The Rise of Experiential Events in Exhibitions: Standing Out in Corporate and Association Conferences

So what Exactly Are Experiential Events or Activations?

When we talk about experiential events or activations, we’re really talking about creating experiences that involve attendees directly, rather than just having them observe from the sidelines. The idea is to engage their senses, emotions, and even their curiosity. Whether it’s a hands-on product demonstration, a virtual reality (VR) tour, or a pop-up sensory activation, experiential events leave a lasting impression because they allow people to experience something, rather than just hear about it.

In the context of an exhibition, experiential events can take many forms—think interactive tech displays, immersive brand experiences, or creative activities that let attendees engage with products and services in new ways. These experiences give attendees something they won’t forget, and ultimately, help exhibitors cut through the noise.

Why Experiential Events and Activations Are the Future of Exhibitions

So, why does this matter for exhibitors? Well, there are a few key reasons:

1. Memorable Moments: Let’s face it—conference halls can get overwhelming, with dozens (or hundreds) of booths all vying for attention. Exhibitors who offer something engaging and memorable, like an interactive experience, will naturally stand out. For example, imagine walking into an exhibition and seeing a VR station where you can explore a product’s features in a virtual environment. It’s far more exciting than just reading a brochure, right?
2. Engagement Overload: Traditionally, exhibitors have relied on presentations and handouts to get their message across. But in today’s world, that can be overwhelming. Experiential events shift the focus from passive consumption of information to active participation, meaning attendees are more likely to engage meaningfully with the brand.
3. It’s All About the Connection: Let’s not forget the emotional aspect. We remember the experiences that make us feel something—whether it’s fun, excitement, or curiosity. Exhibitors who create these emotional connections are more likely to be remembered, even after the conference has wrapped up.

Some Bold Examples of Experiential Exhibits

To give you an idea of what’s possible, here are some creative examples of how exhibitors can incorporate experiential elements into their booths:

• Immersive Technology: Exhibitors are turning to tech like VR and AR (augmented reality) to provide more immersive product experiences. Think of a real estate developer offering VR tours of properties still under construction, or a car manufacturer using AR to let attendees “test drive” a new model without even leaving the exhibition hall.
• Multisensory Experiences: This could be a stand with tactile, taste, or smell elements. For example, food and beverage exhibitors can offer live cooking demos with tastings, or a fragrance company could create a sensory zone where visitors experience different scents while learning about the product range.
• Live Demos and Workshops: What better way to engage attendees than to show your product in action? Live demos or short, hands-on workshops can draw in crowds and encourage people to linger at your booth while getting a better understanding of what you offer.
• Interactive Games: Adding a bit of gamification into your exhibit is always a win. Challenges, quizzes, or mini-games not only attract attendees but also keep them entertained and engaged while interacting with your brand.

Staff Are Part of the Experience, Too

It’s not just the flashy tech and immersive activations that make a difference—the people manning the booth are a huge part of the experience as well. In fact, approachable, knowledgeable staff are often the make-or-break factor in whether attendees will engage with your exhibit or simply pass by.

Here are a few things to keep in mind when it comes to booth staff:

• Approachability Is Key: No one wants to engage with someone who looks bored, unapproachable, or uninterested. Booth staff should be friendly, proactive, and genuinely interested in talking to attendees. This sets a positive tone and encourages interaction.
• Be Knowledgeable and Helpful: Your staff should know the products or services inside out. Attendees will often have specific questions, and the last thing you want is to leave them with the impression that your team isn’t up to speed. Having product experts on hand who can confidently answer questions and offer insights is essential.
• Uniforms and Branding: Having your booth staff in branded uniforms makes it easier for attendees to identify them, both at the booth and around the conference venue. Plus, a consistent and polished look across your team reinforces your brand identity. And let’s not forget the importance of recognisability—attendees might want to seek your staff out later in the day, and clear branding helps them spot your team from a distance.

So how can we integrate experiential events into our conferences?

1. Flexible Booth Spaces: Conference organisers and PCO’s can encourage experiential events by providing exhibitors with flexible booth spaces. This might include extra floor space for live demonstrations or interactive displays, or even providing electricity and Wi-Fi setups for tech-heavy exhibits.
2. Support for Experience Design: Offer exhibitors resources or workshops on how to design experiential elements for their booths. This can include anything from using interactive technology to leveraging creative brand storytelling techniques.  Your expo hire company should have ideas here so lean on them to upsell their creative services and custom builds.
3. Highlight Bold Exhibitors: Conferences could feature “most engaging exhibitor” awards or showcase the most innovative booths on social media, encouraging exhibitors to think outside the box and rewarding those who go the extra mile.
4. Theming Zones: Consider curating specific zones within the exhibition hall for experiential events, focusing on themes like sustainability, innovation, or wellness. This encourages exhibitors to align their experiential activations with a broader theme, creating a more cohesive experience for attendees.
5. Bringing in Local Flavours: Australian conferences have the unique opportunity to infuse local elements into experiential exhibitions. For instance, incorporating Indigenous culture or supporting sustainable, Australian-made products can create a more authentic, meaningful experience that resonates with both local and international attendees. 

By embracing experiential events, integrating them into conference exhibitions, and supporting exhibitors in making bold moves, organisers and PCO’s can create a dynamic environment that will leave attendees talking long after the event is over.