Sustainability Through Technology

Working together towards a sustainable future is something we feel very passionate about at Versatile. One way that we’re reducing our footprint is through technology, especially at exhibitions.

 

Paper has long been a key ingredient to exhibitions – business cards, leaflets, brochures: all things which often end up being thrown away before even leaving the venue.

 

Did you know: the UK uses about 12.5 million tons of paper each year and, sadly, paper comprises 20% of all waste in the UK? If we recycled even 10% more paper annually, we’d save approximately 5 million trees. Or, better yet, if we use less, we can make a truly significant impact.

 

We’re on a mission to use technology to make the events space more environmentally friendly and the pandemic has only accelerated our efforts. 

 

And, we’re not alone in our commitment to going green.

 

77% of exhibitors and 65% of visitors believe that “organisations that organise and set-up events” are responsible for helping the tradeshow industry improve its environmental impact. This responsibility also relies on exhibiting companies for 53% of exhibitors and 54% of visitors (Source: UFI report on the Status of Sustainability in the exhibition Industry, 2021).

 

Now we are facing a Post-COVID world, more and more touchless interactive solutions have become readily available – we’ve found new and exciting ways to ensure we can keep the power of interaction, in the safest and most sustainable way possible.

 

VersaTAGs can replace all physical print by allowing your audience to receive information via their own device, simply by tapping or scanning a touchpoint. Not only can you provide far more information digitally than you could on paper, including visual mock-ups, but this solution also allows you to keep interacting with your audience in a way that’s more affordable, more sustainable, and makes your customers feel safer. 

 

“I think that as we move further into the new normal, Bring Your Own Device (BYOD) will become a bigger and bigger part of our lives, especially in events, due to it’s relative simplicity and flexibility!” – Zack, Versatile’s AV Technician.

 

Watch this space – we’re excited to see what the future holds for technology in the events space.

Innovation Through Design

At Versatile, we pride ourselves on always pushing the boundaries of what’s possible within a mobile space. Finding the perfect event space is only the tip of the iceberg, the magic happens when we tackle the inside.

 

With an advertising environment that’s constantly evolving and digital technologies continuing to transform how businesses work, the way that we communicate with our audience needs to evolve with these innovations.

Technology

 

From impressive media structures to VR experiences – technology has become an integral part of any successful event.

 

When it comes to putting on a show-stopping event, our Audio-Visual expert Zack is always finding new and thrilling ways to incorporate new technology…

 

“Incorporating technical elements into an event or roadshow not only grabs people’s attention faster, but keeps it for longer. If you can utilise interactive technology within your next activation, you will see a dramatic increase in customer engagement and conversion rate. Additionally, now we are facing a Post-COVID world, more and more touchless interactive solutions have become readily available, making the process more affordable, and your customers safer.”

 

– Zack, Versatile’s AV Technician

Beyond the trailer

We believe the secret to effective brand recognition is an eye-catching and immersive campaign that will resonate with your audience.

From the mobile unit to the media assets, the sampling to the staffing – we pride ourselves on expertly partnering with you to deliver every aspect of your campaign to ensure your brand gets its show stopping moment.

 

By providing all the supporting services, we’re able to give you a complete solution for both indoor and outdoor exhibitions and events.

 

So, whether you want to showcase your products and services, entertain VIPs or train your team, make your presence count.

The Design Hub

The Design Hub is where you will meet with the Versatile team to discuss your project. We consider the hub to be a creative centre for collaborative thinking and essentially serves as a showcase of design options to give our clients the opportunity to take control of their project. Designed to be informative and interactive you will be able to touch and feel different mediums to help select the right finish for your project. 

 
 

 

 

 

Interview With Our Apprentice Operator

As a company, Versatile Venues believe in empowering our young workers as the future of our business. The logistics industry can be a difficult one to enter, so we pride ourselves on creating and offering plenty of opportunities to young people to join our team and learn with us.

We have a number of current apprenticeship opportunities across the Group. For more info contact: hr@csellis.co.uk

 

To find out more about our apprentices’ experiences with Versatile, we spoke to Matthew, our Apprentice Operator to ask him a few questions.

What drew you to apply for a job in Operations?

What drew me to this job, and Versatile in particular, was the span of jobs that I would be doing: from driving to setting up/taking down events, interacting with clients and even warehouse work, it sounded exciting and the thought of doing something different everyday was great.

Versatile attracted me the most because I knew it was part of C.S.Ellis which is a big company in the local area and I’d always heard good things about the group as a whole, and the fact that it’s also a family run business makes it really stand out from other companies.

 

 

Since working at Versatile, what is your proudest achievement?

 

Coming into this apprenticeship, I had very little experience besides driving so there have been a lot of challenges. My proudest achievement was going off and setting up an event for a client on my own for the first time. 

 

 

Since working at Versatile, which, of all the projects you’ve been a part of, has been your favourite? and why?

 

The project that I’ve most enjoyed being a part of is the one I found most challenging. There was a lot to do between two people and, with me having little experience at this point, I surprised myself. We did everything, using a multitude of varying skills, it was all new to me. We got over the problems we faced, worked well as a team and came up with good ideas. Despite it taking ages, it was so rewarding when it was finished and to see the final result. 

 

 

What’s your favourite thing about working at Versatile?

 

Versatile is a great company to work for and there is always a helping hand when you need it. My absolute favourite thing about working here is that you’re doing something different everyday, but also the responsibility and independence that you have when working. Travelling to different places is great and some of the venues I’ve been to are amazing.

 

 

We’re always looking for new talent so, if you’re keen to discuss a career in the logistics industry, get in touch with our team – we’d love to hear from you!

Development Den at National Lorry Week

25th – 31st October was #NationalLorryWeek.

National Lorry Week highlights the vital and often-overlooked role that the logistics industry plays in our lives every day. The week aims to encourage the younger generation to consider a role in the industry.

More than ever, the NLW campaign is crucially important, as the UK currently has an estimated shortfall of 100,000 HGV drivers, which has contributed to the troublesome fuel shortages and lack of food supplies we’ve been seeing in recent months.

This campaign holds special relevance to the CS Ellis group as each of our companies relies on the logistics industry in order to run their operations smoothly. With the combined strengths of: the CS Ellis fleet, the warehousing and fulfilment expertise of Pacwolf, and the roadshow unit specialism of Versatile, the CS Ellis group are proud to have been a staple in the industry for over 80 years. We’re committed to ensuring the future of logistics is bright.

To support the campaign, the group have been in Peterborough to mark the occasion. In tow: our Development Den.

The Development Den was created as an internal resource for the CS Ellis Group. Expertly assembled by Versatile Venues, the Den is a mobile unit with a space that’s perfectly equipped for training.

The aim is for the Den to be used as a breakout, flexible learning area; a dedicated facility for our apprentices across the Group.

By investing in our young workers, we’re hoping to establish a supportive environment for learning and personal development. We’re determined to combat misconceptions about careers in logistics – many don’t realise that the industry’s worth £124 billion to the UK economy with 2.5 million staff.

We have a number of current apprenticeship opportunities across the Group. For more info contact hr@csellis.co.uk.

If you’re keen to find out more about the campaign or would like to discuss a career in the logistics industry, get in touch with our team – we’d love to hear from you!

 

 

 

 

 

 

What to Consider When Purchasing a Secondhand Exhibition Unit

A refurbished or secondhand exhibition unit could be an ideal solution for your business, particularly if you find yourself in the following situations:

– If you are planning on attending events in 2021 but you’re currently unable to reach your customers due to COVID restrictions; you can take your brand to them.

– Your budgets won’t stretch to cover a brand-new solution.

– You require a unit or vehicle to meet a tight deadline.

There are many different varieties of exhibition solutions available on the market, such as media structures, articulated trailers, exhibition units, lightweight articulated units, towable land rover units and simple options available for towing.

That being said, there are a few things that you need to be aware of, to ensure that you’re making the right choice for you; that is both fit for purpose and within your budget.

Research the Market

If you’re in the market for an exhibition vehicle or trailer, then it’s wise to browse a few different websites and talk to some specialist companies to assess what the going rate is for these kinds of solutions.

By doing this, you’ll get a good barometer of whether the cost of a unit is over the odds or not. With plenty of models and choice available to suit a range of purposes, it’s worth taking that extra time to find something perfect for your business needs.

Inspect the Unit in Good Daylight and Good Weather

The glow of streetlamps and rain can mask dents and scrapes in paintwork, which are certainly not ideal when taking your unit out on the road to promote your brand. Once you’ve found something that fits your criteria, be sure to ask if it’s possible to inspect everything in person.

Of course, the odd scuff is perfectly normal, particularly on older units, but it’s incredibly important to ensure that any batteries and inverters or any other features of the unit are working as they should do.

Striking a Deal

When you’ve agreed on a reasonable price, and you’ve decided on the purchase, it’s crucial, as with anything your business buys, to ensure that the terms are agreed in writing. A receipt should also be obtained for both your business and the one you’re purchasing from.

This should outline the details of the purchase, the price, terms of sale and both the seller’s and the buyer’s name and business address. It’s also important, if your purchase is an exhibition vehicle, that you obtain all necessary logbook information as you would with any vehicle.

Payment

If you’re buying your unit through a registered business, there really should be no concerns on this front. However, it really is worth repeating the obvious about paying during a private sale– the likes of which are available on sites such as Gumtree and eBay – and ensuring you’ve done your homework on the seller.

It’s also a good idea to pay through money transfer or even a business credit card, to ensure there is a paper trail of all transactions and proof of purchase.

For Sale: 3.5T Unique Glass-Walled Exhibition Unit

 

Vehicle Details

– Citroen Relay 35 L3h2 Hd1 130

– Van Engine Capacity: 2198 cc

– ECO Diesel Manual

At Versatile, we have a 3.5T glass-walled exhibition unit for sale. It’d be absolutely perfect for merchandise and retail sales, promotions and mobile displays. It was used originally as a mobile sales shop and fitting room for ecommerce deliveries.

The vehicle itself is a fully fitted retail unit, complete with slat walls, hanging rails, lighting rigs, a selection of modular furniture and a fitting room. The vehicle also contains side and rear access, to ensure a free flow of customers in and out of the unit, which is ideal when looking to make the unit Covid compliant.

The space is both flexible and versatile and is powered by inverters, which are capable of providing electricity to the space when there is no readily available power source nearby.

If this vehicle is not something that suits your requirements, then we have an extensive fleet to both hire and purchase, so we’re sure to have something that perfectly aligns with your needs.

 

Buying a pre-owned exhibition solution is not only a great way to keep costs low, but it’s also a great entry point for your business when looking to experiment with different options to get your brand on the road.

If you’d like more information on what we’ve covered, you’re interested in any of our services or if you’d like to learn more about the Citroen Relay we have for sale, contact us today.

Four State of the Art Public Consultation Trailer Designs

Exhibition trailers have the ability to combine visual impact, stunning design features, comfort and incredible attention to detail, all of which are crucial when a company wishes to interact with the public by using a trailer as a state of the art public consultation space.

As such, in this blog, we’re focusing on four examples of state-of-the-art public consultation trailer designs, which are some great examples of the work we’ve done.

TranAm

TranAm is one of the UK’s most well-known brands in the field of motorcycle clothing, accessories and parts. With a proven reputation for delivering best-in-class products for over forty years, we knew that we’d have to utilise that reputation and expertise and translate it to the design on their trailer.

We installed specially designed racking to offer flexible display options, which carried the instantly recognisable brand colours of the company.

The pop-up television screen that you can see in the image above was designed to display marketing material and then be safely stowed away while the trailer was moving.

Maserati

This public consultation trailer was hired from our fleet hire range by the Italian luxury car firm, Maserati, during event season.

We were asked to create a bespoke trailer that could be deployed at events, by not only offering our logistics services but also staffing the trailer and managing the hospitality offering.

As you can see from the picture above, the finished design fused elegant sophistication with a luxury feel, to reflect the reputation and feel of the brand.

By taking the Maserati brand and some of their products straight to their target demographics, we were able to use this consultation trailer as a powerful marketing element, enabling the team to meet customers face-to-face and field any questions about the cars.

Samsung

When Samsung began their European tour, Versatile was able to provide a completely branded public consultation trailer, which we were also trusted to move, setup and maintain.

This particular trailer featured at some highly exclusive events such as The Ideal Home Show and Goodwood Festival of Speed.

Having worked with Samsung over the course of three high profile trailer tours, we are now the brand’s go-to partner for their event requirements.

Aico

Aico leads the way when it comes to domestic CO and fire protection products and training. Aico also offers their technical expertise and advice on selecting the right alarm system, siting and installation.

The image you see above is our mobile showroom and training trailer for the brand. These multi-purpose setups give the team the chance to be flexible with each trailer and are even used for internal training when not out on the road.

When advertising and displaying products and services to a target audience, the environment must reflect the brand and their values, and these trailers certainly deliver on these expectations.

What Can Versatile Do for You?

An example of some of our other public consultation trailers

At Versatile we offer a range of support services, including the design, manufacture, conversion, and refurbishment of our public consultation trailers. We also provide logistics, operations, and event management support for both indoor and outdoor events.

When looking to attract the attention and turn heads of your key demographics at an event, using a well-designed and high-quality trailer can bring your brand to life in a way that solidifies existing relationships and creates brand new ones too!

We know things are a little tricky at the moment, so we’re committed to helping organisations that are hoping to put on or take part in an event in the coming weeks and months.

We can work closely with you to implement a range of COVID secure measures while still ensuring your offering remains engaging and exciting for your audience. Trailers and roadshows are ideal in the current climate, as we can help you to manage visitor levels to ensure that your staff and customers are well-protected.

 

If you have any questions about anything we’ve covered in this blog, or you’re interested in discussing any of our COVID secure range with us, get in touch today.

We’ve Come Eleventh in The Crystals 2020

At Versatile, we are proud to announce that we have been voted as the UK’s eleventh favourite event supplier.

Back in March of this year, the much-admired event industry magazine Stand Out Magazine, launched “The Crystals,” in which they called upon the events industry to vote for their favourite UK suppliers.

There were no judging panels or adjudicators; the publication only asked event professionals for opinions on who they really enjoyed working with and which events they enjoyed attending the most.

For almost two decades, Stand Out has been at the head of the industry, keeping event planners, festival executives, brand managers, and production experts abreast of the latest news, expert opinion, and developments within the sector.

Our Managing Director, Tim Cook, said, “to be voted for by our peers and those in the know and come eleventh in the voting is a huge achievement. Every edition of this magazine reaches about 13,000 people, so it really is the go-to publication for the industry, and it just shows that our years of hard work and commitment really have been noticed.”

Tim continues, “it was a fantastic feeling when we were told where we’d place, and it’s been great to be able to put a smile on the faces of everyone here at Versatile, particularly given how tough 2020 has been for us all in the events industry.”

If you have any questions about anything we’ve covered in this blog, or you’re interested in discussing anything with us, get in touch today.

Creative Mobile Pop-Up Shops

Businesses all over the world spend a great deal of their time trying to establish intellectual concepts and interactive experiences.

These experiences are often the result of intensive rounds of research that aim to establish something that sums up everything about a company’s brand identity, in a recognisable and interesting way.

But what if a consumer could walk into a room and experience your brand with all five senses? Pop-up events are just the ticket if this is what you’re trying to achieve. This gives consumers the opportunity to really get up close and personal with their favourite brands in a setting that is truly immersive.

In the purest and most impactful form, pop-ups most commonly take the shape of temporary retail spaces that give brands the chance to sell products in a customised environment designed to exacting specifications.

By their very nature, they are only temporary structures, which gives a company the license to take some creative risks that ultimately generates buzz and introduces consumers to their brand in new locations.

Consumers love the idea of exclusivity, and brands will often jump at the chance to stretch boundaries and experiment.

In this blog, we’ve put together five of the most captivating and innovative brand pop-ups shops to inspire your next event.

Nike

“Makers of the Game”

Nike unveiled its “Makers of the Game” pop-up show in Los Angeles to celebrate the start of the NBA All-Star Weekend. The shop offered customers the chance to express their style and individuality with a range of exclusive products.

Visitors could also choose from a number of activities from playing basketball on a full-size court, sitting in on a Q&A session with the late, great Kobe Bryant and even book an appointment to create a one-of-a-kind custom pair of Nike trainers from Nike’s 90/10 collection.

This latter activity, was, unsurprisingly, the major attraction of the event as visitors could collaborate closely with Bryant and Nike’s design staff to personalise their own unique trainer design.

Bark & Co.

“BarkShop Live”

The ecommerce company Bark & Co, creator of the BarkBox, created “BarkShop Live”, to give dogs the chance to shop for their own toys.

Over one week back in June 2016, the pet accessory retailer set up in Manhattan and invited dogs and their owners along to try out their offering for themselves.

The dogs that came along were fitted with special radio-frequency identification vests, which were able to track which of the toys each dog enjoyed playing with the most. From here, owners were then able to access these toys to purchase through the event’s dedicated mobile app.

Pantone

“Pantone Café”

Image from Mental Floss

Pantone set out to answer the rather philosophical question, “what does colour taste like?” And if any company is qualified to answer this question, it’s Pantone.

The best-known colour company on the globe ran a pop-up café across two summers in Monaco selling a menu of simple pastries, lunch choices, coffee and fresh juice – all branded with Pantone’s most popular colour samples.

However, this doesn’t mean that Pantone is permanently branching out into catering space. The seasonal café was absolutely perfect for social media, which is why it generated massive buzz in local, national and even international press.

This is a perfect example of what we mentioned earlier when a company is willing to take a creative risk by stepping outside its typical comfort zone and into different sectors.

Nando’s

Feast Your Eyes Exhibition”

Image from Nando’s

While restaurant chain Nando’s is known for its signature PERi-PERi chicken, what is not common knowledge is their South African heritage.

To highlight their origins, the company turned their Soho restaurant into a temporary art gallery. The “Feast Your Eyes” exhibition showcased artwork by seven prominent South African artists – Henk Serfontain, Zemba Luzamba, Shakes Tembain, Norman O’Flynn, NomThunzi Mashalaba, Patrick Bongoy and Marlise Keith – handpicked by Nando’s themselves.

Visitors were able to experience a unique menu and were given the opportunity to learn more about each artist through VR headsets.

In addition to being able to purchase the artwork, customers were able to attend workshops on zine-making, mosaic creations and macramé.

Adidas

Adidas Originals”

Is there any structure more appropriate for a footwear brand than a shoebox? That’s exactly what the Adidas Originals pop-up shop was modelled after.

Initially created for the Primavera music festival in Spain, the Adidas Originals pop-up was certainly a talking point at the event. With incredible attention to detail, the store had everything from meticulous labels to a couple of laces poking out from the lid.

The festival-goers were given a chance to look at and buy exclusive items and make the most of trying on trainers in such a unique setting.

Creating Unique Pop-Up Experiences

A selection of pop-up experiences we’ve worked on

All of these branded pop-up stores have one thing in common: they aren’t necessarily asking their visitors to purchase their products. The main goal of all of these pop-ups is engagement.

These brands are looking to do far more than sell a product to their customers; they are looking to encourage their audience to interact with the brand by giving them a chance to experience something truly memorable.

Engagement will make or break a pop-up store. Nike arranged a design session with basketball great Kobe Bryant. Bark & Co. flipped engagement on its head by letting dogs take the lead in their choice of toys. Pantone took a creative risk to move away from its traditional business model. Nando’s immersed their visitors in the world of South African art, and finally, Adidas gave visitors the chance to try on trainers in a giant shoe box – who wouldn’t want that?

All of these pop-ups encouraged a great deal of enthusiastic new customers who were able to enjoy a uniquely, immersive experience with the brands, their values and their products.

 

If you have any questions about anything we’ve covered in this blog, or you’re interested in discussing anything with us, get in touch today.

Roadshow Management & Logistics Guide

Whether it’s arranging experiential set pieces or something like sourcing the right sound system it’s easy to see how things can go south if your roadshow isn’t prepared to the letter.

The logistics of an on the road event don’t just slot into place on their own; people, equipment, locations, and vehicles must all be prepared to ensure everything reaches its target destination.

Arranging a roadshow is never an easy task to undertake. Still, it’s always essential to ensure the experience exceeds the expectations of your attendees no matter how big or small it might be, while still adhering to the goals that your business wishes to achieve.

In this piece, we’ve put together our hints and tips on how to streamline your roadshow event to create the very best chance of success.

Contingency Plans

Nobody wants to be negative, but thinking ahead about what could go wrong at your roadshow, and creating a contingency plan is a very sensible and logical step.

Think about how each element and should it go wrong, ask yourself how it could impact your event, and more importantly, how yourself or another designated member of the team can deal with.

For example:

– Have you thought about what would happen if any of your key vehicles were to break down? Alternative options should be in place before anyone sets off.

– What if your speaker or special guest is ill, stuck in traffic or unavoidably delayed? Having someone who can step up is a good idea in this scenario.

– If unforeseen weather prevents the use of your outdoor space, where will you relocate your guests? Marquees are readily available to hire and will be perfect to shield your guests from adverse weather.

– If you’re relying on a lot of different audio-visual equipment, you could avoid potential problems by having an expert install your equipment and having them wait in the wings in the case of an issue.

– What might happen if you suddenly had no access to the internet? Could you still check people in, run presentations or take payments? Portable Wi-Fi should be high on the agenda for a roadshow.

– If you have an influential person or a VIP speaking at your event, will you consider employing security?

– If key staff members are ill on the day, who else from the team could reasonably step up at short notice?

– If someone falls ill or has an accident at your event, what requirements do you have in place on location to ensure this person gets proper care?

Unfortunately, the list of things that can go wrong is virtually endless, but by ensuring you’re safeguarded from some of the most likely occurrences, in most cases, you should have no problem dealing with the issue and continuing the roadshow.

Planning

Understand the Event Value Proposition

Defining your roadshow event goals from the outset means that you know precisely what you wish to achieve. These could range from wanting to reach new territories, entice new customers, promote a new product or increase brand reach.

So, when you sit down with your team around you to determine the goals behind your event, you’re simply asking yourself, “why is this event taking place?”

Try to answer the following at this stage:

– “Why are we having this event?”

– “Why are these locations relevant to our brand?”

– “What key demographics are we trying to reach?”

– “What do we want attendees to take away from the event?”

– “How will we measure the success of this event?”

By recognising your event value proposition early on, it means that you can align your objectives with the experience, needs and interests of your attendees. This will essentially clarify the goals of those coming along to the roadshow, whether they wish to learn about a new product, network with peers or connect with your brand.

All of your choices, including logistical decisions, should revolve around these goals.

Create a Timeline

Timing is everything when planning the logistical side of a roadshow. The integrity of the event revolves around, ensuring that everything that you can control is under control—for example, selecting the right vendors, the right team members for the right task and ensuring that the location you’ve chosen has everything required to make a success of the event.

Your timeline should include essential dates, times and crucial tasks, from even the earliest planning stage. Share your schedule among the team, to ensure that everyone is on the same page, and every job that must be completed is assigned to the correct person.

Logistics vs Location

Understandably, your logistics will vary depending on your choice of event and location. For example:

Location Suitability – You may have found a perfect location to host your event, but if the local area isn’t already equipped to manage parking requirements, then it’s far from ideal. In this case, you could hire a field close to your location, and use the services of a parking management company to manage the traffic flow into the field. This will ensure cars are being parking efficiently, thus making the most of the space.

Catering – If you’re laying on food for the event, you must make sure that the caterers have adequate space to prepare, cook and serve the food if required. For example, will they prepare elsewhere and bring the food in, or do they prefer to cook onsite?

The health and safety of those preparing and eating the food is crucial, so the right surfaces and space for food heating equipment must be available to them to ensure that food can be served to conform with the Government’s Outdoor & Mobile catering guidelines.

Key Logistic Tasks

As we’ve already briefly touched on, it’s essential to assign the right task to the most capable party. Your business probably doesn’t have the specialised event staff in-house, so whether you choose to stay in-house or outsource to Versatile, it’s a case of finding the right party for the right task.

For example, if you’re looking to assign vendor management or location scouting tasks, you might choose someone who is used to working closely with others, such as account managers or client relations specialists.

Similarly, when thinking about branding, signage creation and positioning, you’d perhaps like to task this to someone within your organisation who has a keen eye for design.

When it comes to liaising with guest speakers and representatives for the local areas that the event will be taken to, those used to dealing with and solving queries such as customer services employees would be perfect for this job.

Clarify Logistical Expectations

Every location will have its own logistic challenges. These might include specific parking and loading and unloading times, or adhering to local law and legislation in regards to how, where and when you can begin to set up your roadshow.

Once you’re aware of the regional challenges and expectations, this must be passed along to your staff and any vendors you’ve chosen to appear at the event.

Researching Vendors

On the subject of vendors, you must research them in detail before any decision is taken. Take a look at their Google My Business, Yelp, TrustPilot and any other kind of metric that you think might be important – again this is something we can help you with here at Versatile.

When researching your vendor, take the following steps:

– Check how many reviews they have; the more they have, the more information you’ll be able to glean from them.

– Check a number of different sites; you’ll begin to notice a pattern of positive or negative reviews.

– For large organisations, employee reviews from Indeed, LinkedIn and Glassdoor can highlight any internal problems.

Take the time to read the reviews, the stars are obviously important, but they will only offer a small section of the whole picture. You may be able to pick out some snippets of information that are important to you if you read the reviews in full.

Location Scouting

If you’re planning to host your roadshow somewhere that you’ve never done so before, yourself, or a team member from Versatile, should take the time to get to know the area, to ensure that all elements of guesswork are removed from the process.

Things to keep an eye out for, include:

– Disability compliance – as the event organiser, you must ensure that everyone is made to feel welcome and their needs catered for.

– Is the area suitable to meet the goals that you set out at the beginning?

– Ensuring there any local laws surrounding events and roadshows are understood – particularly important if you’re visiting a foreign country.

– If delegates will be logging on to external Wi-Fi through their mobile devices at your location, cybersecurity solutions must be a top priority, so it’s certainly worth consulting a local professional on this.

Formulate an On the Day Communication Plan

This must be clearly outlined, or everything will be up in the air on the day, which would be absolute chaos. Determine a clear chain of command among the team; defining the sorts of problems that can be dealt with lower down and those which need to escalate to the event management personnel.

Implement multiple communication standards, such as walkie-talkies, phones, tablets and even hand signals. In fact, it’s a good idea to explore a few different options in case one form of communication fails.

On the Day

Overlap Vendor Arrivals

Be efficient with the team’s time by overlapping vendor arrival times. Each team member involved must be sure they’ve communicated the best routes to the location to ensure an orderly transition.

Ensuring each vendor arrives as the previous one leaves, does require a strict schedule, but it’s a far less stressful approach than waiting hours between vendors.

Give Yourself Time For a “Rehearsal”

It’s all too easy to let something important slip through the cracks on the day, which is why it’s so important to include something of a rehearsal, a few hours before people begin to arrive at the roadshow.

A few things to check are:

– Audio-visual equipment, is it working correctly?

– Wi-Fi and mobile phone service, is everything operating effectively?

– Sight and sound – ensure that everyone is able to see and hear any speakers or demonstrations.

– Trip and fire hazards – take a walk to ensure that any electrical cords are taped down and all electrical procedures for outdoor use are adhered to.

Make Sure Your Team Are Recognisable

Your entire team should be visible and recognisable to your attendees. Your branding and logos should be incorporated to ensure that you and the team stand out and are seen instantly – this is especially important if you’re organising a roadshow where multiple businesses may be in attendance.

If you require help with staffing, Versatile are more than happy to help.

Post-Event

Vendor Departures

Most vendors will have other events to get to, so they’re not going to want to waste any time. But they’ll need to give each other space to pack up and leave the location safely. By finding out in advance how long each vendor will need to pack up, you can ensure that everyone is aware of each other’s schedule.

Debrief

It’s tempting to jump into planning the next roadshow feet first, especially if the last was well attended. But it’s essential to take a little time to discuss the why’s and wherefores of the previous event with the team while everything is still fresh in mind.

Post-roadshow pulse surveys offer a decent overview of how your guests interacted with your business. You’ll be especially interested in where your event succeeded and where it fell short.

Good questions to ask are:

– “Did you enjoy the roadshow?”

– “Did it meet your expectations?”

– “Did you learn something that will stick with you?”

– “Was there anything that you didn’t enjoy?”

By using a combination of post-roadshow debriefs and surveys, you’ll be able to highlight areas which may not have met your expectations.

 

If you’re looking for any more advice on your next roadshow, then why not speak to us at Versatile? We partner with many specialist businesses to offer complete solutions for roadshows to shoulder the hard work, so you can enjoy your day. Whether you’re looking for help with events or exhibitionscontact us now to find out more.

Experiential Marketing Action Plan

Experiential marketing is a relatively new type of marketing that has taken the concept of reaching customers to an entirely new level. It is the most personal type of marketing that a consumer can experience, which is entirely the point.

The word “experience” can be defined in many different ways. However, as a rule of thumb, an experience leaves someone with something memorable and exciting to look back on.

By providing striking encounters, businesses can solidify relationships between consumer and organisation.

Examples of Experiential Marketing

Coke Zero

Many companies have succeeded in creating memorable events through experiential marketing techniques that have entirely pushed the envelope of interest and intrigue.

For a marketing campaign to be truly experiential, it comes down to making the consumer feel something on an emotional level. The experience, through whatever means, connects the consumer to the brand.

During the collaboration between Coke Zero and the 2012 movie 007 Skyfall, a Belgian advertising agency came up with the idea of using experiential marketing for the latest Coke advertising campaign.

When fans bought a can of Coke Zero at a vending machine in Antwerp, they were greeted with a screen that gave them the chance to win free Skyfall movie tickets.

Once the user put their name in, the screen gave instructions to collect the tickets at the other side of the train station on another platform. A 70-second timer followed this. Once the person started to run and make their way to the right platform, several members of staff were already in their path to act as obstacles, purposely dropping things and blocking off stairs.

If the user made it to the other side before the timer ran out, they were required to sing the James Bond theme tune upon the completion of which they received two Skyfall movie tickets.

Volkswagen

German car manufacturer, Volkswagen, used experiential marketing to test what they call the “Theory of having fun”. The idea is that people will put in more effort and change their behaviours when the opportunity to have a good time is given to them. It shows how reactions to something like having fun, can be a powerful draw for people.

In order to do this, VW created a piano staircase in an underground station in Stockholm. These stairs made piano sounds, making it fun to go up them. The amount of people choosing these stairs over the escalators shows that people are happy to go through a bit more for the sake of something different.

Experiential Marketing Action Plan

To execute the perfect experiential marketing campaign, a marketing action plan (MAP) is required. This will help to allocate costs, figure out what you are going to do and how you’ll achieve it. It will increase the effectiveness of your campaign and ensure that people will have an experience worth talking about.

Step one

A marketing plan should always include a defined end goal, so you need to think about what you are specifically trying to achieve, but first, you need to figure out what you want the person to experience and how you want them to feel.

So, start off by creating some goals for your marketing action plan. Use the SMART technique to help you create more comprehensive and achievable goals. This will ensure they are Specific, Measurable, Achievable and Timely.

Step two

After that, identify the resources you will need. If they are not readily available – you will need to set time aside to obtain them, since some campaigns may require technology, props, actors and other resources that may vary in price and availability.

You may also require other businesses to help with obtaining certain resources and running the actual experience.

Step three

Then it is about executing the plan. You need to keep everything in mind from your marketing action plan and adhere to it closely.

If you can give your customers an experience they will not forget, your brand will always be associated with this excitement.

Step four

Once the plan has been executed, make sure you have gathered the right information. For example, survey those who experienced it to ask them what it was like, along with their perception of your brand. This information will is invaluable.

Then, decide how you could have improved the experience. Keep this in mind for whenever you decide to plan out another experiential marketing campaign.

What experience your business could offer

Certain businesses will offer different types of experiences. You need to understand your target market to achieve the most impactful and enjoyable experience for them.

For example, restaurant chains have limitless options. They can provide customers with top-class dining experiences, whether that’s the opportunity to cook something, or share a dining experience with a stranger, or even dine in the dark. It’s all about creating experience people won’t forget.

If you sell other products, whether that’s a home furnishings or décor, for example, you could make use of the latest technology. Use virtual reality to make your furniture come to life. Allow people to view and interact with a room, reassembling furniture, changing the colour or walls, cupboards and floors. This could also work well for those in the property market, allowing people to walk around different homes that are available to rent or buy. Using virtual reality or even augmented reality is a great way to show people what you have on offer, and for many, it will be their first time using virtual reality.

Here’s another great example of how technology can be used:

This video went viral! With so many people loving how realistic the augmented reality was.

What We Can Offer

Here at Versatile, we work with an extensive range of trusted partners, and together, we can bring any idea to life. The process of an experiential marketing campaign is not a simple one; however, our approach ensures that no matter what you’re looking to do, we can support you during every step of the process.

Versatile and trusted partners can provide these services and many others. Get in touch with us today to find out what else we offer or if you simply have any questions about the blog which we have covered today.