on March 11, 2015 6:23 am
Freeman is well known for helping our clients design and build their own exhibit programs, as well as manage all the logistics of some of the most complex events in the world. So, it’s no surprise that when it comes to our own exhibit program, we engage a proven protocol. At last week’s ExhibitorLive event, we approached the program just like we would a client’s program, with our strategy, creative, design, build, AV and marketing teams all working collaboratively to deliver a great booth experience. We received great engagement across all three days on the show floor, with a lot of attendees stopping to take photos of the booth and interacting with our teams and technologies. We had a lot of clients ask us: “How did you approach your own experience?” Here’s a behind-the-scenes look at Freeman’s experience at ExhibitorLive:
Freeman starts our own exhibit program by reviewing our overall event portfolio plan, which outlines our target audiences and their needs and care-abouts, and matches against trade shows and proprietary event opportunities. Portfolio planning is an essential part of any exhibit program – don’t start without one! And, even the best portfolios must be adjusted every year based on the changing needs of the brand and the dynamics of the industry. In this case, when we looked across industry events, we highlighted ExhibitorLive as a community representing an important ecosystem of exhibit managers and event directors who need our help.
With the event confirmed, we then looked at our desired outcomes, and designed our exhibit program and messaging around it. Our key messages were centered around showcasing Freeman’s own design and build talent, as well as engagement technologies that attract audiences and drive conversations.
To deliver on our message of design, we designed this booth to be a beacon on the show floor. We wanted to create something stunningly beautiful that would feel like an art installation. It was about bringing to life our message that Freeman is an insights-driven organization. We decided to turn the entire booth into a lit, ethereal being —like walking into a living lightbulb – creating an environment to hold collaborative discussions about where the industry is headed tomorrow. We also wanted our audience to be able to interact with everything we do, with social, with content, and with technology, so our space provided opportunities at every level. We had so many people stop and ask us about the beautiful lighting, which was a key element to represent our ideas. And, to answer the burning question on everyone’s mind…there were 1,584 feet or 132 pieces of lighted tubes on display.
Our marketing approach included a holistic view of the audiences at ExhibitorLive, not just the show floor. We began engaging with the larger #exhibitorlive community via social media to drive traffic to the booth and to our educational sessions.
We also had our partner Instaprint leverage Instagram, a key visual social network, with a photo program that enabled attendees to upload their own photos using our hashtag, and then pick up their own printed copy at the booth.
At the booth we demonstrated additional technology including FXP | touch, a proprietary second screen technology that allows audiences to interact with content. We also showcased augmented reality, which takes images and through a graphic interface and enables customers to dive more deeply into content. Both are great technologies to engage audiences at events.
Ah, the results. While we won’t give out our secret sauce, know that every interaction was tracked, from the social engagement, to the FXP | touch interactions, and to every meeting we conducted. The result is we are able to follow up with relevant information and answers to help our clients address their most important challenges.
Looking for help with your portfolio plan or event experience? Contact us for more information – we’ll be glad to help.
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on March 4, 2015 7:34 am
Welcome back for another riveting installment of Richard’s romp through the 2015 Consumer Electronics Show (CES)!! A few weeks ago, I shared a bit of new technology and the potential application of it in the trade show and events industry. Or just for the heck of it, if it was[...] Read More
on February 24, 2015 8:00 am
Recently, FreemanXP and the Event Marketing Institute conducted a groundbreaking study of leading companies to determine the importance of extending event content through social channels. The Viral Impact of Events study asked leading brand marketers to provide opinions on the significance and the effectiveness of extending event content through social media channels. The study confirmed that a focused[...] Read More
on February 19, 2015 8:00 am
Customers often ask us about new learning formats to consider beyond the traditional classroom set-up. It’s a fact that audiences today are expecting to learn in new ways, and there are many new formats and exciting technologies to consider. Before trying a new format, we recommend that event organizers think[...] Read More
on February 10, 2015 2:24 pm
Ever enter a sales presentation wanting ‘that edge’? How about the ability to create a production prototype within hours? Before 2D or 3D computer renderings, presentation models allowed customers to see and feel the space. Imagine having the technology to produce a 3D model, but at a much lower cost.[...] Read More
on February 6, 2015 8:20 am
Event technology is a very empowering tool for creating more interesting and interactive experiences. At the Professional Convention Management Association’s (PCMA) annual Convening Leaders conference earlier this month, technology was one of the most popular topics. Event professionals had a chance to experience new technology and how devices, platforms and[...] Read More
on February 4, 2015 12:33 pm
Take a behind the scenes look at the event technology from PCMA’s annual Convening Leaders conference, one of the largest gatherings of events and meetings professionals in the industry. Jim Russell, SVP of Sales for Freeman Audio Visual, shares insights on the opening session blended screens and projection mapping, the[...] Read More
on February 2, 2015 8:16 am
When educational content curators and space designers collaborate, the results can significantly elevate the attendee experience. During the Professional Convention Management Association’s (PCMA) annual Convening Leaders conference earlier this month, the Learning Lounge powered by Freeman showcased new educational and networking formats. Event organizers can adapt many ideas from the[...] Read More
on January 29, 2015 7:00 am
Ahh, the time has come to make that annual pilgrimage to that technological mecca known as the International Consumer Electronics Show (CES)! CES is the world’s largest trade show for consumer technology and the largest annual trade show in the United States. 2015 was the largest in its history, with[...] Read More
on December 16, 2014 11:37 am
Freeman is excited to announce that Johanne Bélanger, president of Freeman Audio Visual Canada; and Jennifer Paine Pekowski, CEM, business development director at Freeman; have received the IAEE 2014 Outstanding Achievement in Industry Leadership and Young Professional of the Year awards, respectively. The IAEE Awards program recognizes professionals who have[...] Read More
on December 9, 2014 7:00 am
The rapid pace of change in technology and consumer marketing has created a new dynamic for the events industry, where audiences now arrive at events with higher expectations for engagement, interaction, and personal gain. Three categories of major disruptive change—social dynamics, technology and learning models—are impacting event engagement. How can[...] Read More
on November 18, 2014 7:30 am
A colleague of mine, Richard Reid, likes to pose the question “How many events do you think are mobile enabled?” Often times people respond with “15 percent,” “50 percent,” or even “80 percent.” As it turns out, the question is a trick…it’s actually 100 percent. Keep in mind the question[...] Read More
on November 4, 2014 7:39 am
I was thinking back over my recent travels and realized how impressed I was with not only the quality of the meetings I attended in October (Dreamforce and IMEX America) but at the giving nature of the organizations and attendees. Dreamforce created a “One Million Meals” initiative (#DFGIVES) that asked[...] Read More
on October 28, 2014 7:04 am
Last week, Freeman executives had the pleasure of attending Trade Show Executive’s Gold 100 Awards & Summit in Dana Point, CA. The event honored the 100 largest trade shows in the U.S. based on net square feet of paid exhibit space. We extend our warm congratulations to all of the[...] Read More
on October 21, 2014 1:59 am
As I return from Dreamforce 2014, Salesforce’s annual user conference, I am not only energized by this event, but in awe of the Salesforce marketing machine. This was my first Dreamforce conference as an attendee, but it will not be my last. Below are some thoughts and takeaways from this[...] Read More
on October 14, 2014 7:03 am
Over the past seven years, key industries within the Raw Materials & Science sector – specifically oil and gas – have experienced an industrial revolution thanks to technology advancements in hydraulic fracturing, aka “fracking.” The technique has been credited with unlocking America’s natural gas supply by providing abundant energy that[...] Read More
on October 10, 2014 7:27 am
Producing an event often requires truckloads of equipment, materials and supplies. Long before the final dumpster is hauled to the landfill, key decisions can reduce waste when planning an event. At Freeman, the 5R’s: Rethink, Reduce, Reuse, Repurpose and Recycle are part of our company culture. We look for ways[...] Read More
on October 8, 2014 12:43 pm
The Nobel Prize for Physics has been awarded for the most transformational product in the last two decades in the live event space, incubating a metamorphosis in creative production design. It may have taken thirty years, but recognition has finally been bestowed to three scientists in the form of the[...] Read More
on October 7, 2014 10:38 am
We often talk about extending the experience of the events and shows we produce – in particular, extending to virtual events. But what about extending the customer service experience? Freeman is consistently developing innovative new ways to enhance the customer experience – FOL, PLANTOUR, Concierge Elite…you get the picture. However,[...] Read More
on October 2, 2014 9:25 am
As industries across the board look to global economic cues to help forecast the future, perhaps none has been as laser-focused on interpreting the data as the Communication & Information Technology* sector. “This sector has been volatile with the declines but is making a very strong climb and has a[...] Read More