Exhibitions, conferences and events are a great way to showcase your brand to a large audience in one space. However you are also competing for delegates’ time and attention with hundreds or even thousands of other stands. Having a branded interactive game at your booth is a great way to drive footfall and engagement during and after the show.
Here’s 5 reasons you should consider games as part of your tradeshow strategy.
1. Games are fun and accessible
The gaming industry in the UK is set to hit £3.9 billion by the end of 2017, and it’s no wonder. We don’t need dedicated gaming machines any more – we can game wherever and whenever we like from our phones and tablets. Marketing teams across the world from boutique brands to huge conglomerates are using them as part of their marketing strategy. Using a digital game at your stand on either a tablet, large touch screen, a retro arcade unit or even on your delegates own mobile phones, will offer a positive interaction with your brand in a way that is familiar, current and fun.
2. You can make it your own
Developing your own branded game used to be reserved for brands with big budgets and while it’s true that commissioning a bespoke game from scratch can run into tens of thousands of pounds (and then some) you could make use of an existing white label game engine. These are tried and tested games that can be customised to your brand for a much more affordable budget. You could even tailor it to the conference or event itself applying conference led narrative to your game, resonating even more with delegates and players at your stand. Just imagine using our conga engine (a take on the classic Nokia snake game) where you collect and lead delegates around an exhibition hall in an epic expo conga challenge!!
3. Collect data, via a competition
Competitions have always been a successful way of driving traffic and capturing details at trade shows, we often see the business card bowl; “drop yours in for a chance to win an iPad” and whilst this is effective for collecting data, it lacks brand engagement, plus it’s a data entry headache for someone post show too! Not to mention that in this post-GDPR world, it’s difficult to qualify this method as falling under ‘informed consent’. Using a game with a competition incentive, whether it’s a cash voucher, a piece of tech or a chance to win one of your products or brand experiences, will entice people to submit their details to the leader board and be in with a chance to win, whilst engaging with the brand in a fun way. It will keep delegates at your stand longer and keep your booth busy. This data can then be downloaded into a nice and neat excel sheet ready for exporting into your CMS ahead of your post show follow-up campaign.
4. Meaningful and memorable engagement
Make sure your game represents your brand and offers an opportunity to support your campaign message, this will allow your game to be meaningful and coherent, making sure your marketing message is consistent. In the hazy, post-show fog succeeding an event, show goers have visited and talked to many companies about their brand and products and it can all merge into one, however having a positive engagement from the start, like a fun interactive branded game, will make you and your brand memorable and therefore warmer to any follow up sales.
5. Create a social buzz
Link the game with a social #hashtag campaign and create a real time buzz throughout the show. Many games have social sharing functionality built in as standard making it easy for you and your players to share the game and their score. Creating your own event-specific hashtag alongside the trade show hashtag’s will allow you to be on the attendee’s radar and drive them to your stand to play.
I know I said 5 and this next one isn’t really a reason, but I think it’s important to mention, once you’ve decided to make a game…
6. …tell people about it
It’s is all too easy to forget when you’re in the throes of preparing for an event. Make sure you tell people that you are exhibiting, what stand you’ll be on and that you have a game to play with a chance to win a prize. Email your own database, and share via social channels. Give attendees a reason to seek you out during the course of the exhibition. Make use of the organisers marketing tools too, use the word count of your online listing wisely, giving them all the incentive they need to come visit your stand and hopefully you’ll be run off your feet.
Have a great show.