While most of us are still recovering from the adverse effects on our businesses and brands, due to the COVID-19 Pandemic, The UAE expo 2020 has emerged as a ray of hope for us. Being blessed by such an opportunity, how do you determine if your brand is ready yet?
With an expected footfall of 25 million people, from across the globe, The UAE expo is all set to welcome you to the ocean filled with abundant growth opportunities for your brand. Now it’s time for your brand to gear up for the dive and prepare in full swing.
Preparation is the key!
The clock is ticking, and the countdown has already begun!
Planning and preparing paves a concrete pathway towards the success of anything. Planning for such an event, does not end with the hotel bookings and securing your booth, it BEGINS right there. With proper strategy and plans in place, your brand can secure the spotlight and get the best out of the UAE expo 2020.
Is your Brand strategy in place yet?
The UAE Expo is a perfect opportunity for every business or a brand to re-analyse its Brand Strategy. Whether you are thinking of launching a new product, or curating a new service, it is extremely crucial for your brand, a well executed brand strategy can help you secure the spotlight at the UAE Expo 2020.
While trade shows and expos can be a challenging space for brands, they also provide a space for immense growth and development at the same time. Crafting engagement led experiences which deliver the authenticity of the brand can help build stronger consumer relationships.
A brand strategy also consists of a Brand experience which not only highlights the product or a service, rather it focuses on communicating the brand story woven with the nuances of serving the consumer. While the tangible aspects always seem to steal the show, it is also significant to focus on the intangible aspects, like the brand promise of assurance and quality, smooth communication, and consumer support. A well planned brand strategy serves you with an opportunity to focus on the intangible and deliver an experience which evokes a sense of reliability for the consumer.
A brand strategy involves telling a story consistently across all platforms yet uniquely tailored for each platform. Conveying a story involves putting your core competencies & Values into a consistent brand identity which uniquely associates with your brand. Effective communication of the visual identity of the brand, derived and developed from the brand colour palette, can help develop and create an associative image in the consumer’s mind, which in turn compliments the loyalty of the consumer to the brand.
Update your Brand Guidelines
The UAE Expo 2020 is all set to provide you with a stage to showcase the ultimate potential of your brand, you possibly cannot afford to go wrong. Brand guidelines consist of a toolkit which ensures a consistent brand identity, through various communication channels and delivers information about what the brand actually does. Whether it’s your packaging design, or landing pages for your website, or even your social media campaigns, an effective brand communication crafted surrounding your participation in the UAE Expo 2020 can help you create a rather relatable brand image for your consumers.
UAE Expo 2020 is an opportunity for you to uniquely craft an experience which tailors your Brand identity with brand guidelines and bridge the communication gap between the consumer and the brand. Detail out information in various forms like product brochures, Activation creatives, Newsletters, and advertisements to announce your presence at the Expo 2020.
Crafting a unique Communication strategy
Communication plays a very important role in generating awareness amongst your consumer base. While we are living in the Digital era, we are blessed with numerous platforms to establish an effective communication channel with our potential audiences. This also comes with a challenge of identifying the uniqueness of every platform and tailoring your strategies around the same.
This is where you answer all the questions for yourself, and for your audience. Focus on all the preparatory hype that your brand could create about your presence at the UAE expo 2020.
Develop a Social media campaign in order to spread awareness about your presence at the UAE Expo 2020. Every brand is unique in its own ways. There are a set of Brand values which define the roots of the brand. It’s a unique opportunity for your brand to re-communicate its potential, by deep diving into the brand story and pulling out content which conveys the most relevant information about the brand. With exercising regular social media engagement, one can also look at expanding horizons, in terms of the content that needs to be circulated. Remember the underlying focus of the campaign is to “tell people” about your presence at the expo, and Social media can result into being an extremely effective tool if your Engagement plan is right in place.
Focus on generating content around the information related to the UAE expo 2020, this can result in increased traction for your social handles, and help you gain a better reach. You can also focus on Email marketing, reach out to your existing customer base via email, it is completely free of cost and you might just end up making a sale. LinkedIN is emerging as another effective platform for brands to connect with their audiences, many brands are already out there communicating to their audience about the UAE Expo 2020. Look at how Swatch has started with a Video marketing strategy which highlights their new product and uniquely announces their participation at Expo 2020.
Your communication strategy should focus on nurturing your existing consumer base and at the same time also focus on generating more leads by creating and curating engaging content across various communication channels out there.
The time is NOW!
That new product or a service that you’ve been waiting to launch for so long, and 2020 just brushed away all our plans just like that! Well, no more, especially when we have learnt to survive amidst a Pandemic. The UAE Expo 2020 has swooped in like a superhero and has provided us with a pool of limitless opportunities, it’s time we revisit our plans and deliver even better products/services for our audiences.
Trade shows are the best places to launch new products and services, as it provides you with an opportunity to connect with a vast variety of audiences. It’s time for you to look at developing a branding strategy around your new product or service, and create an effective visual language which communicates all the relevant information about your product or service.
Once you have the right Branding in place, it is time to plan your launch and create a hype around the same. Feature content which helps you create a build-up around your product/service, this will get your targeted buyer groups excited to meet you at the UAE Expo 2020.
Create an unforgettable experience for your visitor!
Once you are past the pre-planning stage, and you have got your marketing tools in place, it is time to also plan your presence at the UAE Expo 2020 . Now when you have secured the booth, and marketed your presence in the most effective ways, it is significant that your setup speaks your Brand Language out loud.
It is an opportunity for your brand to engage with potential leads and tell your brand story in the most interactive manner. Design your booth in a way that it complements the visual language of your brand, which means choosing the right colors, and décor products. You can also look at Video marketing and create motion graphics targeting the product/service you want to showcase. Make usage of print marketing by investing in designing a brand catalogue for your audiences, and keep it handy at your booth. To generate better one on one engagements, you brand can focus on activations by curating contests and planning giveaways. Product demonstrations can also prove to be extremely effective as it provides your audience with a first-hand interaction with your product.
Get Set Go!
Now, when we have our communication tools and right brand strategies in place. It is time for us to take action and make the most of this opportunity that has been handed to us. You cannot afford to lose out on such a vast opportunity of growth for your brand. It is the best time for you to begin with crafting a plan of action and deliver an outstanding performance at the Expo2020.
Have something in mind? Let us take over and we will make sure your brand stands out at the Dubai Expo 2020! From brand consultancy to crafting the most effective Digital Marketing strategies, we’ve got you covered. We curate brand experiences like never before. Get in touch with Vowels, and get your planning and execution sorted right here!