Every year, the release of the
latest EA Sports Madden NFL video game is highly anticipated by gamers
everywhere. Devoted Madden fans have even petitioned to make
the "in-store" date of August 22nd an official holiday. In
order to help bring the release of this year's game even more to the
forefront of popular culture, Freestyle Interactive teamed up with Wieden
+ Kennedy to create an integrated campaign to help build momentum behind
a "Maddenoliday" movement.
TV, radio and online advertising drive fans to the "Countdown
to Maddenoliday" minisite created
by Freestyle Interactive. The site introduces people
to the holiday and celebrates all things Madden. The design
is open and easy to explore, with surprising elements hidden
throughout. To encourage repeat visits, a major part of the
site features a "Maddvent Calendar," which unlocks
a new piece of content every few days, from screen shots, to
videos, and everything in-between. For example, viewers can
spread Maddenoliday cheer by sending festive e-greetings to
friends, learning how to make tasty Maddenoliday recipes, reading
up on Maddenoliday traditions, and even listening to a Maddenoliday
carol.
The UI displays a strong attention to detail in blending these two
long-lived, tradition-rich themes-- with blinking football lights
strung over the mantel, framed Maddenoliday cross-stitch on the
wood-paneled wall, and goody-filled sweat socks hung with care.
Some of the Maddvent treasures are things we have seen before (video
clips, e-cards, and screenshots) but many -- like the game play
coupons, the Maddenoliday Carol sheet music, and the Maddenoliday
Kit with printable ornaments and gift wrap -- were original and
creative executions. The book of Maddenoliday Traditions is a standout--
try animating the illustrations in "Tackling under the Ham
Hock…" for a quick and hearty laugh.
Tease All The Senses?
At a typical trade show your eyes and ears are pretty
much being taken care of, but what about the sense of smell,
touch and taste? Here are a few strategies that can help engage
all the other senses.
Smell - Smells can create quite an emotional
response in most individuals. In fact, you probably have a fond
memory attached to the smell of your grandmother's freshly baked
cookies or the smell of wood in your father’s workshop.
Scent Air http://www.scentair.com/index_flash.html based in Charlotte,
NC, offers scent delivery systems that are normally used in retail,
medical and entertainment venues but can easily be adapted for
the trade show floor. The company offers over 1000 scents and
can even custom create a branded scent just for your company.
Touch - Touch is how we learn as children and
is also a valuable learning tool as adults. Put products in client’s
hands, let them try them out. Try not to see what you sell as
museum pieces that no one can use. A more subtle approach in
engaging touch is through your feet. The only thing I hate about
walking the show floor or working at a show is how my feet feel
afterwards. By the end of the day I find myself looking for soft
carpets to walk on so why not take advantage of this dilemma.
The Comfort Channel www.comfortchannel.com offers quite a variety
of foot massagers and many of them are quite portable. Invite
prospects in for a nice foot massage while discussing how you
might be able to help further their business. You can also help
your prospect to remember you on the way home. For most trade
show attendees the way to and from the show is via plane. Instead
of the typical pen promotional item why not give away branded
inflatable neck pillows.
Taste - Taste can be quite a challenge as we
most often taste things by eating. Some shows will enable you
to give out food and others won't so make sure to refer to your
exhibitor’s manual. You can purchase branded food items
with your company name and or logo.
Anheuser-Busch National Retail
Sales' created an exhibit that truly incorporated all the
senses. The booth's lighting and music creates
the warm mood of a pub. Samples of ingredients used in brewing,
such as hops, barley, rice and beech wood, were placed around
for attendees to smell, touch and taste.
Waltzing Waters, which creates
illuminated indoor/outdoor musical waterfalls and fountains,
showcased its products in an enclosed space to escape overhead
convention-center lights at the International Builders’ Show
in Orlando, FL. Waltzing Waters enclosed
three sides of its 20-by-40-foot exhibit space with several
layers of black duvetyn, a fabric used in theatrical productions.
Inside, illuminated water from the fountain danced and swayed
as it changed shape and color in sync with music. Attendees
could feel the cool mist in the air; and smell a fresh summer
stream. Waltzing Waters’ dark room helped them grab
3,000 leads and coverage on HGTV’s Builders Show wrap
up.
Ten Easy Ways to Attract Visitors to
Your Booth
Improve your lighting. Any booth will attract attention
if it is well lit. The human eye is naturally attracted to bright lights.
Be the brightest on your block and attendees will gather like moths
to a porch light.
Color your world. Bright colors are pleasing to
our eyes and exciting to our brains. Bright, rich colors presented
in high contrast attract visitors to your booth. But be aware of the
mood you put people in with the colors you use. Green = nature, Red
= excitement, Yellow = optimism, Black = authority, White = purity,
Blue = serenity.
Use the soft touch. Upgrade to quality carpet and
padding. Your feet, your staff, and your attendees will thank you.
The soft feel underfoot gives the impression of quality and class.
Extra Tip: Match your booth carpet color to the aisle carpet and be
sure there is no break between the two and you eliminate physical and
psychological barriers to your booth!
Create an open atmosphere. Eliminate all other physical
and psychological barriers to your booth by making it open and inviting.
Move the furniture to the back and sides to create space for attendees
to come into your booth for discussion and ultimately sales!
Make something move. Provide movement to attracts
attendees' eyes and in turn their bodies toward your booth. If your
product doesn't move, toss a giveaway into the air (and catch it),
move your arms, play with a yo-yo, or blow bubbles. Activity attracts
people's attention and piques their curiosity. Be sure to involve your
product physically or through a sales pitch or anecdote.
Tickle the senses. The olfactory sense is our most
powerful sense. Smells often trigger the most pleasant of memories.
Put a drop of vanilla on a light bulb, rent cookie baking equipment,
warm brownies, or bake bread to attract visitors to your booth. When
was the last time you weren't hungry at a show?
Personalize your exhibit. Your exhibit doesn't have
to be all work and no play. Put a table lamp in your booth, lay down
an area rug, use props (holiday, seasons, sports, or regional), or
decorate with items you plan to give to key clients — all to
attract attention and initiate conversation.
Invent a corporate dress code. Don't make the attendee
search for your staff. Have corporate attire made so that everyone
wears the same shirt, tie, scarf, vest, or jacket. Even a simple accessory
will let the attendee know whom to approach in your booth or elsewhere
on the floor.
Go high-tech. Use all the tools at your disposal
to provide information to your clients and potential customers. Use
websites, email blasts, fax broadcasts, electronic product directory,
web links, and PDA downloads. Don't pass up these inexpensive and effective
opportunities.
Staff your booth with the best. While steps 1-9
are great ways to improve your exhibit, nothing will increase your
sales like choosing the right people to staff your booth. Only send
your best, happiest, and most outgoing staff — no matter what
their position within the company. You need people willing and able
to initiate conversation with anyone, answer questions about your product,
and record lead information.
If the idea of implementing all ten steps seems daunting, take it slow.
Try out a few ideas to see how they work with your product and within
your industry. Whatever you do, have fun and be comfortable with your
exhibit, your marketing plan, and your staff.
TLC for VIPs
If you don't show your VIPs that they're very important,
how are they going to know?
Most likely, these VIPs are just as road-weary, nutrient-deprived,
and sore-footed as you are after a full day at a trade show.
So show them you care and give them a break. Here are three ideas:
Host an event in your booth right
after the show closes, with beverages and hors d'oeuvres. VIPs
are more likely to stick around after the show rather than
find you at a hospitality suite later in the evening. Plus,
it gives you another chance to show your products. Check
with the food service provider at your convention center
to arrange food and beverage details.
Serve up a hearty executive breakfast
in a conference room or suite before the show hall opens. Send
printed invitations to key execs before the show. To personalize
it, cook eggs and specialty items like Belgian waffles and
pancakes to order. Your VIPs will appreciate starting out
their day with a good meal, and breakfast is an especially
cost-effective meal since you don't have to serve alcohol.
Host an all-day coffee reception
in a conference room during the show, using the event city
as a theme. Send invitations to VIPs before
the event and let them know they can visit throughout the
day. Rent a coffee bar and decorate with posters, city maps,
and brochures from the event city. (Check with the local
Chamber of Commerce to see if you can get these for free.)
You can also give VIPs a packet of coffee beans and swizzle
sticks, and hold a drawing for an espresso machine.
Besides tradeshows, what's the best
bang for your bucks?
For some organizations, there's no business like tradeshow
business. But diversifying your marketing efforts leads to better results.
So what are the alternatives that deliver the same branding and relationship-building
vehicle?
Other than phone calls to follow up with tradeshow attendees, marketers
can grow the relationship with clients using other means for staying
in touch. Two ways to get the most out of your tradeshow marketing efforts
are to...
1. Take advantage of your Web site
2. Send email newsletters
Take advantage of your Web site
With all the interactive tools and applications available today, companies
can use their Web sites to demonstrate products and incorporate detailed
product or service descriptions, benefits, and other information that
would be time consuming or inappropriate to bring up at a tradeshow.
Plus, providing attendees with a card that has your Web site and newsletter
addresses can extend the relationship. Or have a sign-up sheet at any event,
conference, or related venue so you can collect email and contact information.
Then, you can follow up with an email pointing to the site and other resources.
As a bonus, a regularly updated Web site attracts search engines, helping
the site earn a high spot on the results pages—which is another way
to get your company's name in the limelight.
Send email newsletters
Like Web sites, email newsletters enable companies to stay connected
with prospects and continue to build the relationship. An email newsletter
shouldn't be a sales sheet; it should give valuable information to your
prospects while highlighting your company's expertise.
Produce an e-newsletter that highlights your customers in a way that benefits
them, your employees (particularly those who have customer contact), any
new products or services you may have and tips that will make the customer's
life easier or more productive (by using your product or service whenever
possible but don't limit it to that).
Integrate your Web site with the newsletter. Keep in mind that for newsletters
to be most effective, they have to be produced on a regular, predictable
schedule. Web sites and email newsletters work well together. You might
consider adding a blog or wiki, depending on your needs and how you would
use them. Whatever you do, the point is to mix up your marketing programs
and activities so they're seamless and help build a bigger audience.
