Access TCA: WE BUILD

As an exhibit builder, Access TCA has had successful collaborations with marketing agencies that need a partner to not only build exhibits as part of an omnichannel campaign but also understand how to achieve brand consistency across channels.

To that end, we decided to take a space at Event Marketer’s Experiential Marketing Summit, a conference with an audience heavily weighted with agencies looking for that type of partnership.

Our goals were to ensure agencies that we know how to ‘play nicely in the sandbox.’ EMS offered an opportunity to show our collaborative work to this audience who don’t know where to go for our services, services they don’t have in-house. Our theme for this exhibit was simply “We Build!” In other words, we don’t compete with agencies who develop overall campaigns for brands.

Welcoming Attendees into Our Space

With a defined target audience of marketing and advertising agencies who understand that a complete brand awareness campaign includes exhibit and event (experiential) marketing and who need a skilled partner to build, our exhibit showcased our portfolio of collaborative work and our capabilities.

A coffee service drew people to our exhibit, as did a rotating floral execution of the Access logo.

We prepared lookbooks so that potential partners could see the type of work we do.

Additionally, our VP Creative, Stephen Ross, spoke at a session on omnichannel marketing.

Measuring Our Success

One old-school type of measurement was to use our coffee service—how many cups did we use? We also used the event registration system to collect badge scans, which also gave permission for us to contact the visitors. Our exhibit had 102 qualified visitors. Since this was our initial exhibiting experience at the Experiential Marketing Summit (EMS), we were in a 10 x 20 space (Generally, we use AI to measure, but the space was not large enough to accommodate the setup for AI.) In addition to serving coffee, we gathered 59 qualified names from the audience at Stephen Ross’s session. We had an extensive pre-show email and social media campaign. The exhibit was an attractive environment for us to have many great conversations with members of our target audience.

The exhibit won an EDPA 2023 Eddie Award for Best Small Exhibit, judged by our industry peers!