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Back to school at Marketing Week Live 2015

May 7, 2015 | Clare Farthing

This was the first time I had exhibited at Marketing Week Live and I wasn’t disappointed. It was interesting to note that one theme seemed to dominate the entire event: education, education, education!

I was therefore really pleased to unveil our thrilling exhibition stand and campaign theme, “Fuel Your Exhibitions “, to an eager audience of information seeking marketers and guide them through our thought process on exhibiting best practice.

Fuelling marketers’ imagination

Stand design – Our exhibition stand design hit all the right notes with our target audience. We wanted to create some WOW factor on the show floor and, therefore, we needed to understand the visitor profile in detail. Through preliminary research, we came to the conclusion that the design needed to pack a punch but also appeal to a gender neutral audience. Designing the stand with soft curved architecture and using pops of bright colour across hardware and graphics created an eye-catching presence on a very busy show floor.

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Campaign theme – Our aim was to showcase an exhibition stand that not only brought our campaign message to life in 3D format but also created an element of drama on the show floor.

The bespoke petrol pumps were hand-crafted in our factory by our team of expert carpenters and the metal petrol pump heads became quite a talking point!

Our show campaign was brought to life through strong graphics, themed promotions, social media activity, as well as a thrilling competition prize to win a Porsche Boxster for 72 hours!

Our campaign theme – “Fuel Your Exhibitions ” – clearly demonstrated to marketers how using our six exhibiting tips can deliver enhanced exhibition campaign performance that can ultimately drive ROI.

Interactive content – Part of our integrated campaign strategy involved digital engagement. We wanted to create memorable moments on our stand, so people could walk away having had a fun and positive experience. Our digital driving game involved racing around an imaginary event planner’s desk, picking up as many of our six exhibiting icons as possible within a 60-second time period. This demonstrated a great way to collect data for lead generation purposes. It was also reassuring to see many players clearly enjoying the challenge, either dissolving into a fit of giggles or coming back to beat their previous score. It definitely fuelled a competitive spirit!

Hybrid purchase – Our exhibition stand clearly showed how a premium stand design can be achieved by using a hybrid purchasing approach utilising bespoke and hire architecture. We also demonstrated our unique value message, going beyond stand design by creating a strong, measurable campaign theme.

Food for thought!

I attended some great seminars, workshops and presentations covering topics from content marketing on mobile platforms to the importance of utilising technology in marketing. One of the best presentations was delivered by Andreas Groke, Chief Content Officer for Videobeat Networks, who took us through his thoughts on successful marketing strategies on YouTube and how to market to the very distinct and unique behaviours of today’s YouTube audience. Food for thought!

For the full low-down click here and view our live interview at MWL.

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