Case Study: Expo Design - Crafting an Unforgettable Attendee Journey
Direct Selling National Brand
Case Study: Expo Design - Crafting an Unforgettable Attendee Journey
In the realm of events, the expo isn’t just a physical space, it's an immersive journey. The success of any expo hinges on understanding your audience mindset and interests, and an intricate dance between design, engagement, and the seamless fusion of the physical and digital realms.
As an audience engagement leader, InVision has long been a proponent of crafting expo experiences designed to captivate, educate, and inspire. The following showcases how one of our clients, in strategic partnership, was able to deliver an impactful, memorable expo experience for their audience.
The Challenge
Our client, a successful direct selling national brand, sought to holistically uplevel its expo experience of previous years. The challenge lay in revamping the entire customer journey – from uninspiring displays to limited attendee engagement opportunities. It was evident that a new approach was needed to not only showcase its new suite of products, but also to immerse attendees with the brand in a way that resonated long after the event.
Solution
For our client, the goal was clear: to uplevel their expo experience, creating an environment that featured their latest products in ways that engaged and excited attendees. In response, our creative, strategy, and digital teams collaborated to infuse the expo experience with interactive moments, leveraging robust digital infrastructure and gamification to immerse attendees in a journey that extended beyond the event dates.
Concept to Reality - Designing the Attendee Expo Experience
Gamification - Turning exploration into adventure
Gamification emerged as a key element in enhancing the attendee journey. A well-integrated digital platform empowered attendees to navigate the expo floor based on their preferences, turning the exploration of products and information into an adventure. A strategic approach ensured that gamification elements were not just entertaining, but also provided educational elements. Gamification opportunities also inspired exhibitors to engage, connect, and share their experiences socially. Consistent theming and a high-tech interface kept engagement levels high, fostering retention and encouraging return visits.
Supplemental Resources - Navigating each unique attendee journey
Robust digital infrastructure brought more capabilities than ever before. The customized digital platform offered opportunities for in-person and virtual attendees to explore embedded video and supplemental links, connect virtually with health specialists, and learn more about the brand’s exciting new developments. QR codes, expert consultations, and interactive games were strategically employed to connect, engage, and educate. This approach not only enriched the attendee experience but also provided value beyond the expo floor.
Digital-First Approach - The power of a single app
The expo’s integrated mobile app seamlessly catered to both in-person and remote attendees, becoming a dynamic, accessible, and one-stop source for all attendees. The application also provided attendees access to a wealth of supplemental resources. Interactive maps of the expo called attention to in-person locations, while enabling leaders to alert attendees of important announcements with accompanying visuals. An integrated menu bar allowed attendees to easily access engagement features including structured networking, Live chat, Q&A, and polling. Social channels were directly integrated to encourage and provide easy shareability. Importantly, the digital app was designed to meet the varying needs of its attendees from across the globe – all supplemental resources and downloadable content could be viewed in the attendees’ chosen language. From a strategic content capture standpoint, the app also played a critical role in acquiring detailed reporting and analytics during and post expo.
Transformative Design – Creating a memorable experience
The expo environment was transformed to be more than just a display of products; it became a canvas for larger-than-life "wow" displays. The design showcased our client’s latest wellness and skincare products, enabling attendees to see and interact with the product in immersive ways. Interactive activations, elaborate signage, and photo ops encouraged engagement like never before.
Result
Crafting Memories That Last
By crafting an expo experience with thoughtful design, gamification, and supplemental resources at hand, booths and key activations met the interests and needs of attendees. The expo reached over 7,500 in-person attendees, with an astounding 93% of survey respondents reporting that they were able to make meaningful moments and felt inspired. InVision continues to support this client as we celebrate our 10th year in strategic partnership. With a deep understanding of the brand footprint, we continually look how to innovate its expo experience and design, with the attendee journey at the forefront.
Looking to uplevel your brand activation, booth, or expo experience? Contact your InVision account director or reach out to us at info@iv.com to learn more.