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The reality of standing out from the marketing crowd

July 24, 2010 |

Exhibitors at Marketing Week Live 2012 proved to have more of an appetite for sweets and other giveaways, than new integrated media, according to research.

The review of 41 marketers in the Online Marketing hall, carried out by exhibition stand supplier Nimlok and sister creative agency VU-tbg highlighted marketing staples such as competitions (22%) and product giveaways (46% of exhibitors provided giveways, 53% of these were sweets) were still in vogue over more innovative approaches.

The research showed that half analysed used integrated TV screens and a quarter laptop demonstrations, but only 10% integrated social media

Despite the centre stage being full of digital discussion, including the presentation by Coca Cola’s GB marketing chief, and a key focus of the event, less than 10% of exhibitors used social as part of their stands.

Digital specialist VU-tbg was one of those integrating social media via its Twitter feed, and showcasing new technology via its augmented reality Ideas Cloud.

Rob Newell, creative digital director at VU-tbg, said: “We were expecting a greater take-up amongst exhibitors of newer technologies, as a way of helping their potential clients maximise their marketing budgets. But it seemed competitions and sweets were still the most popular way to try and entice people to stands.

“Although on the day they might offer interest, a question that an exhibitor should ask themselves when incorporating a competition within their campaign is how valuable is the lead that is generated? Digital could be a sweeter option to secure longer-term interest. ”

Feedback gained from delegates suggested they were ready for change. Nimlok and VU-tbg’s on-stand Twitter wall and auras generated descriptions via Twitter from @pumpkin01 as “virtually out of this world ” and @deena as “inspiring, funky, fresh “.

The event, held at London Olympia, attracted 13,000 delegates.

VU-tbg is a full service marketing and communications agency that offers PR through to marketing consultancy, branding through to websites. It was formed in January last year, via a merger between VU Creative and The Bridge Group – a top 10 PR Week public sector consultancy.

Nimlok has more than 40 years forward thinking exhibition stand design experience with a reputation built on reliability and excellence and will be showcasing their innovative and cost effective range which is available worldwide.

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