Marketing is both science and art. On one hand, it thrives on innovative and fresh ideas that spark people’s imaginations. On the other, it needs facts and figures to give its progress direction. If it continues on its creative path without giving much regard to measurable results and vice versa, marketing will fail its purpose.
It’s therefore important not to rely on visual appeal alone. A poster ad or booth display can look beautiful and still not be compelling enough to make people want to engage, buy a product, or sign up for membership. Therefore, when brainstorming highlights for business events like conferences, expos, and trade launches, companies need to ensure the effectiveness of their marketing strategy and not just focus on elements that add aesthetic value to an event.
Ensure Effectiveness in Creativity
Flashy colors and grandiose displays capture the audience’s attention and make them stop to take a closer look. After the shock wears off, however, people will look for something more substantial than eye candy. Here’s where effective messaging comes in.
James Hurman, through his acclaimed book The Case for Creativity, says there’s a link between creativity and business success: commercial effectiveness. An article in Forbes.com cites an important point in Hurman’s book: businesses shouldn’t sacrifice efficiency for creativity, and that defining a message will create more impact than attention-grabbing ploys. This doesn’t mean, however, that businesses should tone down its creative efforts. In fact, creatively-awarded campaigns are 11 times more effective than campaigns that did not get any awards.
The key is to balance creativity and effective messaging. This is a formula that works for major corporate events, and ADM Productions, a global live events and media production company, agrees. It merges creative ideation, event planning, and direction so companies can get the most out of business events.
Non-Aesthetic Areas that Benefit from Creative Input
There are many ways to demonstrate creativity in a business event, and not just in terms of aesthetics. For instance, businesses can offer live streaming for audiences who may want to listen to presentations but can’t physically make it to the venue.
Businesses can also get creative with their choice of event partners — a co-branding strategy that could pay off if all partners share the same vision, like Betty Crocker with Hershey’s, Uber with Spotify, and BMW with Louis Vuitton.
Other examples of creative, non-aesthetic marketing methods include empowering events participants to be marketers by awarding digital badges; offering incentives to participants for joining activities during the event; providing free Wi-Fi so participants can post about the event on social media; and organizing a mixer or dinner for event partners as a gesture of appreciation and to strengthen business relationships.
Getting a marketing message across to audiences is important, and businesses can achieve that by being creative not only with venue decorations but in the more scientific aspects of event marketing.