B-to-B Events

Prepare to ditch the creative briefs and the commercial-quality stuff. It’s time to go YouTube.
The video sharing web site that’s getting more press lately than Britney’s breakdown (well almost) is making its mark on events with brands from Jeep to Intel to Shell getting on board and getting some play. Whether they’re creating the videos or letting their customers do it for them more companies have been latching on to the craze looking for ways to leverage the potentially huge viral impact.

Having a web presence as part of a fully integrated event campaign is no longer a nice add-on; it’s now an almost expected part of the mix both for b-to-b and consumer events. But marketers are taking the medium to the next level.

Using materials that give your trade show exhibit an upscale polished appearance can be an easy way to communicate the sophistication of the brand. Now brands are tapping into the latest trend in upscale looks: architectural materials that would look at home in a permanent environment like a high-end office or retail space.
The materials are substantial enough to make attendees forget that they’re walking the trade-show floor but flexible enough to install and pack up easily for the next show on the circuit.

Bringing celebrities to trade show booths has become a popular way for brands to gain media exposure and boost attendance. Actors singers and athletes are nearly as likely to show up at trade events as buyers and the media—all in the name of posing for photos signing autographs and rubbing elbows with VIPs.

Aside from the obvious benefits exhibitors are finding that well-executed celeb appearances can help encourage attendees to return to their booths multiple times during an event.