Level up with Leanne: the power of partner activations
Leanne Calderwood
The goal is not just to attract attention but to create an experience that embodies your brand and leaves a lasting impression.
iStock photo by lkpho49
As meeting and event partners, you are attending industry conferences and tradeshows throughout the year, and the art of creating a memorable partner activation is akin to striking gold. It's more than just setting up a booth; it's about crafting an experience that resonates with attendees, creates lasting impressions, and distinguishes your brand from the competition.
Whether you’re building your 1st activation, or your 101st, understanding the best practices to create engaging activations is key to your success.
The benefits of strong activation
Great activations go beyond the “freebies” and chotkes you may use to attract attention to your booth. Activations can go beyond that initial attraction by:
Enhancing brand visibility: A thoughtfully designed activation goes a long way in elevating your brand's visibility. It's not just about being seen; it's about being remembered long after the show has finished!.
Deeper engagement: Engaging activations create meaningful interactions with attendees, leading to stronger connections and potential business relationships. (free pens and candies aren’t able to do that alone….)
Amplified networking opportunities: By drawing in a crowd, your activation becomes a hub for networking, opening doors to new collaborations and business opportunities. We’re in the business of bringing people together, your booth activation should do that as well!.
Knowing your audience is the foundation of any successful activation. Are your meeting planner clients tech-savvy professionals, creative minds, or business-oriented individuals? Tailor your activation to resonate with their interests and needs.
Consider telling a story!
Your activation should narrate your brand's story. Use visuals, interactive elements, and personal interactions to convey your brand’s values, mission, and what sets you apart.
Leverage technology
Incorporate technology to create an immersive experience. Whether it’s through VR, AR, or interactive displays, technology can significantly enhance attendee engagement.
Create interactive elements
Interactive elements encourage participation and make your activation memorable. This could be anything from a hands-on demo of your product to a fun, industry-related game.
Offer value
Provide value beyond promotional materials. Educational sessions, expert talks, or exclusive previews of new products or services can make your activation more appealing.
Focus on aesthetics
First impressions matter. A visually appealing setup that aligns with your brand identity can attract more visitors.
Train your team
Your team should be knowledgeable, approachable, and embody your brand’s ethos. They are the face of your activation and key to making meaningful connections.
Setting your activation apart from competitors
Setting your brand apart may seem like a daunting task (especially when you’re attending multiple shows a year), but a few mindful tips can help you create something to be remembered.
Innovate, don’t be afraid to try something new. Unique concepts or experiences are more likely to stand out in a sea of sameness.
Personalize experiences, create personalized experiences for attendees. This could range from personalized product demos to custom-made giveaways.
Foster connections, focus on creating genuine connections rather than hard selling. Engage in meaningful conversations and listen to the needs and feedback of attendees.
Follow-up, post-event follow-up is crucial, but often forgotten. I get it, it can be exhausting, and this additional step can be time-consuming. But don’t let all your hard work go to waste! Capitalize on the follow-up, stay top-of-mind, and increase your ROI by sharing additional information, and express your gratitude for their visit.
A strong partner activation can be your ticket to heightened visibility, deeper engagement, and fruitful business opportunities. By understanding your audience, leveraging technology, offering value, and focusing on aesthetics and innovation, you can create an activation that not only stands out but also resonates deeply with attendees.
The goal is not just to attract attention but to create an experience that embodies your brand and leaves a lasting impression.
Are you ready to level up your tradeshow activations?
To your success,
Leanne
P.S.There’s no better time to try new activation ideas than at the upcoming Canadian Meetings + Events Expo, August 12-13. Need some help with new ideas, send me a note - I may just know the right partner that can come alongside you and help you level up your game for August! → leanne@leannecalderwood.com