Today I will show you how 2 of our clients boosted market share and turned event visitors into their promoters.
And they did it without any excessive investment in event marketing. Even more, one of the most valuable attention spreading tool was their visitor’s smartphones and willingness to share.
How our clients were able to see a rapid increase in their brand awareness and market share from day one and engage their pop-up gazebo visitors? Attention hook technique.
In this case study, I am going to show you exactly how they did it step-by-step.
What is the best part? It is not our invention, our clients came up with this idea so I have zero interest in making an elephant out of the rabbit.
Before diving into 3 super actionable steps on standing out of the crowd, lets clear the air about what is event marketing:
As Stephen Kim wrote in his event marketing blog:
Event marketing is the promotion of a product, brand, or service through in-person interactions. There are many forms of event marketing and each can be catered to address a marketer’s specific goals. A company can host its own event, building stronger relationships with its prospects and customers. A company can attend an event as an exhibitor and introduce their product to potential clients (this is our clients case here).
In fact, according to Event Marketing 2018: Benchmarks and Trends report, the majority of marketers (80%) believe that event marketing is the single most effective marketing channel.
How the Attention hook technique disarmed our client’s competitors?
It was the year 2018 and two of our clients were in front of a seemingly neverending challenge of the event marketing- how to stand out in events crowded with traders, other companies and more.
You may imagine that they already had heard about giving away freebies and organizing wheel of fortune competitions, so they come up with something even more functional and engaging.
After 2 first events they clearly saw that it is working:
- Visitors were genuinely interested in their stands
- Visitors made and shared photos
- Their social accounts saw an explosive increase in likes and what is most important- engagement
- Even event organizers included them more often in events pictures galleries
So here is the step-by-step “Attention hook” technique process they used.
The 3 steps our clients took to stand out of crowd from day one:
- Understand people psychology. More specific- why we do what we do
- Make event visitors want to visit your gazebo
- Make their experience shareable and engaging
Without any further “blah blah blah” lets dive into details.
#1 How understanding people psychology in event marketing helps attract visitors and unlocks doors to their personal marketing channels
It may sound simple, but yet many of us skip this step because of confusion. So how exactly one can guess or even know for sure psychological triggers behind people actions?
We live in the 21st century and event marketing has been around for a while so rest assured that you don’t have to be psychic or hire someone with Ph.D. in behavioral psychology.
Here are 3 proven reasons why people do what they do at events:
- people attend events to gain new experiences and most people are proud of the events they visit. It is true no matter what the event. From large well-recognized gala parties or opera ending with sports events and craft fairs. So by taking part in the event, you are already one step closer to overtaking the competition.
- Social networks are the main tool that lets people share their experiences or show off 😉 Make the second step in Attention hook technique easy to share.
- People share positive events, achievements, and emotions. Make the tools included in the 2nd step to clearly present achievement or positivity.
#2 use branded gazebo and other elements to make your stand a people magnet.
If there are 10 white ones and one red, guess which one will stand out? That’s right, most of the people will be interested to see what the company in red stand offers. By the way, Roger Dolley explains this and other interesting brain twists in his book “Brainfluence”.
So how exactly you can get events visitors attention?
First, you have to understand that in event marketing there are two categories:
- long distance attention grabbers;
- short distance attention grabbers.
Long distance attention grabbers let people see you from distance. They work directly to people visual senses- sight and hearing.
In both cases that I mentioned before branded pop-up gazebo and promotional flags were the long-distance attention grabbers.
Curious about how to best brand your gazebo? For gazebo, the best branding places are the front part of the roof and upper 1/3 of the wall.
You can use sound effects if allowed, moving elements or even flying drone with the banner if you like.
When people approach your pop-up gazebo short-distance attention comes in play. As I mentioned in 1st step you have to provide visitors with something that is long lasting, gives experience, encourages positivity or proudness and is well sharable.
Here are exact things and activities you can use:
- social networks frames (this was an option that our clients chose and saw an immediate increase in event visitors interest and engagement) or photo stand in a form of some cartoon;
- drawing on the face activity;
- games, where the result is measured by score and people can share it.
At this point, both companies were figured out their potential client’s psychological triggers and prepared attention grabbers.
How exactly did they get in average 170 visitors per event to take a photo and share it?
Both companies took part in running events. They knew that after finish line people will have positive emotions and will be willing to share their achievement. So they made custom-made photo frames and invited people to share their achievement.
So it’s time to lay out how 2 of our clients boosted social engagement from day one:
Custom-made frames were something new in event marketing. Even better- no other business at the events didn’t offer something like that. That was the first step in inviting people to in more depth conversation.
After that representative of the company explained the idea behind it and encouraged the visitor to take a photo with his/ her medal and photo frame.
Further, it was pure visitors creativity, almost everyone came out with the new idea how to make the photo more interesting. When posting photos people were using tags given by companies so it was easy to find these photos on Facebook.
Results were stunning. One of the clients grew their social following by 4012 followers in just 30 days, other outperformed much larger competitor by sales in specific products range.
Unlike most common event marketing strategies that include large shiny screens, hiring photo boxes etc. you don’t have to spend a bunch of a money to stand out of the crowd.
As you see there is another unique value of this- by using one technique you combine event marketing and social media marketing. So when the event ends you keep your brand presence live by encouraging people to share their emotions and experiences.
Can you see how you can benefit from it or incorporate into your event marketing activities? Feel free to link back to this guide or share it! 😉