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Big Ideas Unveiled at EMS 2025
The 23rd annual Experiential Marketing Summit (EMS) held at the MGM Grand Las Vegas from April 14-16 brought together over 1,500 marketing professionals. This year’s conference emphasized creativity, strategy, and the latest trends in trade show marketing. Here's a roundup of bold insights that can empower dealership leaders and automotive professionals to elevate their presence at industry events.
Emphasizing Local Flavor
One standout trend at EMS 2025 was the emphasis on localization. Creativity was showcased by what Steno, a legal tech company, did at their booth by transforming it into a subway station environment, complete with graffiti art. This attracted attendees and made for an unforgettable experience. For dealerships, incorporating local themes into booth design can resonate well with potential clients, encouraging engagement through familiarity.
Turning Pain Points into Solutions
Cognizant’s innovative approach of offering a 'tech rage room' where attendees could smash old devices provided a unique opportunity for dialogue rooted in shared frustrations. This method not only broke the ice, but also created genuine interactions that could lead to potential sales conversations. Dealing with pain points effectively can adeptly showcase a dealership's offerings as solutions.
Engagement That Counts
Trade show success hinges on attendee engagement for specific activities. From offering a massage chair during a product demo to creating irresistible snack stations, capturing attention effectively can keep potential customers talking. A recent trend is transforming typical presentation spaces into compelling, multi-sensory experiences that delight attendees—perfect for automotive showcases aiming to stand out in a saturated market.
Innovative Social Sharing Strategies
NeoGenomics brilliantly tied social media engagement to charitable causes by creating a beautiful photo op with a foliage wall, incentivizing social sharing with donations for each post. This exemplifies how automotive dealerships can leverage social responsibility by embedding their missions into booth designs, simultaneously creating buzz and driving traffic.
The Golden Rule of Budget Negotiation
Negotiation can make or break a trade show experience. It is crucial to tap into industry relationships to advocate for favorable terms. Strickler-Vazquez of EMS suggested that negotiators should be mindful of all aspects, from food and beverage to setup fees. Dealerships should prepare by identifying potential savings, ensuring they maximize returns on investment at every touchpoint.
Measuring Success Beyond Leads
Johnson & Johnson’s Aleka Garcia proposed a novel approach to ROI reporting by tracking multiple KPIs that matter to stakeholders. For automotive trade shows, understanding the nuances of success factors—not just lead numbers but long-term customer relationships—can help drive smarter marketing efforts. Recognizing the broader impacts of trade show spending can guide future investments intelligently.
Actionable Insights for Automotive Dealerships
In conclusion, EMS 2025 shared valuable lessons that can seriously enhance how dealerships approach trade shows. By incorporating local elements, turning attendee frustrations into solutions, creatively engaging audiences, and developing strategic budgets, dealerships can acquire greater visibility and stronger market connections. To continuously improve booth strategies and ultimately sales, it's crucial to embrace these innovative concepts.
Ready to Elevate Your Trade Show Game?
Taking from the insights gleaned at EMS 2025, dealerships are encouraged to step boldly into their next trade show with these big, game-changing ideas. Utilize your local uniqueness, be innovative in your approach, and remember: every connection could lead to a sale. Start planning today for your success!
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