Over the last 3 years, SportSim has supported over 100 corporate exhibitors, across diverse industries, to create memorable branded experiences at their conference or exhibition stands. These customised, interactive experiences have been successful in:

• Creating a point of difference in a room of industry competitors;

• Capturing high-integrity lead data for post-event follow up;

• Improving brand recall post event; 

• Creating positive emotional connections between brands and customers.

Beyond the element of ‘fun’ (which should not be dismissed as insignificant in commercial contexts), these experiences have become a critical element of the conference and exhibition marketing mix, significantly improving the impact, and therefore the ROI, linked to conference budgets.

With the new government grant program now available to subsidise exhibitor costs, it’s never been a better time to invest in branded interactive experiences at your stand.

USING GAMES TO STAND OUT AND BE MEMORABLE

Industry conferences, despite being important networking opportunities, can be draining experiences for delegates. As intellectually stimulating as sessions may be, sitting still for lengthy periods can leave attendees feeling lethargic and overwhelmed with information. 

The breaks between sessions are a great time to stretch legs, reset, and interact with exhibitors…but unfortunately a quick stroll isn`t enough to give delegates the real boost of endorphins they need to get brains back into optimum learning mode. 

Endorphins can be simply described as chemicals that interact with the receptors in the brain that trigger positive feelings in the body. A rush of endorphins also helps lower stress levels.  Moreover, countless researchers have discovered that short bursts of game activity stimulate a gene that increases connections between neurons in the hippocampus, the region of the brain associated with learning and memory. 

In other words, a short, sharp burst of interactivity and competitive stimulation is enough to prime the brain for learning. Inevitably, event delegates relax while they play, and will remember the exhibitors that have provided them with this energy boost!

Encouraging delegates at conferences to have a ‘bit of a laugh’ is the adult equivalent of playtime during school breaks. There is a reason that play is linked to learning from our very early years, and the assumption that all work-related interactions should be serious can be stressful and a debilitating mentality in many event environments.

Enjoying a few moments of fun during a conference shouldn`t be regarded as a frivolous waste of time. This isn`t to suggest that we all drop the informative product demos or brand literature that our sales and marketing teams have painstakingly prepared for sharing with delegates. It simply suggests that you should also incorporate something light-hearted and entertaining in to your exhibitor plan - and regard it as strategic - rather than a pointless waste of marketing budget. 

Subtle product facts, logos and branding can be incorporated into these games. You could even embed a quick quiz or customer feedback survey to the end of an interactive game, for example.

The overall takeout here is that if you are a vendor exhibiting your products and services with a view to increasing sales - please do not fear fun.

Embrace these rare moments of play in life and be safe in the knowledge that they serve a multitude of emotional and cognitive benefits, as well as increasing your chances of standing out in a crowded and competitive marketplace.

Contact SportSim to discuss how you can incorporate fun and play in to your next conference or exhibitor experience.