Czarnowski is a full-service exhibit and event marketing company that produces brand experiences for the world’s most forward-thinking organizations. Read our blog for event marketing news & innovation
The following post was written by Doug Shockley, VP Global Events at Czarnowski.
More than ever, people are valuing experiences over things. We get it. Experiences tap into all the senses, changing how we perceive and comprehend what surrounds us.
Experiences also build trust, expand relationships and give you something to believe in. They make great memories that can be shared—both in real life and on your Instagram and Snapchat feeds.
But for companies, it’s not enough to just create opportunities for face-to-face conversations. The people want action. And more than that, they want to be a part of it.
Many brands are responding and adapting to these changing expectations by creating events that encourage exploration, interaction, education, participation and play. It helps them establish a direct connection with their customers. It also helps them generate serious buzz (and revenue).
But as beneficial as dynamic event experiences are when you get them right, they can be equally bad when you get them wrong.
Here are five tips to help you create successful events in the age of experiential marketing.
1. Get everyone on the same page
If you want your event to have maximum impact on your brand and business objectives, you need buy-in and support from your key stakeholders.
Getting stakeholders involved in the process is great, but if that’s not an option get them on board and keep them informed as the show evolves. Getting—and keeping—everyone on the same page minimizes challenges and conflicts that could arise later.
2. Define your strategic objectives
Once your stakeholders are engaged, determine the key business objectives for your event at both a macro and micro level.
Are you looking to improve awareness? Create engagement? Launch a new product? Generate leads? Educate new customers? Fill seats at your VIP dinner?
Whatever your objectives are, make sure you define them up front. They will be the framework from which your event is built.
3. Understand your audience
With your objectives defined, the next step is identifying who your target audience is, where they fall in your sales cycle and what your specific marketing goals and objectives for that audience are.
For example, are they C-level executives or high school students? Do they have decision-making power or are they influencers? Are you looking to sell them a product or hire them for a job?
These factors and more play a role in identifying the type of experience you need to create to achieve your event objectives.
4. Connect your experience
Establishing who your audience is allows you to identify your event’s core theme. Understanding your audience also helps you create an experience that resonates with and connects them to your message.
Why are they attending the event? How do they like to learn? Are they active on social media? What is their comfort level with technology?
The answers to these kinds of questions will determine whether your experience should be centered around an interactive game or a virtual reality demo or a kinetic sculpture or insert another idea here.
5. Initiate your brand presence
Activate your theme across each physical and digital touchpoint of your experience to make sure it’s consistently represented across all properties and communication channels.
Then focus on getting your sales and marketing teams to “buy-in” and promote your event. This will help generate marketing buzz while giving your sales team something tangible to inform and invite their customers and prospects to.
Creating successful events is easier when you have a plan. These tips not only help get your internal team in line, but they also help guide the development of custom engagements and interactives that amplify the attendee experience—giving your customers exactly what they’re looking for.
Nǐ hǎo, China! Czarnowski Shanghai is officially open for business.
Saying we’re an international company is easy. But being an international company requires more than talk. It requires providing services everywhere our customers (and our customers’ customers) need us to be.
Because at Czarnowski, customers come first.
Global + local
It’s important our customers have an exhibit and event marketing team with local knowledge and reliable resources. It’s equally critical they have a team who can speak the language and work in the same time zone.
So as our customers started doing more shows and events throughout China and Asia, we decided to lay down stakes.
“Our Shanghai office allows us to not only better serve our China-based customers but also our North American and European customers as they increase their marketing activities in Asia,” said Bob DeFacci, Czarnowski’s Global Managing Director.
“Our physical presence in China combined with our local knowledge, experience and reliable partner network allow us to provide distinct and valuable services to this growing market.”
Service + solutions
From account and project management to design, engineering, fabrication and labor, Czarnowski Shanghai offers the same level of service and attention to detail our customers expect from our North American and European offices.
Our Shanghai team coordinates with our North American and European teams to maintain a consistent brand experience and provide turnkey solutions across countries and continents.
“As a leader in the exhibit and event marketing industry, moving into China was a natural next step for our company. We’re excited to bring our decades of experience helping customers develop creative and successful marketing strategies to China.”
Executive Vice President / Czarnowski
Looking to the future
Growth is vital to our customers’ success. Whether we’re opening new locations or expanding our capabilities, we’re proud to have been able to grow with them over the past 70 years.
The future of exhibit and event marketing looks bright, and we’re ready to continue leading the way. The only question is where will we grow next?
We don’t show up to work each day expecting accolades for our accomplishments, but we definitely don’t mind when one comes our way.
We’re excited to once again make Event Marketer’s Fab 50 list—a highly respected and influential agency listing of the top event and trade show exhibit builders.
Making the list is no easy feat. Companies are chosen through a rigorous application and judging process, with the goal of helping trade show teams, event departments and procurement officers choose the best exhibit partner.
We can’t hide that we are big fans of fabrication: six of our offices have fabrication capabilities. And that enthusiasm shows in our work. After all, the ability to transform a basic structure into a dramatic brand statement directly correlates with our dedication to bringing our clients’ ideas to life—no matter the size, shape, complexity or budget.
We look forward to the challenges clients throw our way, and we’ve armed ourselves accordingly. Our Denver office is equipped with a 5-axis CNC machine, chroming capacity, Kern laser cutter and vacuum forming machine. Our St. George office has a water jet that cuts everything from glass to two-inch thick steel. Our Atlanta fabrication team operates nearly 24 hours a day, printing, dyeing and framing fabric. And all our fabrication offices are outfitted with a 3D printer.
Each office and every piece of technology blend together to help us create the best solution for our clients. With an in-house fabric production capability, we can design and print whatever we want, whenever we want and however we want it—even within very tight timelines.
We not only control the timing, we also control the quality. This ensures that everything we create not only meets our exacting standards but those of our clients as well.
The following post was written by Jeff Turton, National Director of Rental Services at Czarnowski, as part of an ongoing series exploring the value and benefits of exhibit rentals.
Marketing budgets are tight. Everyone is looking to cut costs, save money and spend less—usually at the expense of their customer experience.
What if we told you there is a better way? That spending less doesn’t have to mean settling for less? With the right rental solutions, you can reduce your exhibit and event marketing costs without sacrificing quality or custom design.
The best rental solutions are indistinguishable from owned properties. Advanced rental components—such as Czarnowski’s rental Base6 architectural system—allow for fully customized pieces that are tailored to your specific needs and provide a dynamic, engaging space to promote your brand.
A customizable model ensures a consistent brand experience across every show on your calendar, maintaining design continuity as you scale from small inline exhibits to large exhibition halls.
New vs. rental
While a new display has the potential to drive significant brand engagement and awareness, it also comes with a considerable price tag. Fabrication alone can represent significant capital expenditure and comes with both upfront and less obvious ongoing costs.
In addition to the initial build of the display, there are also costs for crating, pull and prep, inbound inspection, repairs and modifications. These costs are necessary to keep properties current and ready for the next show but do not represent an increase in effectiveness. Rental solutions eliminate these ongoing costs and provide an opportunity to shift expenditure from capital budgets to expense budgets.
More bang for your buck
Rentals are a great choice if you have multiple divisions exhibiting at different shows. By utilizing rental components, resources can be shared across divisions and projects to eliminate redundant fabrication.
Selecting a rental solution partner with multiple regional storage locations will also help control overall transportation spend. With transportation costs rising over the past few years, rentals are a great way to keep expenses in check and allocate resources more effectively.
Exhibit needs change from show to show and year to year. Often a booth space that worked well last year no longer meets the needs of your brand this year. Rental solutions give you the flexibility to respond to those changes without significant additional expense.
Need to double the footprint at your next show? Your rental solution can scale easily. Have an idea for new interactive elements, but want to test small before committing to a large roll out? Rental allows you to adapt without the increased costs of new fabrication.
Rentals to the rescue
Using exhibit rentals is not just about spending less. It’s about spending smarter.
When your marketing dollars are tight, spending significant portions of your budget on architectural elements doesn’t always make sense. Exhibit rentals help you put your money to more effective use while driving engagement and ROI.