I Like cool Brands and i cannot lie…
out-of-the-box brand activation strategies
The gals at EPS
Just a few weeks ago, we attended event industry Mecca: The Event Production Show. The hottest place for career insights, networking, and all things ‘events’. As a small but mighty business, this was also a prime opportunity to attract a new cohort of clients. But as one of XXX companies exhibiting, all fighting for the eyes and ears of the attendees, we had to bring our A-game to ensure we made the best of this opportunity. And make the best of it, we did… Not only did we secure almost 100 newsletter sign-ups, but we also locked in 15 calls with potential clients, launched a podcast AND raised over £200 for the official EPS charity partner. In the space of two days!? 🤯 Phew. So, how did we do it?
The only way to get heads turning at such a saturated event was a brand activation stra-te-gy. 👏 Ours incorporated bold, eye-catching visuals, supplemented by unique handouts designed to engage recipients with Electric Cat’s services. The first step in the process was to ensure that our humble stand would be visible from all corners of the room (and, ultimately, space). Our team members were adorned in glorious, neon yellow t-shirts and a large Electric Cat sign, so they couldn’t be missed. With that in place, it was time to put our plans into action. Read on to hear exactly how we did it.
Electric Cat t-shirts ready and waiting…
Charity Donations
In lieu of handing out branded merchandise, we opted for a creative alternative – for each person that signed up to either a call or our newsletter, we donated an amount to the official charity partner of EPS, Safer Spaces (LINK). Not only did this enable us to raise hundreds of pounds for this wonderful charity, who are creating safer environments across the live events industry, but it was also much more eco-friendly and meant people left our stand with a goodwill-induced spring in their step. 🌿
All the EPS goodies
Electric Cat Dollars
There is truly no tactic more effective than bribery. Tragically, we didn’t quite have that in the budget, so we cheated the system in the form of our very own currency - Electric Cat Dollars. These little beauties were handed out to people who signed up for our newsletter or a discovery call, and indicated how much their participation had raised for charity. Not only did potential clients leave feeling a bit richer, and like a rather good Samaritan, they also had this adorable reminder of us in their pocket for the rest of the day.
The Electric Echo
Flyer? I hardly know her… 🥁 While flyers do the job, we wanted something a little more memorable. Sooo, we created our own newspaper, ‘The Electric Echo.’ Featuring articles about Electric Cat’s team, projects and services, a freelancer callout column and some breaking news stories, to name but a few. This was the perfect eye-catching handout to pique people’s intrigue. And it looked cool as heck 💁♀️
And with that, we embarked on our mission to make EPS our b-est friend… Here’s what went down ⬇️
Cat Kevern appearing on a panel about ‘Orchestrating Supplier Symphony’
Day one started strong, we were nominated for an award - Creative Agency of the Year - and had a huge announcement planned 👀 After chatting the ears off attendees all day, we had secured 10 calls with potential clients and 50 newsletter signups! It was time for a lie down.
Oh sorry, no. It was actually time to LAUNCH A BLOODY PODCAST. We headed straight over to the main stage to deliver the news of our brand new events and marketing podcast - The Neon Lounge - to the hum of rapturous applause and roses landing on the stage around our feet. Ahhh. A sigh of relief.
SYKE. Then it was time to attend the EPS Awards Ceremony. We didn’t end up winning Creative Agency of the Year (although our mums have reliably informed us that we are all winners), but we were absolutely chuffed to have been shortlisted among the incredible nominees. Day one, over and out.
Day 1
Day two. We were excited, invogorated by the success of the previous day.
While Mads and Ruth beavered away engaging with attendees and securing even more discovery calls and newsletter sign ups, Cat Kevern was appearing on panels and stages all over the event, including a solo talk on the Power of LinkedIn!
As the day drew to a close and crowds began to disperse, it was time to start packing up and heading home. With a smile on our faces and a few Electric Cat dollars in our pocket, we set off home feeling distinctly warm and fuzzy inside. A huge HUGE thank you to everyone who got involved with Electric Cat and to Access All Areas for having us! Until next year…
Day 2
Written by: Hatty Cadman on 14/04/2024