Exhibiting Builds Trust Like No Other Marketing Channel

A statistic reported in a Freeman study says that in-person events are among the most trustworthy sources of information.

 

“This is something I've always believed and it's why I'm in the field of experiential marketing, but having it validated by this study is extremely supporting, Sabrina shared. “I think that especially in the luxury industry, we all rely on these in-person events.

 

In an age of falling trust in institutions like media, government and especially online sources with rising interest and use of artificial intelligence, coming face-to-face is increasing in value.

 

“It's really comforting to know that people still rely on in person and they still trust, and that's where the majority of their trust comes from in-person events.

 

“I also want to say that exhibiting at a trade show, while it is a substantial financial investment for the exhibitor, is also a huge opportunity because it's where your consumer is — [often] where they're paying the most attention. So it's important to seize that opportunity, capture their attention, get into the closing process, or close the deal with your audience and have a good plan in place.

 

“That kind of goes back to everything we have discussed [for the launch of this video series] — identifying what you want to walk away from with you know, planning the events strategically, creating these opportunities for further connection with your audience because that is the opportunity. 

 

“And then another thing that was reported by the Freeman study, which was interesting to me, but not surprising, is that the most important experience elements to those attending, you know, an event or a trade show are immersive experiences.

 

“I think it's important for brands to consider this when attending an enthusiast show: how can you get the consumer closer to the product? How can you make them experience the lifestyle that would come with the product?

 

“If you don't physically, for whatever reason, have the product there, because it's just not possible, then you are tasked with the job of creating as much of an immersive experience as possible. And if you do have the product there, then that's great. And you need to make sure that your booth is an extension of that product, an extension of that experience that would come with it. 

 

“Then if you hire an experiential marketing agency, there's all types of ways that you can create immersive experiences using technology. But in real life, and I think that's the coolest combination because we all know how amazing technology is how far it's gotten, especially in recent years, when you can bring that technology to what is in person and what is real life, not just behind the screen. That's really special too, so I'm a big believer in creating that fusion at in person events in order to create an immersive experience.”