Marketers need to engage with prospects. One way we traditionally do this is by creating a unique presence at congresses and conferences. It’s a worthwhile investment in time and money. An opportunity to meet customers face-to-face, build relationships and create lasting brand impressions.
Ideally, we want to provide hands-on, theatrical engagements that are relevant to the audience. After all, we’re living in the Experience Economy.
Experiences make brands memorable
Joseph Pine II and James H. Gilmore published “Welcome to the Experience Economy” for the Harvard Business Review. One of the key takeaways was that event-interaction with products and services orchestrates memorable experiences for participants. Savvy marketers build their business around these interactions to give their customers the best possible memories of their brand.
According to Pine and Gilmore, there are four “realms” of experience to work with: Entertainment, Education, Escapist, and Esthetic. These fall on two continuums, one ranging from passive to active and the other from absorption to immersion
- Entertainment is passively absorbed
- Education involves active participation
- Escapist is participation in an immersive environment
- Esthetic involves immersion while remaining passive
Marketers who understand the realms and associated insights can provide engaging interactions for conference and congress attendees. At REALITYRx, we have in-depth “experience” creating memorable and relevant exhibits using all four realms.
Absorption: Integra LifeSciences
Observation: Bracco Diagnostics
Immersion: CROMA Pharmaceuticals
Participation: Innospec Specialty Chemicals
