Monday, June 02, 2008

12 Touchpoints to Move Your Convention Branding Forward...Fast

With the ever-increasing competition – and expense – of convention marketing, all brand teams are looking for new and different ways to maximize their efforts.

Nearly five years ago, I developed a strategic media approach to conventions designed to help brand communication managers stimluate interest, create a meaningful experience, and the extend the brand message after the meeting.

Here are the 12 touchpoints of my CONVENTION CATALYST approach:

1. Pre-Meeting mail
2. e-media
- event registration
- booth visit appointment
3. Onboard Airplane
- In-flight magazine ad
- In-flight TV commercial
- SkyRadio interview
4. Airport
- airport terminal billboards
- limo driver welcome signage
- baggage claim easels
5. Transportation
- airport to hotel shuttles
- hotel to convention buses
- bus head rest covers
- bus wrap
- shuttle schedule signage
6. Hotel Lobby
- entry display
- coasters in lobby
- signage in elevators
7. Hotel Room
- TV channel menu
- room key
- newspaper wrap
- door drop
8. Convention Center
- outdoor banners
- indoor banners
- registration bag
- segway promotions
- live marketing outside
9. Booth
- uniform shirts with logo
- branded name tag lanyards
- paper cup
10. Corporate Event
- Presenters from outside experts
11. Social Event
- CD release
- co-sponsored by entertainment or related brand
12. Follow-up
- post-meeting mailer
- letter from specific booth contact
- e-media appointment

If you would be interested in learning more about how apply this and other INNOVATION tools to your efforts, I'd love to hear from you. Sign up for our complimentary “Accelerate” e-newsletter by visiting

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