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

The launch of CUSA Clarity ultrasonic tissue ablation system needed to standout and clearly differentiate the value proposition of the product. To that end a powerful campaign featuring a metaphoric tumor beast along with multiple interactive demos took center stage.

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Observation: Bracco Diagnostics

The exhibit drove home the scope of the BDI portfolio while humanizing a category that is evolving and under great scrutiny. An engaging video, which played across a 50-foot-high screen, told their story in a simple, yet dynamic way.

Immersion: CROMA Pharmaceuticals

A creatively designed exhibit was built to mimic the shape of an eye. Inside the booth, numerous touchscreens allowed customers to explore and gain greater awareness and understanding of Croma’s technology and products.

Participation: Innospec Specialty Chemicals

We designed the Innospec booth to facilitate hands-on interaction with top industry formulators. The unusual, x-shaped footprint created a welcoming yet semi-private area for confidential brain-storming.
Let us know.
What realm of experience would best engage your customers and prospects at your next congress or convention? We’d be happy to help you develop an impactful memorable brand experience.