Consider the senses and the intangibles.
Understanding how people learn and recognizing the emotional aspects of how engagements make them ‘feel’, are critical components to consider when crafting a superior event experience.
The goal is to ensure that the experience you design and deliver looks, sounds, thinks and performs like your brand.
Look like your brand
Make certain the branded experience is part of an enterprise-wide effort/campaign, fully integrated with all of your other paid, earned and owned media efforts as well as your sales efforts. The branded experience should look like an extension of your presence in the market.
Sound like your brand
This is all about leveraging communications assets of all media types across all platforms. Messaging should be consistent in tone and content. Specific messaging created for your brand experience should integrate existing content to provide this consistency, with additional attributes to customize the specific installation.
Sell like your brand
It is imperative to create interactions between your experts and booth attendees. Make sure there are interactive, sales-enabling experiences linked directly to your sales goals. Experiences should be reflective of your brand promise, using case studies and customer testimonials where possible to inspire confidence. Technology is often used to facilitate these types of immersive multi-sensory experiences while capturing actionable data at the same time.
Perform like your brand
Make certain you are delivering quantifiable metrics of success, value and differentiation in the experience. Be clear on the measurement tactics to be used, and the goals for success. Implement a mix of quantitative and qualitative methods for a well-rounded vantage point of the event’s success.
The best branded experiences take what you already do, and do best, and translate them into the face-to-face environment to engage the senses. Make sure that you really are bringing your brand fully into the branded experience.