Skip to content

Smart Meetings

Connect with us:
Subscribe Now

Smart Meetings

  • Magazine
    • Current Issue
    • Magazine Archive
    • Manage Your Subscription
  • News
    • Breaking News
    • Travel
    • New and Renovated
    • Events
    • Smart Travel
    • Smart Moves
    • Sponsored Content
  • Strategy
    • Reports & Surveys
    • Resource Guides
    • Trends
    • Career
    • Technology
  • Destinations
  • Events
  • Webinars
  • Video/Podcast
    • What One Thing?
    • Smart Start Radio
    • Videos
    • Lessons from Leaders
  • Marketplace
  • Industry Awards
    • Smart Women in Meetings
    • Smart Stars
    • Platinum Choice Awards
    • Meeting Professional of the Year
    • Catalyst Awards
  • About Us
Connect with us:
Subscribe Now
  • Magazine
    • Current Issue
    • Magazine Archive
    • Manage Your Subscription
  • News
    • Breaking News
    • Travel
    • New and Renovated
    • Events
    • Sponsored Content
    • Smart Moves
  • Strategy
    • Resource Guides
    • Reports & Surveys
  • Events
  • Video/Podcast
    • Videos
    • Lessons from Leaders
  • wrapper
    • Marketplace
    • Sourcing
    • Webinars
    • Destinations

Career

6 Building Blocks of Event Activation

by Smart Meetings

September 20, 2019

“Event activation”—you’ve heard the buzzword, but you’re still not exactly sure what it means. Don’t worry, you’re probably doing exactly what you need to. As USA Expo explains, event activation is “a way to activate your brand or company through a strategic presence at events.”

From square-footage to audience demographics to decor, everything is taken into consideration to create your brand’s best event yet. Here tips on how to get the most out of your event activation.

1. Integrate Technology

Presence isn’t just physical—a virtual one matters, too. Whether you like it or not, people are going to be pulling their phones out at your event. Make the time somebody checks Instagram into a way of promoting your brand. Create a catchy hashtag to use across social media, so you can track those who stop by your event. Want to up your game? Turn a section of your event into a space for selfies. People like sharing the hip things they’re seeing—make sure the scene at your event is one of those things.

2. Give Potential Clients Something to Remember

Everyone likes free things. It’s human nature. Giveaways are a great tool to get people interacting with your brand and to demonstrate appreciation. Think outside of the box—order a batch of branded sunglasses, put a sticker of your company logo on a mini liquor bottle—anything that connects your brand but isn’t a simple flier or postcard. People will value the gesture and admire the creativity, making for a lasting impression.

3. Add a Dash of Personality

Throw a neon sign on the wall. Decorate with bright colors. Choose a theme and have your staff wear outfits that emphasize it. People crave connections, and they’re hard to achieve when an event feels clinical. Personality warms attendees up to your brand, establishing a personal connection with it. People will remember the sentiment of an experience. A positive interaction can greatly benefit your relationships with potential clients.

4. Make the Most of All the Space

So what if your space at the convention is small and you can barely fit 30 people at once? Use every nook and cranny to make your booth feel bigger than it actually is. Place a decoration in a corner, or use it as the space for your photo opps. It can be hard when you feel as though you have no space to move, but as long as you have something in every space, people will barely notice they’re shoulder-to-shoulder.

5. Hire a Stellar Staff

Ideally, you have staff members who know what your brand is about—but can they sell it? When attempting to stand out, you’ll need a staff who can sell your brand in a personable, approachable and amusing manner. Nobody wants to discuss the benefits of your product with a robot; people want to know that others are passionate about your brand and enjoy representing it. This goes back to connection—everyone wants to feel it, and enthusiastic brand ambassadors will help bridge the gap.

6. Have Fun

In the end, an event showcases what’s spectacular about your brand. It’s easy to stress over the small stuff, but don’t feed into negative overthinking. When attendees sense your enthusiasm, they’ll want to join in.

advertisement

Be the First to Know

Everything meeting planners need in one beautiful print and digital magazine

Subscribe now View this Issue
subscribe

Related articles

Wine glasses on table in banquet setting

Jun 11, 2025

Accidental Planner: Master the BEO

JT Long
Wine glasses on table in banquet setting

May 20, 2025

Event Risk Is Inevitable—Planning for It Isn’t

Eming Piansay

Related Posts

Hands holding soil with sprouting leaves

May 13, 2025

5 Ways to Make Your Next Event More Sustainable—Starting With the RFP

Guest Author (Glenda Brungardt and Glenn Hansen)
Quinn Conyers Verbal Business Card feature image

May 13, 2025

How to Level Up Your Conference Game

Sara Robertson
Wooden blocks that read "build trust"

May 7, 2025

The List: Build Vendor Relationships Like a Pro

Sara Robertson

Subscribe to our newsletter!

Be in touch with the hottest topics around & the breaking news around the world.

Subscribe to Magazine and Digital News

About Us

Smart Meetings is the leading meetings industry publisher and voice of inspiration for meeting professionals. We inspire our audience of meeting and event professionals to dream big—and create brilliant experiences that delight attendees, achieve desired results and elevate the impact of the meetings industry. Smart Meetings publishes cutting-edge meetings content in print and digital magazines 12 times per year, hosts world-class networking events, produces CEU-accredited webinars and offers a myriad of digital resources.

Resources

  • Who We Are
  • Contact
  • Magazine
  • Advertising
  • Press
  • Our Policies
  • Manage Your Subscription

Social Media

Registration on or use of this site constitutes acceptance of our terms and conditions and privacy policy. Smart Meetings © 2025 Bright Business Media LLC. All rights reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Bright Business Media LLC.

Consent Preferences