Stateside with Stephanie |
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CES 2024 |
Above : Montreal ’ s lavatories takeover
brands upwards in the millions of dollars , is the opportunities , hopes and dreams Eureka Park represents to thousands of entrepreneurs . It ’ s at the heart of what the exhibition industry does : provide tangible opportunities to build and grow businesses , helping people to live better .
Instead of focusing on the products and activations at CES this year , I ’ d like to talk about some things show management did well that probably doesn ’ t get much attention . While most of us will never have the same budget as the Consumer Technology Association ( CTA ), the owner and producer of CES , they do some very smart things other organisers may want to try , that aren ’ t budget-busters .
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1 . Provide the media press releases with subject matter and links in once-daily emails . Updated no more than once daily , or whenever there are new press releases uploaded into the system – these emails are sent all year-round . Not to be outdone by their exhibitors , CTA uploads their own press releases in the system . Why it ’ s smart : Make it easy for exhibitors to share show announcements with trade , national and international media . It helps create excitement and FOMO – and may persuade those locals on the fence about attending to visit your event .
2 . Release the names of new product and innovation award winners before the expo begins . With the intense competition between companies vying for awards , give those winners a chance to proudly incorporate awards into their stand design ahead of the show , when it will cost less . Why it ’ s smart : The more publicity award winners receive , the more entrants for the awards the following year . It adds prestige to
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Above : Stephanie and Julius |
your show , awards programme , and exhibitors . 3 . New Product and Award Showcases have ( mostly ) become boring static displays with winning products placed inside of glass showcases . Jazz it up ! Position a specialised step and repeat inside the area , encouraging social media moments . Allow winners to demonstrate their winning products from within – in addition to their stands . a . If you organise a large exhibition with the exhibit halls segmented by category or industry , place those winner showcases in the same vicinity , making it easier for visitors to see products they are interested in . Why it ’ s smart : Design your new product showcases to be fun and interactive , then watch visitors gather in greater numbers .
Conclusion One of my biggest takeaways from both excellent events are that organisers and stand builders should do a better job helping clients / brands understand that activations are not static , and whoever spends the most money isn ’ t necessarily the most successful in messaging . They just spent the most money .
Work with your exhibitors on their stand design and messaging . There were more than a couple of interactive , attractive large stands at CES where I cannot remember either the name of the company or what they produce – or both .
The Test Can participants in your activation remember your company / organisation name AND what you make / sell / represent for more than ten minutes afterwards ? Twenty ? Days ? If yes , congratulations ! Your activation is memorable . If not ? It ’ s a failure . EW
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