The rapid evolution of technology has created a new set of challenges for agencies.
Today, brands are faced with the daunting task of standing out from the crowd. As consumers have become more sophisticated and selective in their purchasing decisions, it has become more important than ever for brands to reinforce their position as leaders and innovators in their market.
But how can they do this?
A brand is no longer just a logo or a colour scheme. It’s an emotion, an attitude, an experience. And this constant reinvention is one of the key reasons why agencies must strengthen their position as trusted advisors to their clients, building collaborations that can truly deliver on innovation.
While advertising and PR are dominated by long-term retainer contracts, brand experience is known to be more of a case-by-case affair. So how can we make a real impact in elevating brands in the long term? Let’s have a look at one of our key competence areas: space design and the delivery of immersive environments that connect brands with their audiences.
Pop-ups are temporary shops set up in a location for a limited period of time. They are often used to promote new products, test target markets or simply as a way to get your brand out there.
Pop-ups can be used for all kinds of events: from art exhibitions to fashion shows and from product launches to concerts.
This is an increasingly popular format as it allows brands to get into direct contact with their target audiences. It can be a great platform to enhance visibility and brand awareness but also presents a certain complexity.
You are “out there” and on the move. You appear in key urban areas, generating great opportunities for content creation.
By choosing the right spot where your target consumers are, you can reach them directly and deliver your message effectively.
Trade shows are one of the most traditional forms of marketing. They have been around for decades and have proven their effectiveness multiple times over.
They remain popular today because they offer a number of advantages
The brand is in a clearly defined environment where it places itself in competition with others in its sector. This allows the brand to assert itself and show off its unique advantages, which is particularly important in the B2C environment.
Mindspace and networking
Visitors are fully engaged as participation requires planning and ticket purchasing. In the B2B context, trade shows also offer a large platform for networking.
Trade shows are large events that tend to gain strong media attention and provide opportunities to tap into the current hot topics.
Dates are fixed, rules and regulations are clear, and budgets are easier to plan
In house Exhibitions
Designing and setting up an exhibition space at the brand’s headquarters or in a permanent showroom environment can be a great solution for strengthening sales, especially in the B2B sector. This offers an immersive brand environment while cutting down location costs, although it may require a certain effort to drive traffic.
Closed-circle sales environment
The in-house exhibition brings interested buyers to an immersive sales environment where they can receive the brand’s full attention and signature service.
Full visitor attention
This can be an asset, especially for niche brands who would be struggling to secure the right spot at a large trade show. Visitors can focus on the brand and its products outside of the noise of a busy environment.
Reduced location costs
By using the brand’s owned space, this solution allows for the reduction of some of the heavier location costs so that part of them can be relocated to drive visitor traffic.