Should your Corporate Event or Tradeshow have a Theme? Corporate Event Marketer & Trade Show professional, Kimberly Kee of Kee Consulting, joins Jim Cermak of Trade Show University to discuss the right way to incorporate theming at your next trade show, conference, expo and event!
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The goal of event marketing is to package a message using elements like costumes, sets, and scripts to create meaningful connections between companies and their buyers.
The Importance of Themes:
• Themes create a unifying experience for events like sales kickoffs or user conferences.
• Themes help in planning event details, ensuring a cohesive experience that reinforces the overall message.
• Themes should align with the company's or industry's current situation; they don't always need to be extravagant.
◦ A somber theme can be appropriate during difficult times.
◦ A more exciting theme can highlight company advancements.
• Theming strengthens brand identity and connects with the event audience.
Creating a Theme
• The theming process can be quick, but it may require brainstorming and mind mapping to develop the right theme.
• Consider the event's objectives and key messages when developing a theme.
• A strong theme should be marketed in advance to build anticipation and excitement.
• Incorporate the theme into all aspects of the event, including branding, visual elements, and themed activities.
• For instance, a "level up" theme can use video game elements like leaderboards and avatars to engage attendees.
Examples of Impactful Themes
• "Level Up": Uses video game references to create a positive and exciting atmosphere.
• "Better Together": Focuses on unity and teamwork, especially useful during times of uncertainty or change.
Avoiding Themes That Fall Flat
• Themes that are too abstract or lack a clear connection to the audience can fall flat.
• Ensure the theme lends itself to specific activities and is easy to understand.
• The theme should evoke emotion and create anticipation.
Top Tips for Event Themes
• Base themes on key objectives and messages.
• Make the theme memorable and catchy to create a unifying environment.
• Integrate the theme into every detail of the event, from keynote speakers to breakout sessions.
• The goal is to create an immersive experience where the theme is evident even when attendees aren't actively thinking about it.
The Importance of Food
• Food can significantly impact an event.
• Align food with the theme such as having a gourmet nacho station and corn dog vendor at an arcade-themed event.
Kimberly's Top Takeaway
• A well-executed theme is one of the most important elements of a hosted event, as it unifies the experience and makes the event memorable.
Connect with Kimberly Kee:
• Email: Kimberly@Keyconsulting.com
• https://www.linkedin.com/in/kimberlyakee/
Connect with Jim Cermak:
• Email: jim@tradeshowu.biz
• https://www.linkedin.com/in/jimcermak/
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