They say you have seven seconds to make an impression before you lose someone’s attention. At an event such as a congress or trade show, you will likely have less time than that—with distractions coming at your audience from every direction. In an environment where brands pay handsomely for the chance to compete for your audience, how can you gain the edge you need to be successful? Here are 3 ways to capture your audience at events.
Verbal and Visual Clarity
Everyone loves a good mystery—but not when it comes to brand communications. As your audience makes their way through the event, attract their eyes with a bright, crisp, well-organized exhibit. Not only should they immediately understand your line of work, but they should also get a sense of your brand—whether warm or aloof, laid-back or buttoned up—it should all play out clearly with a simple glance of your installation.
Hopefully, your brand voice and messaging are already clearly defined (if not, we can help). While it may be tempting to put your company’s logo and tag line on every available surface—consider your audience. Does anyone attending the event care about your tagline as much as you and your team do? Instead, determine a handful of messages that will interest your audience the most—trying to stick under a common theme—and lay them out in a progression that will both capture their attention, and draw them in further.
Don’t neglect to consider where your booth or installation is located within the event. Some factors to consider might be the anticipated traffic flow, and proximity to the entrance, food, stage, or restrooms. If you know where your competitors will be, or where complementary brands may be—use this knowledge to place yourself strategically. If you’re a major sponsor, you’ll likely have a larger, more prominent space to work with, as well as additional surfaces to utilize—or even special events such as hosted seminars or dinners. At this end of the budget spectrum, we recommend hiring exhibit management professionals to help you get the most from your investment.
Events can be an exceptionally powerful way to attract and interact with your customers, if properly planned at executed. At Tamooz, we work hard to tell your ideal brand story—no matter the medium. If you’d like more detailed information about marketing, branding, or exhibiting; be sure to follow our blog, and visit us on Twitter or LinkedIn. Or—to get better acquainted—give us a call at +1 612 234 1153 (US), +44 7 835 160 205 (UK), +972 3 681 8885 (IL), or firstname.lastname@example.org.