Having just returned from the bustle of Mobile World Congress 2019, feeling reflective and enthusiastic about our findings from the show with artificial intelligence, robotics, digital identity and mobility being a few of this year’s hottest topics the team couldn’t help but be awakened by some key opportunities and touch points that exhibitors could missing out on.
Take a look at the Tribe’s 5 hidden touch points below that exhibitors should actively be thinking about for MWC 2020:
- Pre-show visibility- It sounds nothing out of the ordinary but enough emphasis cannot be put on the necessity for a 360-degree event marketing approach and the importance of making your business visible prior to the show. This is probably one of the first touch points visitors will encounter with your brand. The buzz of MWC begins far in advance of the show days and also lasts long after the physical existence of the show. Whilst many exhibitors already notify their existing community and channels of their upcoming presence at the show, there is still a clear gap in reaching out to prospects and show visitors beyond this. Giving your target audience a sneak preview into some of the topics you will be addressing and what value you will be adding at the show would be a great place to start by building up the anticipation of your presence. Exploring further paid digital avenues and joint content marketing with partners would be another great avenue to explore for exhibitors to gain even further reach.
- Coherent stories– Commonly known- touching brand stories have the potential to create fundamental change amongst your audiences. Change in their attitudes, perceptions of your brand and even to their behaviour. So you can only envision the impact that can be achieved when stories are made coherent across the whole experience. But how can you make the entire story consistent from pre-show, during and post show? Exhibitors should consider leveraging on using visitors to create word of mouse marketing based around visiting your stand- social conversations during live events are powerful. Clear messaging is also key in a show where you are pushed from pillar to post frantically trying to take everything in. Less is more (creativity is still imperative but shouldn’t take away from the key objective), a hard concept to grasp in relation to MWC when the big players usually pull some big stunts, but if your messaging isn’t clear from the offset it could be a lost opportunity. Make sure people can come away from your stand with a clear understanding of what you do and what value you can add above the competition. Be sure to tie this in with the theme of the show, as after all the attendee has displayed a keen interest in this.
- Outdoor environments- When we think of MWC and the fast-paced, pupil dilating experience it offers, we directly link this to the buzz created throughout the show halls. But there is a massive opportunity potentially being ignored between the halls in the outdoor environments. As a visitor it is a necessity to break up the day and frequently take some time-out to reset and plan your next stop. The outdoor environments at MWC offer a less competitive presence which can act as a more subtle way to communicate your message in a highly hospitable way. Branded outdoor environments, if done right can be highly effective offering a moving experiential led experience that potentially can’t be achieved when competing the bustle of the rest of the show.
- Rise of the on stand ‘chill zone’- Undoubtedly and frequently, visitors need to relax and reboot after being caught up in the overall excitement of the show. You could be missing a key touch point if you ignore the need for unique hospitality and ‘relaxed’ themed areas in your stand design. It would be a great proposition to offer attendees the opportunity to chill out and take 5 between stand hopping. This doesn’t mean that visitors will use your stand as a pit stop alone but will instead be able to recharge and absorb your brand story at their own pace.
- People- The typical event attendee will attend shows with the aim of engaging in more face-to-face conversations along with the chance to be educated and expand their network. This attendee objective alone, places people as one of the most important touch points at the show. Don’t underestimate the importance of your on stand staff and ensuring your messaging remains consistent but still human. Be sure to everyone is on the same page with what story and messaging is to be communicated with stand visitors, as well as capturing any potential leads ready for the all important post show follow up.
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