Often marketers talk about how different the two worlds are: One “live,” the other “digital.” One bound by scheduling and logistics, the other ever-present and ever-connected. One uses human language, the other, code and analytics. Yet both aim for one thing: meaningful connection.
So when we talk about how to build brand engagement, it’s not about choosing one channel over the other. It’s about creating a unified, strategic approach that puts your audience first.
Face-to-face folks are always gonna be face-to-face folks, right? And you can’t teach a digital UX/UI/IA/SEO/PPC wizard or ninja – because it’s magic! But building brand engagement isn’t about magic. It’s about knowing your audience and connecting with them, wherever they are.
While some may say that it would take a marketing Michelangelo, to harness the power of both, that’s far from the truth. Think about it.
Is It Live or Is It Digital?
Let’s imagine a huge crowd of people in an undetermined location. Some of them are motivated buyers who know what they’re looking for, perhaps dedicated brand loyalists. Others are tire kickers, interested in learning more because of a conversation with a coworker at the coffeemaker. Still, some people show up because they’re avoiding doing any real work.
On top of that, a different segment of each group is interested in education, while others want an in-and-out transaction. Still others are just plain bored.
Regardless of the setting, the questions are the same: How do we get attention? Spark interest? Encourage action? Build relationships? In other words, how do we build brand engagement that lasts?
Hint: Stop dividing your strategies by channel. Here are four universal principles that apply across both live and digital environments.
1. Define What a Conversion Means to You
A client once asked me, “How do you measure conversions?” I asked the client, “How do you define a conversion? What are your objectives?” Much of the confusion around marketing measurement stems from the lack of a definition for “conversion.”
At a healthcare convention, a conversion may be defined as a badge scan. For a convention manager in the print industry, a conversion might be moving a prospect to a customer with an on-the-floor sale. A web-based conversation could mean a download or a newsletter sign-up.
Define what a conversion means early in the process, and make sure your agency, digital or face-to-face, builds deliverables around it. The clearer your objectives, the easier it is to design an experience that supports them, and measure what matters.
2. Think User Experience, Not Just Traffic
Once we have defined conversion, we need to stop thinking about “shepherding” visitors to our exhibit or to our website, and begin thinking about enabling them.
More visitors are great, but engagement is better. Instead of focusing solely on traffic or booth numbers, center your strategy on user experience. Learn as much as you can about your visitors, live or virtual, and their goals and interests. Real engagement happens when what your audience cares about lines up with what your brand stands for.
3. Drive to the “Hub” and Deliver on the Promise
IYou can check all the right boxes and still come up short. Without clear direction, even your best marketing efforts may not generate real business. Do your communications include a strong call-to-action? Does your trade show staff know how to propose the next step?
Think of your website as your brand’s digital front door, and your exhibit space as its live-action counterpart. But if you don’t give visitors clear instructions on where to go next or why it matters, even the best design or strategy will fall flat.
Whether it’s advertising, social, video, ancillary events, or sponsorships, everything should connect back to a single, unified goal. Your exhibit should act as a central hub for engagement—one that not only draws attention but drives action.
It’s no longer “build it, and they will come.” You have to show them where to go, what to do, and most importantly, why it matters. That’s how to build brand engagement that converts.
We invest in websites to be the digital doorstep of our businesses, but sometimes we forget to supply the directions on how to get there. When we participate in trade shows or other face-to-face initiatives, our floor space needs to become the hub of all the different efforts geared to get visitors’ attention and participation. Advertising, social, video, ancillary events, or sponsorships need to meet corporate goals and objectives while satisfying attendees’ interests. It’s no longer “build it, and they will come.” Tell them where, how, and most importantly, why they need to show up.
4. Learn, Evolve, and Prosper
Event marketers need to have the same mindset towards their convention or event programs. Brand engagement isn’t static, and your event strategy shouldn’t be either. If your trade show program feels stuck or out of sync with attendee expectations, it’s time for a refresh.
Technology evolves. Attendee behaviors shift. Markets change. So should your exhibit experience. Let your event agency know when it’s time to raise the bar.
No one should be stuck with an experience for 3-5 years just because it’s a trade show exhibit. Marketing, at its core, is about meeting the needs and expectations of the market, and the most successful programs adapt, not just to stay relevant, but to lead.
Ready to Build Brand Engagement That Lasts?
Let’s talk about how to build brand engagement that connects live and digital experiences with real business results. Contact Access TCA to start creating exhibit experiences that convert.