Yevhen Shaposhnikov, CEO and co-founder of FILOSOFIA Event Group offers a view on revolutionising your conference presence:
Imagine this: you walk into a massive event where over a dozen companies are competing for your attention. You stroll past rows of standard booths featuring banners and logos, and every booth attendant offers you branded T-shirts or mugs. Who will you actually remember?
In this maze of booths, every company wants to stand out, be memorable, and effectively convey the value of their product to the audience. One option is to take the traditional route: a large logo on the booth, basic merchandise, and a registration desk. Another, more compelling option is to transform the typical booth into an art installation. This approach is especially relevant for companies in gaming, blockchain, or IT, where creativity and innovation are key elements of the brand.
How it works in practice
Recently, the SiGMA East Europe 2024 conference took place in Budapest, and our client, a company specialising in esports, was one of the exhibitors.
We understood the target audience we wanted to engage and the value of our client needed to highlight through their booth. So, we created an enormous booth with an immersive interactive solution – a giant head of a character from a well-known video game, ensuring gamers would flock to our stand. The moving 'head' interacted with guests, drawing attention to the booth and boosting brand awareness. Additionally, there was a bar with an LED screen where guests could watch visual content while waiting for their drinks.
Spectacular and futuristic, this combination turned out to be the perfect strategy for the company to generate high levels of engagement and stand out from the competition.
Another case involved a brand offering affiliate programmes for the igaming industry. At the IGB Live conference, we installed a networking bar at their booth, with a unique highlight: a slot machine with unconventional prizes – just like fond items from childhood – with a claw mechanism.
How to create a creative booth concept
There’s a proven process that ensures creativity doesn’t turn into a flight of fancy but aligns with business objectives. The first step is understanding the client’s goals, industry, and business specifics. It’s essential to know why the client is attending the conference – whether it’s to attract new partners, present a product, or strengthen the brand.
Next, develop the value proposition and installation concept: should the focus be on technology, innovation, or creativity? The concept needs to combine business goals with creative solutions that will help the brand stand out from competitors. Remember, the installations should not only impress but also achieve concrete results – attracting attention and encouraging interaction with the brand.
Drawing attention
To attract attention, use bold lighting, colours, and shapes, while adding interactive elements like AI or hands-on features. Offer creative merchandise that resonates with your audience, and optimise your booth for networking with comfortable spaces that invite conversation.
A custom art installation is a way to stand out at conferences and attract the right audience. Creativity, interactivity, and a clear strategy are the key tools that will help your company achieve the desired success.
