Many of the hotels I have stayed in recently have provided flat-screen HD televisions. However, and this is the key, they were not connected to an HD source. Grainy TV on an HD set is almost worse…
Event marketers are creating experiences that are built within the framework of amazing props and displays, but they don’t always deliver the right content. So many of these events put up an attractive visual display and place the product(s) front and center. What is missing are the interactions that amplify the marketing messages beyond the moments that person is in the display.
What should be amplified?: Message
Why should it be amplified?: Extend and solidify the experience.
How should it be amplified?: See below
There are many ways to do this.
First off, make sure the staff has product knowledge and have excitement about sharing it.
Secondly, identify your hand-raisers. These are people who are in-market and want to dig deeper. This can be done through electronic data capture or plain old paper forms (I think you know which one I encourage).
Thirdly, think about how their social networks can extend your message. By the way, social networks include Facebook, Twitter, etc. But also include neighbors, co-workers, other soccer moms, church, etc.
Many event marketers think in terms of start and end dates, but that’s low-definition event marketing.
High-definition events make touching your product the very minimum interaction you can plan for. If you are going to build a HD display, fill it with HD content.
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