Event Marketer Fall 2022 - 111

SPONSORED CONTENT
EXECUTIVE Q&A
CONTACT INFO
SEAN PULERA
VICE PRESIDENT OF BRAND
EXPERIENCE
SPULERA@HILLPARTNERS.COM
HILLPARTNERS.COM
Give us the quick
version: How do
you describe your
company?
We Create Spaces
and Places that are
Completely About
Your BrandTM
, at a
Attendees are putting a higher priority on connecting, face,
through
a process where
Our People Become
Your PeopleTM
price not-to-exceed,
anywhere in the world.
What are missed opportunities clients make with their
exhibit programs?
We're seeing a lot of increasing prioritization of bold AV
elements in their programs. Things like Massive LED walls,
transparent monitors, etc... These can absolutely be effective
in creating drama and engaging an audience. However, the
strength of the content on these elements is directly related to
the success of the application.
There's a belief that if you invest in the hardware, that
alone will create a buzz. You may have gotten away with that
a decade ago when the technology was novel, but when the
majority of exhibitors are leveraging bold AV, if you don't have
strong content you'll struggle to stand out from a crowd.
The content development process can take as long as the
creation of the environment. Prioritizing its value and allowing
time for the process is a great first step. Keep your message
simple, understanding that most " splash " AV elements are
meant to attract, not explain in detail. You have limited window
to capture an attendees attention at a glance. Couple that
simplicity with dynamic content that is designed specifically
for your environment. If you're integrating your LED in your
architecture in a unique way, the content should reflect that.
Creating the two in tandem will help maximize their efficacy.
How can event teams prepare for changing attendee
preferences?
Although attendance may still be down at some shows, the
quality of attendee is definitely there. People are attending
with purpose and intention. With a strategic approach, there is
plenty of opportunity to connect with your audience at events.
eventmarketer.com
to-face, and networking with their peers. The importance of
the people representing your team at the event is elevated.
Booth staff can make or break your ROI. A prepared team,
with a unified brand message is a solid foundation for your
approach. A team that is also engaged, energetic, and
authentic will set you apart. You're validating the attendee's
intention of returning to live events, by creating a welcoming
experience with positive interaction.
There are some simple tactics to help create this type of
engaging environment. Establishing a clear, concise message
for both your internal teams, and target attendees, will
reduce the threshold for attendee engagement and allow your
team to interact in a natural and authentic manner. Working
with internal stakeholders to establish a clear objective and
message - and doing so early in the process is key. First, it
ensures that your team is united in your approach and allows
opportunity to get the expanded event team and staff enrolled
in the message, with ample time to prepare. That preparation
is also vital. Holding team meetings in the weeks prior to the
event will aid in familiarizing the team with your approach as
a brand.
What are the biggest opportunities for event marketers
across the spectrum of live events heading into 2023?
What we've learned from our clients is to expand your brand
reach beyond the show floor. Event and conference attendees
are consuming information from the moment they get off the
plane. Why let the boundaries of on a show floor limit your
ability to make an impression on this audience?
Digital impression is a great starting point. You should have
a campaign creating brand visibility leading up to, during, and
after your event. This can include, but is not limited to social
media, email campaigns, commercials, etc... Additionally
OOH advertising around and event is a great way create brand
impressions, like bus wraps, and ad placement in high traffic
areas.
Some of the most effective opportunities reinforce the
concept that people are returning to live events to connect
with their peers. Creating these experiences, in a manner
that is authentic to your brand and engaging to attendees
are increasingly effective. Consider sponsoring networking
opportunities at events, or creating additional engagements
after the show or event ends at a local restaurant, bar, etc...
FALL 2022 EVENT MARKETER 111
http://www.HILLPARTNERS.COM http://www.eventmarketer.com
Event Marketer Fall 2022

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