Tradeshow Marketing

3 Innovative Brands in Tradeshow Marketing

When you’re doing marketing for trade shows, it’s important to “wow the crowd” to get their attention if you want to stand out among your competitors. But cool event marketing for trade shows often requires a plan. Luckily, you don’t have to search too far to get some ideas when you draw inspiration from innovative brands. Here are three brands that take trade show marketing to the next level:

1. SAP

SAP teamed up with Under Armour to present the NBA Ultimate Training Camp Experience at the 2019 South by Southwest (SXSW) event—a mix of conferences, trade shows, music festivals and sessions that combines creativity and presents the latest innovations from the music, film and interactive industries. The NBA Ultimate Training Camp Experience also was featured at the 2019 SAP/ARGUS Sapphire Now and ASUG Annual Conference—SAP’s annual conference where partners and users can discover the latest SAP applications, network and gain insight from SAP strategy sessions. The immersive experience gave attendees a taste of what it’s like to shoot hoops like an NBA player and featured an interactive high-tech basketball court. The displays and immersive experience introduce SAP’s brand effectively at SXSW and amplified the brand at Sapphire Now with various elements, including digital animation, LED screens, interactive design, and LED walls.

Attendees had 45 seconds to shoot from different points on the touch-sensitive LED floor, which included motion sensors that tracked their performance and position in real-time. After the round, players would learn how they compared to NBA players based on stats collected and analyzed via SAP’s data-driven technology. It was a great way to show the capabilities of SAP’s data-driven technology, wow the audience at the conferences and get them engaged.

2. HP

If you want to get your audience engaged, then take a cue from HP and create an immersive experience that connects to their emotional side. At the 2019 Coachella Festival, HP became the first brand to host a brand event at the music festival, which featured the largest temporary dome in the world. This 11,000-square foot dome served as ground zero where attendees could engage with HP products, view an underwater music video created on an HP Z book and even film themselves using the products. Attendees could also test-drive HP products in its HP Lounge and create customized backpacks and use their bodies to manipulate pictures in the Lucid Dreaming photo experience. It was a way HP to connect to their audience’s emotional side, have the audience focus on creativity rather than just the brand. This over-the-top immersive experience demonstrates how custom displays and setups can impact your presence at your event and how you can use technology to drive engagement at your own trade show event.

3. Jaguar

Jaguar aimed to impress the crowd at the 2019 New York International Auto Show. The company relied on custom signage and created immersive experiences to draw in the audience. Jaguar featured a photo wall that included the silhouette of a white Range Rover surrounded by ferns, greenery, and colorful floral arrangements so attendees can commemorate the event. The brand also connected to attendees’ emotional side by featuring a live event with a band on a LED light-trimmed stage with a Range Rover as part of the backdrop. These elements helped infuse Jaguar’s brand into the event while creating a memorable and impressive experience for the crowd.

Final Thoughts

If you want to create attention-grabbing booths or remarkable experiences for your audience, it’s crucial to take advantage of the right tools and technology. Gain a little inspiration from innovative brands like SAP, HP and Jaguar take your trade show marketing to new heights by using custom trade show displays, printed pop-tents, high-quality signage, great flags and more with the help of an expert in the field. Ins’Tent helps you enhance your trade show marketing with signage, canopies, printed tents, and more that you can customize to capture your trade show audience’s attention.


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