Optimizing Event Brand Experiences

As any SaaS-based company will tell you, a vital part of their annual livelihood is the conference. Conferences are a great opportunity to engage with potential customers, extend your partner network, and build awareness. But, if you’re not careful, you can fall into a rut and miss valuable opportunities for growth. Here are a few tips to get the most out of your investment.

Drive engagement with video

Video is the most engaging medium on the web, as well as in real life. A recent Forbes study stated 65% of executives visited a vendor’s site after watching a video. Instead of asking your sales team to draw people in, show off your product with a motion graphics piece.

Wear your brand

T-shirts have become one of the defining fashion statements of the tech industry. When worn en masse, they signify team unity and spirit. And, when employees venture away from the booth, they continue to attract attention to your brand. But, not all t-shirts are created equal, so here are a couple of rules to keep in mind:

Show, don’t tell. Don’t use text (or use as little as possible). Stay away from URLs, event-specific jargon, or hashtags as they’ll limit shelf life and make it tough for people to read.

Quality matters. Instead of a 100% cotton tee, opt for a lighter fabric (50/50 blend) that you can feel comfortable wearing all day. Ask your printer to soft-hand print the graphic making the shirt soft to the touch — much like your favorite vintage tee.

Tell a story

Rather than slip into a diatribe of features and benefits during your demo, use storytelling to creatively share how you help customers accomplish their goals. The best demos are scripted, rehearsed religiously, and work as a narrative… characters, plot, tension, climax, and resolution.

Predict the future

Conferences are a great time to show off the future of your product — and potentially receive valuable feedback. But be clear; just because you know it’s a prototype doesn’t mean your audience knows its future state.

Battle the visual noise

Think of your booth as a billboard. You’ve got seven seconds to make an impression, so limit it to a single big idea. Not sure where to start? Identify a common pain point and showcase how your brand solves it.

Be consistent

Supplement your conversation by offering a beautiful marketing piece. Make your pieces work together by using similar layouts, typefaces, colors, and tone of voice. A good decision implemented consistently is 10x better than a great decision implemented inconsistently.

Throw a party

One of the hallmarks of any conference is the after-party. But, parties aren’t just for socializing, they’re a big opportunity for your brand. Before the event, identify a core group of clients or partners that are attending. Once at the event, extend an invitation and trust they’ll help expand your group — and your reach.

Not into the bar scene? Pick an experience that matches your brand, like a crawfish boil at a local restaurant, a bourbon tasting in a cozy lounge, or a pedal pub cruise through town.

Don’t have the funds to throw your own party? Co-sponsor one with other like-minded companies. Event organizers are always looking for additional sponsors almost as much as attendees are looking for another party.

Pick your placement

As they say in real estate: location, location, location. The same is true for booth placement. With all the time and effort you’re putting into the conference, you don’t want to leave this to chance. Ask if you can select your placement and aim for where people naturally gather. Popular locations are at the entrance, near a crossroads, or next to the bar.

Surprise & delight

Look for areas to surprise and delight in everything you do. Consider doing a small giveaway for all individuals that interact with your brand, rather than awarding only one person a new iPad, leaving room for disappointment.

Talk the walk

One of the best ways to make the most of your investment is to speak. A recent study found that 96 percent of US consumers say they trust brands that provide useful information without trying to sell them something. Speaking brings a vulnerability and genuineness that conveys you care about helping others. So, not only does this provide a platform to share your expertise and position you as a thought leader, it connects your brand with attendees on a much deeper level than had they simply visited your booth.

These days, conferences are popping up everywhere. If done right, they’re beyond another “to do” — they’re a vital part of your brand’s growth. Approach them with careful planning, and they’ll prove to be a valuable experience for your brand.

This originally appeared on the Octiv (now Conga) blog.