables stocked with a variety of eye-catching items will always be a draw to passersby.

It takes a little more imagination to use these events to promote an offering that you can’t touch, taste, or see. Pure service brands, such as insurance companies, internet service providers, counselors and consultants, and tax preparers, bring an entirely different value proposition to the table.

Traditionally, these businesses may rely on brand ambassadors, print collateral (flyers, brochures, and postcards), sweepstakes and giveaways, or branded tchotchkes like cozies and tote bags to draw visitors to their event footprint. There is nothing inherently wrong with these tactics – they do create opportunities to interact with new customers and provide information.

The disadvantage, though, is that such experiences are fleeting. A customer can walk up, give whatever information is requested in order to enter a drawing or get on a mailing list, and walk away less than a minute later with a brochure and a jelly bracelet… and nothing more. That little gift soon ends up in a drawer with a dozen others from a dozen other vendors.

Center-Force sees so much more opportunity here that many brands leave untapped: the opportunity to create a memory. To make a positive, lasting impression. To encourage visitors to linger for more than the few seconds it takes to write an email address on a form and make small talk with a rep. And to connect with customers on an emotional level that goes deeper than free goodies.

interaction1

WHAT CAN YOU OFFER THAT’S BIGGER THAN YOUR CORE OFFERING?

When Center-Force designs a brand experience for an event, the client’s core offering and value proposition are just starting points for our brainstorming process. Often, this takes us in the direction of customers’ other overlapping interests. For example, competitive cycling enthusiasts are likely to also enjoy protein drinks and healthy smoothies. So a performance bike brand could invite booth visitors to pedal a stationary bike that, in turn, powers a blender to create a sweet treat in a way they’ve never done before. That’s memorable.

For pure service brands, the connections to other interests can be a little less obvious, and require us to branch out even further. Customers who might be in the market to purchase insurance are also interested in… well, you can fill in that blank with just about anything. In these cases, the event venue or theme can provide the spark of inspiration. An insurance provider with a booth at a boat show, for instance, might offer a knot-tying class or demonstration, or set up a pool with some remote-control boats, just for fun. It may not have anything to do with the core offering, but you can bet it will attract visitors and leave a positive, memorable impression.

The point is: just because a particular service offer isn’t something that customers think of as inherently fun and engaging, doesn’t mean your event presence can’t be.

GoProCrowd 1

TO MAKE THE MOST OF AN EVENT, MAKE A MEMORY.

Make it worth it. Consider all the investment and work that goes into planning and staffing a marketing event, and ask yourself what you want to get in return. Hopefully, it’s more than just a list of new email addresses to add to your database. Besides, putting on an event present that’s fun and engaging for customers is also a lot more fun and engaging for the brand ambassadors than simply handing out pamphlets and gift bags.

We invite you to view some of our case studies and concepts, and contact us to start exploring new event marketing possibilities for your brand.

Jillian Galas
author

Leave a reply

Your email address will not be published. Required fields are marked *