Trade shows and
exhibitions have been a mainstay in the B2B world for such a long time
now, surely there’s no need to question their effectiveness in the
buyer’s journey? Think again: in this increasingly digital age, we
need to take another look at their impact on ROI for
businesses, who are having to go bigger and bolder with exhibition
offerings in order to appeal to younger and more digitally
savvy customers.
With limited budgets, it’s important to get it
right without breaking the bank. But how? Experiential (or
engagement) marketing could hold the key. It creates memorable experiences
between brands and their consumers, using an activation – anything from stunts,
to immersive events or product sampling – and allows brands to directly
interact with or ‘wow’ their customers or prospects.
To
help b2b marketers get the most out of tradeshows and exhibitions, we’ve
created a guide on experiential marketing with key considerations and advice.
What’s
covered?
- The
potential of experiential
- Appealing
to modern b2b buyers
- Preparation
for your big day
- Cultivating
a brand story
- Smaller
events you shouldn’t ignore