The importance of an experiential event stand

By October 12, 2015General

Event marketing is really effective… when it’s done right. And by creating an experiential event stand, you can make your business really stand out.

As every marketer knows, at exhibitions and conferences, you get bombarded with information from every angle. You leave with a spinning head and bagfuls of leaflets and branded pens, but all the brands have blurred into one: information overload. When we are bombarded with too much information, we switch off, (no matter however interested we were to begin with). So it’s crucial that you find a way to make your brand the one they remember.

The best way to make this happen is to transform your event stand into an immersive experience: target all of the senses and invite people to get hands-on with your product.

Here are some tips for making a cohesive and eye-catching brand experience which will inspire consumers to spend more time at your stand:

Create a spectacle

The first step is to draw people to your stand. A spectacle which will draw their eyes and their ears to your display – rather than your competitors will achieve this. Bright colours and logos are a good place to start, but you need something a little bit more special – flashmobs, clever lighting, or choreographed dance routines are always guaranteed to get turn heads, particularly if the music has some relevance to your brand message.

Let People Touch Your Product

Once people have made it to your stand, you’ve won half the battle. But you still need conversions. Talking about the merits of your product might get you some interest, but what people really want is to try it for themselves.

Bring samples of your product and give interested consumers the chance to play around with it: that way, it can sell itself, while you answer their specific questions.

Tantalise the Taste-Buds

While people get to grips with your product, you can enhance the brand experience by offering them a drink (alcohol is a winner!), or snacks.

The element of luxury gives you the chance to turn an already positive experience into something truly memorable.

By incorporating high-quality promotional gifts or product samples into the mix, you will leave people with something that will remind them of your brand. For instance, after they’ve finished recharging with that much needed coffee, let them keep the mug – which has your logo, company name or brand message emblazoned on the side. Make sure you have plenty of other swag for people to take home with them too… after-all, everybody loves a freebie!

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 50 30442 or email us on