Have you recently walked through a tech conference and thought to yourself, "Wow, they all look the same." From the booth to the swag to the faces representing the brand, nothing really stood out. In fact, you felt so lost amongst the sea of booths that you couldn’t even identify a landmark to guide you out! You left with 20 new pens and little inspiration. This experience is dull and underwhelming - you don’t want people to include your brand in that mix.
Even though attending a conference is the norm in B2B these days, it shouldn’t be seen as just another BAU task. Conferences are big opportunities for your brand to get out there and make an amazing impression. They are opportunities for leads, developing relationships and conversions. So, when it comes to conferences, you have to think big. Think outside the box – how will you leave a lasting impression on your booth visitors?
Go all out and be bold. If you don’t stand out from the crowd, you’ll be camouflaged amongst the dullness. You want to be seen and approached at a conference. Otherwise, what’s the point of all the hard work, time and money that goes into it?
Let’s explore five ways you can jazz up your conference opportunity and let your brand be the one that sparkles amidst the dullness:
Your booth is an opportunity to tell your brand’s story. Let people see who you are and give them something to remember.
1. Is your booth design engaging enough? Consider this: Your booth is your stage. Make it different and make it you. Your booth is an opportunity to tell your brand’s story. Let people see who you are and give them something to remember. You’ll want them talking about your booth with colleagues for days. For starters, think eye-catching graphics, lightbox counters, interactive displays – and colour! Utilise technology in creative ways to draw attendees in, whether through virtual reality experiences, live demonstrations, or interactive games. The goal here is to create a space that captivates attention and sparks curiosity. Attention goes where energy flows. If people are drawn to your booth, they will be sure to attract even more people to see what all the fuss is about.
2. Personalise your interactions: In our digital age, genuine human connections are more valuable than ever. People seek and desire human interaction. Train whoever is holding down the fort at your booth to engage with attendees authentically. Ensure they know to focus on building relationships rather than delivering sales pitches. Ditch the transactional interactions. Personalise interactions by demonstrating a genuine interest in attendees' needs and challenges, and tailor your messaging accordingly. Be a breath of fresh air instead of the overbearing sales guy next door. Remember, meaningful connections forged at conferences can lead to long-term partnerships and opportunities.
3. Show up with enthusiasm: Have you ever approached a booth with one person looking down at their phone and never looking up to greet you? Listen, some people are simply better left behind a screen – don’t ask them to staff your booth! Pick the enthusiastic ones, the ones with infectious smiles who are passionate about the brand and connecting with people. Make sure whoever you choose is prepared and briefed. It’s also crucial to turn up on time! Ensure the people representing the brand are proactive and will engage with prospects, attract y-passers and scout the room for the right target audience. Make sure the people representing your brand are just as shiny and inviting as your booth.
While branded merchandise is a conference staple, the key is to offer items that are not only useful but also memorable and aligned with your brand identity..
4. Create Memorable Swag: While branded merchandise is a conference staple, the key is to offer items that are not only useful but also memorable and aligned with your brand identity. Steer away from the stock standard (pens, USBs, coasters) and try to come up with a piece of merchandise that can act as a conversation starter or help tell a story. The swag is something that the person will want to use or keep on their desk. This isn’t just another branded pen; this is something that is a reference point to your brand. It will go on to represent you long after the conference and it should be something that keeps the conversation going. For example, One Little Seed’s recent hit merch was eye-catching, sustainable, eco-friendly and 100% on-brand. We created plantable postcards embedded with seeds instead of flyers or business cards and gave out succulents in an OLS branded pot.
5. Leverage Social Media: From pre to post event, make sure everyone knows you are there! Spark the enthusiasm before the event! Schedule a “Visit us at booth xxx” post at least twice before the event with a teaser of what attendees can expect. If you are speaking at the event or have a giveaway, promote that too! During the event, get your face on camera and share live updates, behind-the-scenes glimpses, and highlights from the event to engage with both attendees and those following remotely. People love seeing “real” content! And just because the event is over doesn’t mean that you have to stop your enthusiasm! Share photos from the event and ignite some conversation with your followers. Get the people who attended the event to comment on the post with insights or things they enjoyed about the conference to get the conversation going. If you gain enough insights from the event, consider a post-event blog!
So, there you have it. Five tips to ensure your brand stands out at the next conference. The benefits of a great conference experience will encourage you to stand taller and more confidently at the next one and the one after that. Conferences don’t have to be a boring block in your calendar. Have fun with them and watch what happens.
