Corporations often got to exhibit at simultaneous trade shows in several locales and for various reasons. They often have two fair exhibits within the same city at an equivalent time. Going one step further, a corporation may even have two separate fair exhibits at an equivalent fair .
Oracle is an example of a corporation exhibiting at two trade shows at an equivalent time within the same city. Why does this happen?
Quite simply, each fair appearance had a special objective. One fair exhibit targeting new lead generation, while the opposite fair display’s focus was on new product launches. albeit these trade shows differed, Oracle’s message needed to be consistent in presenting their corporate brand. fair visitors may have a special agenda for attending each fair , but the company message must remain consistent and simply identified with the company DNA.
Every aspect of fair exhibit presence also must match up with company promotional materials, advertising, PR , online marketing, website and spam . Companies lose identity once they dilute their image with mixed messages. Marketing pros say the golden rule is to remain faithful your corporate message, reinforce the brand, and let everything else imitate .
Event Marketer Magazine advises corporate marketers to be wary of delegating fair activities to their development staff. Product teams understandably tend to specialise in products instead of the company message. this will seriously undermine the company image agenda.
So, so as to avoid mixed messages, pre show briefings with all the fair staff team are essential. Then make certain to stay communication channels open and ongoing. get on guard for any off the wall, wacky surprises that would distort your presentation. Also, have company monitors drop by at the fair booths on the fair exhibit hall to assure that the discipline of your corporate exhibiting goals is maintained.
As an example, Event Marketer Magazine sites the experience of DaimlerChrysler. With some 60 national auto shows, DaimlerChrysler works with its eight business units to develop fair programs for these multi-market trade shows. They then send staffers from zone offices to see on the execution at the fair . “Although we all have the target of moving the metal, we even have to take care of the brand consistency,” says director of worldwide event marketing Don Schmid. “That doesn’t always fit into what the dealers want to try to to .”
The DaimlerChrysler zone staffers leave a show after a couple of days, and dealers are often tempted to feature additional makes and models to the exhibit space. “They might attempt to move in 15 percent more vehicles, which makes the space appear as if a parking zone ,” says Schmid. “We need to be ready in the least times to play sheriff.”
When exhibiting at a fair , here are a couple of things to recollect about corporate image reinforcement and brand consistency:
Understand the essential objectives of the planning your corporate look.
Adhere to the parameters of the company image guidebook. All visuals must meet specific guidelines. remember not only of the physical specifications of visuals but also the way to incorporate them for trade shows with multiple audiences and products. Stay faithful your corporate colors and fonts and be aware of how the name of the corporate is employed .
Be consistent in your brand “mindset” –whether it’s upscale, sophisticated, young or old. Not only with the way your fair exhibit looks, but also with the dress style and comportment of your fair booth staff.
Be sure everyone who represents your company is intimate all communication aspects of the corporate . Be ready to articulate the brand in fair booth graphics, sales pitches, promotional hand outs, email and web messages, even on business cards.
Many brands like Yahoo! in Sunnyvale, Apple Computer Inc. in Cupertino, eBay in San Jose, Google in Mountain View, Hewlett-Packard in Palo Alto , Oracle in Redwood City, and Sun Microsystems of Santa Clara have distinctive logos and have a particular “personality” and feel about them.
Although they’re beat the high tech industry, each of the brands is noted for his or her individual character. All have colorful and consistent images. Their brands are distinctive and successful, and their representatives have learned to talk with one voice.
Your company’s brand image will have a way great return on investment if you enforce these