Marketing in many sectors is shifting in favour of
below the line marketing, but one must be wary not to lose sight of the
advantageous factors that make it below the line in the first place. Some expos
are starting to look like stunning examples of above the line advertising and
have very little to offer in terms of interaction or brand engagement.
In order to maximise below the line marketing you
can’t have an above the line mentality. Sounds simple? Ultimately it’s a case
of understanding the frequency vs impact argument. With face to face
interaction with the public you can demonstrate your substance rather than
having to rely wholly on expensive (and increasingly ineffectual) above the
line advertising.
An impactful experience of the expo kind boosts brand
equity immensely, as people can actually relate to you, and not just identify
your brand in a line up. Simply put, it’s not about reaching people. - it’s
about reaching people in the most effective and memorable way – a way that can
also mean new leads and, of course, sales.
Dr Carla Enslin, of
the Vega School of Brand Communications has this to say: “I do believe
that it is a very powerful experiential contact and should be treated as such –
as opposed to creating a pure/traditional information pushing or selling
vehicle, events and exhibitions must achieve good brand engagement levels –
presenting people with the opportunity to experience the brand vision, identity
and values…”
What can also add to the impact of the visitors’
experience of your own brand is the leverage provided by a fabulous expo in
it’s entirety. This is why we went out of our way to win the EXSA national
exhibition of the year 2006. There are no prizes for size or volumes traded - as EXSA will tell you, the visitor’s
experience is what counts.
Baba Indaba is
about fun and information for the whole family, with great ideas that come from
a dedication to being excellent and listening to consumers’ needs.
Baba Indaba….
pretty, nice to deal with and the source of many great ideas for the baby
industry!
-ends-