How to Cut Through the Noise in Experience Economy with Trade Shows
“Experience Economy” is the in-thing these days; exhibitors all around the world seem to be talking about it, not many of whom have the slightest idea of what it means, to begin with, and those who do, well, they often fail to make the most of it.
Let’s start with what the experience economy is and more importantly, what makes it the need of the hour?
If you have shifted your focus from the goods and services you sell, and are now engaged in delivering experiences that the customers can relish and be a part of, voila, you already know what experience economy is, but if you haven’t, here’s what you need to do – sell your goods and services, of course, that’s what you are out there for, but do it with a different approach – try and emphasize the effect(s) your offerings can have on people’s lives. Once you do that, there’s no stopping you!
Trade Show and the Experience Economy
What is that you aim to achieve through your company’s participation in exhibitions, events and trade shows? Reaching out to the customers? Hosting a conference or organizing a roadshow isn’t going to get you there anymore. You have to look for new, engaging ways. Simply put, unless the customers or the attendees are the core of everything you do, you won’t succeed, not in today’s modern, multi-sensory world!
Ways to Succeed In the Experience Economy with Trade Shows
- Cash in on shareability: Given the fact that your customers are already using the social media to capture their lives’ moments and share with hundreds and thousands of followers, it shouldn’t be a problem for you to deliver shareable experiences. The icing on the cake is that even those who are not physically present at your events can now be a part, right from the comfort of their home(s), if and when you give the attendees enough reasons to share their experiences online.
- Let them dive in: The attendees are looking for multi-sensory experiences, the ones that they can be a part of and/or relate to. Give them what they look for. Use virtual reality (VR) and augmented reality (AR) to your advantage, but make sure you deliver immersive experiences if you are looking for genuine emotions or responses. The idea is to grab their attention, and if you can virtually teleport them from one part of the world to another, they’ll be all ears (and eyes), and pay attention to whatever it is that you have to say.
- Appeal to all five senses: There are only two ways to go about any Trade Show – you either stand out from the competition or you don’t. The difference lies in whether or not you know how to incorporate sensory activities into your Trade Show. Choose the right kind of music, be careful while zeroing in on the light activations and offer unforgettable culinary experiences and you are good to go. And of course, if there are some interactive activities that the attendees can be a part of, there’s nothing like it.
Here’s the thing: the attention spans are way shorter now, and also those who attend your Trade Shows expect a lot more than they used to. It’s high time you adapt to the change and offer immersive, multi-sensory, and disruptive experiences. Do it now, before the competition decides to make the most of the experience economy, leaving you with little to no choice.