ANALYSIS AND OPINION MARKETING AT EVENTS
its booth design at events. Featuring the striking black-and- white image of a zebra pattern to represent how ‘coherence matters’, the wall attracted young groups taking pictures in front of the pattern – which, after years of consistent advertising, is now synonymous with the brand. In addition to attractions that
drive traffic to the booth, the design should complement the experience for visitors once they arrive, and ensure they want to stay, said Hamamatsu’s Kirst. ‘The booth should look good and should not act as a deterrent or even a delimiter. We have had very positive experiences with an open and inviting booth, preferably with demo applications of the products.’ Kerry Herbert, marketing
co-ordinator at Zemax, added: ‘Zemax provides everything you would need to design optical systems, and the booth design needed to reflect this,’ she said. ‘However, we wanted to provide a booth space to support each optical, mechanical and optomechanical engineer.’ Features such as a welcome desk near the from of the stand to welcome visitors, a demonstration area to guide visitors through its product portfolio, and a private area for discussions helped the company achieve this.
Marketing on a small budget With companies in the photonics industry ranging from two- person start-ups to billion-Euro entities, budgets can vary hugely. However, with some thought and planning marketing can still be successful with fewer resources, noted said Oz Optics’ Sezerman. ‘Social media is a start-up’s best friend,’ Sezerman said. ‘It is free and you can get direct and real time feedback from the source.’ Many trade fair organisers help companies by offering platforms and various channels for advertising, added Kirst at Hamamatsu, which helps start- ups address their target groups relatively quickly and easily. ‘In addition, we have found that
potential customers in our sector need to be convinced above all by the content and the advantages of the respective products. In
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contrast to other industries, the appearance or design is less important. Most potential customers are interested in the product and what it is capable of. This should be the focus of your marketing activities.’ Careful thought and planning
should also be put into deciding which events are worth spending resources. ‘Choose your event wisely, so you can maximise your
return on investment (ROI). You should base your event selection on which shows your customers, suppliers, and competitors are exhibiting at,’ Sezerman remarked. Zemax’s Herbert added: ‘Our
team will work a year ahead to determine what events make sense for our customers, business strategy and budge. Sometimes this will mean less trade shows
and more user conferences hosted by Zemax, while other times we will prioritise a larger quantity of small trade show stands to maximise our visibility in the industry.
‘The marketing team must
work in lock step with the revenue teams goals, and when you don’t have a large budget you must make a plan and stick to it.’ EO
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