Tag Archives: event marketing

Immerse The Family Market In An Interactive Roadshow This Holiday Season

As the August holidays are fast approaching brands are presented with a great opportunity to try and win over the world’s toughest critics – kids.

The August holidays are a perfect time for brands with products and services aimed at the family market to raise brand awareness and drive engagement.

A recent example of how effective immersive marketing campaigns can be was seen in Brisbane, Australia. A shopping centre used Augmented Reality as part of an innovative campaign that saw children being given the opportunity to fend off lions and duel with pirates – a completely experiential marketing tool that parents and children were able to take part in.

The video; that can be viewed here shows how the interactive experience was able to involve children and their parents in the game by bringing animated children’s characters to life, attracting participants throughout the shopping centre. Mums, dads and kids could fight off lions, swim with fishes or take part in a swashbuckling duel with a pirate through the use of a LED screen, webcam, video and slick animation.

The Brisbane shopping centre also increased awareness by encouraging participants to share photos of their experience across its Facebook, Twitter and Instagram channels, further increasing engagement and promoting the event, certainly helping the shopping centre stand out from its competitors.

Another great way to engage the family market is through the interactive format of a roadshow truck from Event marketing Solutions.
Packing a punch with kids and parents alike, an immersive experience made possible by the team at EMS is a proven way to boost sales, especially during the lucrative holiday period. Brands can take centre stage on prime retail sites and help encourage extra sales by connecting with people as they shop on the high street.

“Providing a mobile showroom that is a sophisticated and interactive environment completely kitted out with the latest in technology whilst being consistent with the look and feel of your brand is what we do here at Event Marketing Solutions.” Says Head of Business Development at EMS Nic Whelan.

“A great example of this is our work with the 20th Century Fox Blu-ray European Experience, which saw nearly 8,000 movie fans experience the benefits of Blu-ray inside a truck. The tour created excitement around the product by giving visitors the opportunity to star in famous movie trailers and then share their big screen moment with friends and family through social media.”

The roadshow trucks from EMS can be completely tailored to the aesthetic of your brand. Relatively easy to set up and deploy, an interactive roadshow truck can be fitted with a variety of interactive technology and out on tour in time for the lucrative holiday period.

Visit www.eventms.com for more information and see why the likes of Samsung and 20th Century Fox have tasked EMS time and time again to handle their roadshow truck marketing campaign.

Contact Details: Kate Price
Marketing Manager
Lakeside, Shellway Road, Ellesmere Port, Cheshire, UK CH65 4LQ

T: +44 (0)151 350 1500
E: information@eventms.com

Via EPR Network
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Projection Mapping Uncovers Endless Opportunities to Engage Audiences with Their Environment

Nic Whelan, Head of Business Development at Event Marketing Solutions, discusses the impact of the new technological trend of projection mapping on his clients’ roadshows…

Once in a while a new technology trend takes hold and, before you know it, creative application has taken it to a whole new level.

Over the last few months Event Marketing Solutions has been working with projection mapping. If you are unfamiliar with the technique, here’s a good explanation, courtesy of Wikipedia;

‘Projection mapping, also known as video mapping and spatial augmented reality, is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection.’

So, what does this mean for the roadshow truck tour business?

This exciting new projection technique provides endless opportunities for engaging audiences with their environment and can work both on the exterior of an exhibition truck and inside.

It can be used to add extra dimensions and create optical illusions as well as give the idea of movement to fixed objects. It can turn any surface into a dynamic video display and, control through a sensory device means that music can work with movement, creating a fully immersive experience for the onlooker.

Used on the exterior, and under nightfall, an exhibition truck can be transformed into a vibrant dancing 3D canvas with light projection used to give the appearance of movement, creating engaging imagery and stunning results. Here are some excellent examples that showcase how this can work:

http://www.youtube.com/watch?v=J8JqEci_pSc

http://www.youtube.com/watch?v=oVSwf3XtrK0

Lighting solutions specialist Mr Beam proves here just what is possible for roadshow truck interiors by transforming a living room into a 3D projection area with changing colours, patterns, textures and furniture.

It’s not just the B2C brands that are hooked; EMS is currently working on B2B concepts to develop a new type of experience for business audiences based on projection mapping techniques.

But they are not the only ones to be inspired by projection mapping’s potential to wow and engage. Last year Mercedes CLA showcased in several cities in Switzerland, using projection mapping to turn heads – lighting up the car’s exterior with playful changing colours and graphics.

A creative mind can run wild with the myriad of opportunities available to us with projection mapping techniques, mesmerising and connecting visitors with their environment which changes right before their eyes.

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An EMS triple hit at Broadband World Forum

Justin Isles (Client Services Director at Event Marketing Solutions) shares his latest client news from the technology sector.

In a couple of weeks’ time, three of our technology clients will take their display trailerson the road to exhibit at the world’s largest broadband conference and exhibition, Broadband World Forum.

Taking place at the RAI Exhibition Centre in Amsterdam, the event promises to showcase the best in strategy, technology and innovation, attracting in excess of 7,500 participants with 300 visionary speakers and panellists, and more than 200 exhibitors.

It is a must-attend event for those at the forefront of revolutionary broadband technologies, applications, solutions and services, but we have found that an increasing number of companies from this sector are blending their trade show programmes with VIP customer events.

Over the last few years our mobile trailers have been working hard for technology companies, providing a cost and time-effective platform to demonstrate their products and services as well as meet and greet current and future international clients.

Being mobile has proved particularly effective for this sector, as it often involves heavy, cumbersome equipment. Without a live, hands-on demonstration, the technology too can be relatively complex and difficult to get to grips with.

By transforming an exhibition truck into a branded, high-tech showroom, technology companies have been able to create a versatile and flexible roadshow schedule, taking in major trade shows, as well as delivering bespoke one-to-one sessions to customers – right on their doorsteps.

Businesses are benefiting a great deal from this approach, as it proves to generate greater return on investment and keeps the event calendar going well beyond the trade show schedule. It also provides the opportunity to target and explore new territories, beyond those found on the major exhibition circuit.

We have spent many years designing and delivering sophisticated roadshow exhibitions and campaigns across multiple territories on behalf of our clients. We have used our knowledge to design and fit out high-tech exhibition trailerswith bespoke storage and transportation for valuable technology, and provided multilingual branding wraps.

It all comes together for us when we see three of our clients taking centre stage at one of the world’s most prestigious technology shows. Each has a unique offering, but all of them have used ‘mobile’ event marketing solutions to deliver their message in the most effective and impactful way. It’s fantastic to be a part of that and we look forward to a successful three days.

To find out more about the Broadband World Forum visithttp://www.broadbandworldforum.com/

Or to see how EMS helps technology brands to connect with new audiences and demonstrate products through the use of bespoke mobile exhibition trailers watchhttp://youtu.be/zLhJ1xpGDMQ

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Effective Roadshow Measurement Techniques

Justin Isles (Client Services Director at roadshow organisers Event Marketing Solutions) shares his experience on effective roadshow measurement techniques available to clients.

There’s no doubt that roadshow marketing has proved itself as a way of effectively engaging audiences with brands and their messages as well as products and services.

Roadshows are increasingly becoming an essential part of many organisations’ communications activity, but as times remain tough and the economic climate turbulent, there is ever more focus on measurement and ensuring a return on investment.

We are continually looking at new ways of capturing data and proving a campaign’s worth, so here I’ll share some insight to how we approach measurement at EMS.

Techniques for determining success vary from business to business and even from campaign to campaign. The best way to approach measurement is to reflect on your objectives, which will help determine the metrics. Marketing activity needs to be more strategically focussed and integrated with wider business objectives – so it’s essential to consider the short, medium and long term business and campaign aims of your roadshows.

We encourage all clients to invest in qualitative onsite research, as robust ROI tracking is key to measuring success. But it’s important to maintain some flexibility to allow the integration of anecdotal feedback.

Daily reports assist monitoring of every aspect of your roadshows, from footfall and sales leads to length of engagement and touch points. They also provide essential metrics that can be used to develop and refine activity moving forward – used well, the information can ensure better audience engagement.

Perception should be monitored before and after an event to track shifts. Social media has brought endless tracking opportunities, and it’s particularly useful for capturing longer-term results. It’s essential that conversations are monitored throughout a roadshow marketing campaign and metrics from channels such as Facebook and Twitter are integrated as part of wider ROI measurements.

Post event monitoring of sales uplift, meeting numbers, feedback results, volume and pace of pipeline improvements will all help to paint an accurate picture of a campaign’s success.

Providing the means for businesses to talk directly with customers and prospects is one of the strongest opportunities presented by roadshow marketing. Evaluation must be able to facilitate and capture these conversations and an innovative approach using mobile devices or video booths can help encourage visitor participation.

Don’t be afraid to try new measurement tools and techniques; just remember to check that they help you meet your original objectives and you can’t go far wrong.

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EMS Bolsters Senior Team Following Strong Start To Year

Roadshow promotions specialist, Event Marketing Solutions (EMS) has promoted two members of its client services team following several new business wins, marking a strong start to the first half of 2012.

Gemma Edney has been promoted to the role of Account Director where she will head up a team handling roadshows and event marketing campaigns for a number of key clients. In eight years with EMS, Gemma has helped secure several new income streams for the company including the high profile Student Finance campaign with the Department for Business, Innovation and Skills.

Following a successful 12 months with EMS, Cassie Kendrew has been appointed to the role of senior account manager where she will play an increasingly pivotal role in international business development and client services.

EMS Client Services Director, Justin Isles commented: “Gemma and Cassie have progressed enormously over their time with us, delivering a number of first class campaigns and helping to improve the outlook of the business through 2012 and beyond.

“They have forged excellent relationships with clients and these appointments reflect the incredible contribution that they have made to EMS, providing us with a firmer foundation to build a robust and professional management team for the future.”

EMS has enjoyed a strong start to the year with several new event marketing projects as well as contract extensions including work with the British Heart Foundation, the Department for Business, Innovation and Skills, Ciena and Ogilvy.

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Government Continues Partnership With EMS To Extend Reach Of Student Finance Tour

The Student Finance campaign is reaching thousands more sixth formers with vital information on university grants, as the government extends its highly-successful roadshow promotions tour.

Event Marketing Solutions (EMS) have been working with the Department for Business, Innovation and Skills (BIS) to deliver the initiative, informing sixth form students about the upcoming university fee reforms from September 2012 and the support available to help them participate in higher education.

So far, the event roadshows have visited approximately 1900 schools and colleges, and has reached more than 150,000 students and parents in an ambitious schedule of visits. Due to end in early January, the tour has now been extended to February 3, to allow those schools and colleges who were unable to host an earlier visit to take part too.

The tour followed a rigorous recruitment and three-day training programme to brief and prepare 39 recent graduates as student finance presenters to visit schools and colleges in a specially adapted mobile trailer. Each visit sees the presenter delivering an informative talk as well as a Q&A and one to one session. Students, parents and teachers complete a survey before and after each presentation to enable BIS to fully evaluate knowledge and perception shifts. Impressively, from the results collated to date, 95% of the students asked felt that they understood more about the new financial support available after having received the presentation.

Managing the campaign is EMS’ experienced education team, who have a proven track record of highly successful roadshows for BIS’ Aimhigher education campaign. They are backed by a full-time EMS student finance team whose key focus over five months has been to manage the database and logistically-complex schedule of the 39 presenters as they tour the country in a bespoke exhibition trailer.

EMS Client Services Director Justin Isles said: “We are delighted to work with BIS into February to hopefully reach 25,000 more sixth formers at a vital time in the run up to student finance applications. This two-week extension will allow us to visit more than 250 schools and reach upwards of 190,000 visitors – far exceeding our ambitious target, in what has been a hugely successful, high-profile campaign. It’s further proof of EMS’ ability to manage logistically-demanding, high calibre roadshows that ensure key personnel are in the right place at the right time, every time to deliver our clients’ campaigns.”

Universities and Science Minister David Willetts said: “No one should be put off applying to university because they don’t have the information about the new student finance system. Students need to know that most new undergraduates will not pay upfront costs, there will be more financial support for those from low-income families and everyone will make lower monthly loan repayments than they do now once they are in well paid work.”

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EMS Takes Ciena B2B Roadshow To The Middle East

Leading global telecommunications equipment provider Ciena has begun a new leg of an extensive EMEA roadshow this week as it starts a two-month tour of the Middle East.

The unique mobile ‘Innovation Lab’ offers Ciena’s international customers a personalised, hands-on experience of the company’s industry-leading technologies. Managed by Event Marketing Solutions (EMS), who specialise in managing B2B marketing roadshows, the campaign has already visited 31 venues in 11 European countries this year.

The latest leg of the tour will give clients in Dubai, Abu Dhabi, Riyadh, Khobar and Kuwait a first-hand experience of Ciena’s range of networking equipment and software, which enable the delivery of next-generation voice, video and data services for network operators worldwide.

The roadshow then heads back to Europe, when it will once again showcase to 50,000 delegates at Mobile World Congress, the annual global technology event in Barcelona in February

EMS designed and managed the innovative, flexible fit-out of the 13.6m exhibition trailer. The interior allows Ciena to deliver a tailored event day for each client they visit, from workshops to theatre style for presentations and training.

Features of the exhibition trailer include a welcoming reception area, a specially designed fully air-conditioned server rack to demonstrate and store the high-tech equipment safely, presentation zones with LED screens, interactive workstation area and a private meeting room for one to one discussions.

The exhibition unit is branded with a full graphic vehicle wrap and has a multi-lingual capability, allowing interchangeable graphics to be applied for each country.

Justin Isles, Client Services Director at EMS said: “We are delighted to help Ciena build on its highly effective European tour with a major new territory launch that will allow them to engage one to one with even more customers through to the New Year. This Middle East tour enables Ciena to fully maximise their ROI by making full use of their roadshow vehicle during what is a quiet time for the European market.”

“This campaign has broken international boundaries by offering a truly personalised customer experience in each country, which has been key to its success. It has demonstrated that EMS can deliver a logistically complex operation anywhere in the world. With over a decade of experience behind us, we have the know-how to give our clients a seamless campaign.”

Isles added: “We are confident that our technology roadshows will continue to be in high demand in 2012. This is a growing market for us – our clients know the value of going on the road to demonstrate complex, high-value kit on the doorsteps of international customers.”

Ciena is one of a growing portfolio of EMS clients who are benefitting from technology demonstration roadshows. Other clients include Dell, Samsung and IBM.

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