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Frequently Asked Questions (FAQ) What is experiential branding? I need a new trade show booth? It needs to be real cool. How would you design it? What kind of exhibits do you sell? I have various needs. What are your thoughts of corporate lobbies and demo rooms? Answers What is experiential branding? Experiential branding is the integration of programs that create immersive experiences to engage more of the target audience's senses to feel and understand the company's product and services and be able to differentiate them from the competition. The goal is to convey the tangible and intangible attributes and make the target audience experience the brand before they have to pay to experience the brand. This is achieved through special events, trade shows, mobile marketing, mall shows, corporate lobbies and demo rooms and any face to face opportunities. Why is experiential branding important today? Traditional communication and media channels such as radio, television, direct mail, magazine ads, etc. have lost their power to communicate and message retention. The audience today is bombarded with an immense amount of information overload and choices. It also gets its information and entertainment from a variety of resources. This makes reaching, attracting and convincing the audience through traditional media more difficult for marketers. We have to communicate and take the message to the prospects and customers and break through the clutter and connect. The audience needs to connect and retain the essence of the brand to become a customer. Traditional media creates awareness. Experiential branding programs take the audience from Brand Awareness to Brand Adoption through the immersive interactive experience. My company attends many trade shows and the CFO and the management are questioning the benefits and the return on investments. Any suggestions? Our experience has taught us that companies should do an honest audit of their trade show programs. Majority of the companies tend to attend more by habit or as a shotgun approach than a strategic and targeted purpose. The power of the medium is lost or not efficiently used because of the attention being put on the wrong criteria and not integrating the show program to be accountable to the total marketing, sales and bottom line contribution for the company. Do not use your trade shows as isolated events for chest beating or a sales getaway. Synchronize the trade shows into a program that coordinates with marketing and PR efforts. Then create quantifiable Return on Objective (ROO) and Return on Investment metrics for the CFO that relate to expected revenue generation. Upper management wants and needs to see results. I need a new trade show booth? It needs to be real cool. How would you design it? First of all at Configurations, we would try and find out from you the following:
We would then come up with a strategy that will drive the creative concept of the message, the environment, the interaction and yes, we will make it a very cool exhibit and environment appropriate to the goals. We really thrive on the coolest part of all... Results! What is mobile marketing? Mobile marketing are programs where the message and communication is being taken to the prospect and customer base. Exhibits, demonstrations and the core message are being transported in various mobile units like trailers, executive coaches, etc., to special private or public events, including malls, so that the audience can get a hands on feel and a face to face with the company and product so that they can experience the tangible and intangible aspects of the brand. What kind of exhibits do you sell? I have various needs. We design/customize and integrate any type of exhibit materials and display systems for your needs. We represent and incorporate only best of class and best of breed providers of materials, portable and modular exhibit systems, banner stands, point of sale, fabric structures,lighting, audio and video equipment. We can create a communication tool chest to meet the various types of messages and venues where you need to present. We also have a vast inventory of modular rental inventory that can be customized to your needs to augment your properties. What are your thoughts of corporate lobbies and demo rooms? We see a change in some of the philosophy of the corporate lobby. Initially they were used as a welcome area and a positioning statement of the company. The demo rooms were situated in the interior of the space and the customer, or prospect, was taken to the room and the demonstration took place. The new thinking incorporates some of both. The idea is to create the brand experience over the different stages of the visit where it builds to the target becoming a fan. The ingredients of the experience are the hospitable welcome, lobby environment to make comfortable and educate/entertain and prime the audience to an expectation and positive experience awaiting them. Mini messaging or demo units can be used to make the visitor get more of their senses alerted and excited for the higher of level interaction to come.
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