Balancing Brand Experience and Product Marketing in Exhibits

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Education Week

Chicago, IL
July 10 - 12

Boston, MA
August 21 - 23

Charlotte, NC
November 7 - 9

CTSM at
FastTrak

Charlotte, NC
Wednesday, November 8, 2023
3:00 pm - 3:45 pm

6064
Balancing Brand Experience and Product Marketing in Exhibits
45 Minute Session

Have you stepped into an amazing exhibit only to find the takeaway lacked substance? Does your booth have great demos that convey the awesomeness of your product but attendees still seem bored? Brand experience is driven by storytelling that engages the audience and all their senses. Product marketing delivers key differentiators to educate customers on what you can do for them. Both are vital, but at times they seem to compete for attention in exhibits. Explore how to balance both brand and product goals and how each relates to the audience experience through three real-life examples with different budgets and scopes. Gain insights to craft environments that immerse attendees in your brand AND educate them about your products. Learn to:

•	Leverage design and create deeper connections to deliver authentic messaging

•	Engage your audience's senses in key elements of your brand's story

•	Articulate important product differentiators through experience design

FACULTY:

Blake McCurdy, associate environmental design director, Freeman
Blake McCurdy has more than a decade of experience in immersive environments that combine thoughtful and impactful design with engaging content to create memorable experiences. Currently at Freeman, he previously worked at e4 Design and ET Global, and presented at EXHIBITORLIVE in 2013 and 2014. He earned his B.S. in Industry Design from Georgia Institute of Technology and has worked with both B2B and B2C clients.
Connect with Blake McCurdy:


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