“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.
