Event marketing is about making an impact – creating brand experiences that resonate with an audience to drive meaningful engagement. Good experiences are interesting but great experiences are truly memorable and genuine. Celebrating its 40th anniversary, Exhibitor Magazine recently published its list of “40 Unforgettable Experiences” that have withstood the test of time.
We’re honored that one of our experiences made the cut: Bayer’s Drop Shot from the 2011 Radiological Society of North America (RSNA) show. Over a decade ago, we designed this interactive trade show exhibit experience with Bayer HealthCare to showcase the company’s high-contrast imaging products.
Using a photo-taking apparatus developed by artist Martin Waugh, the in-booth experience allowed participants to create unique water-drop images. While the experience itself was fresh and innovative, the genius of it was that it reflected the hobby of the target audience.
Bayer identified that radiologists were disproportionately attracted to photography as a hobby, and the chance to work side-by-side with the artist to create beautiful imagery was unmissable. Ultimately, the timeless success of this event truly highlights the importance of knowing your audience.
We’re also in good company on this list. Other brands to grace the list of Exhibitor’s unforgettable experiences include behemoths like Coca-Cola and Apple. Thirty-eight years ago, Apple developed an ultra-exclusive exhibit that allowed participants to get a hands-on look at the company’s new Mac computer in a 45-minute demo, and intrigue grew as lines lengthened with participants eager to try it themselves. In 2012, Coca-Cola created an innovative, immersive experience when it wrapped the corporate pavilions at the 2012 Olympic Park with a red and white structure that transformed into an enormous musical instrument.
These are just a few examples of experiences that can transcend time to leave a lasting impression on individuals, society, and culture alike. At Impact XM, we strive to achieve this for each client by delivering well-crafted solutions that engage and enchant audiences around the globe.
For more information on how your brand can create a well-crafted experience that will stand the test of time, feel free to reach out to us at any time at [email protected].