SXSW Lessons: How Could Brand Activations Transform the Trade Show Experience?
March 13, 2019
Sitting on your trade show floor is an exhibitor who is spending quite a bit of money to be there, but he or she may be thinking, “For this type of investment, I could be doing an amazing brand activation out of the confines of this booth.”
Or, “We really would like our products to be seen by our end-users, the consumers, but they aren’t allowed into this show.”
As a result, some shows are losing major exhibitors, such as E3 — the big video gaming show held annually in Los Angeles that’s had several major gaming companies drop out wanting to use their marketing dollars in other ways.
A trip to the annual South by Southwest (SXSW) event held every year in Austin, Texas, is a golden opportunity to see why crowds flock to brand activations, and for traditional trade show organizers to consider how they can create the same buzz for exhibitors at their shows.
At SXSW, for example, none of the big brands that had activations were at the actual SXSW trade show. They were in alternative venues in the downtown area around Austin Convention Center.
How about this: What if you sold a “brand activation package” to your exhibitors that included space on the showfloor, but also gave them the opportunity to transform some of that empty meeting space in the center into a brand experience around which they can create buzz and invite key current and potential buyers?
Most the SXSW brand activations not inside the center are promoted through SXSW, so likely there is some fee involved to hold a “sanctioned” event that’s then promoted to all attendees.
This could be done at any show and it has a two-fold benefit. Those brands are holding great events somewhere away from the show regardless, so why not be a part of it and boost the overall event? In addition, attendees expect events to be more than just the up-and-down aisles of a trade show floor these days.
Here's another not-so-crazy idea: SXSW allows the public into brand activations as well. That way, they create even more buzz, and the actual consumer of the product gets to be a part of it.
Shows could do this with a little imagination. It would be easy for an off-site event if registration was required before and it was first-come, first-serve — but if there was an amazing brand activation at the center off the showfloor in a meeting space or ballroom area, the same could be done.
The bottom line is, attendees want and expect more from the experience they currently are getting at a lot of trade shows. They don’t want to be confined to the same old showfloor experience; they want to engage in fun, memorable, exciting moments while they are at the event. Events like SXSW can inspire us to do better.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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