• Miranda Virgona

Autumn in Melbourne...Expo Season, Fan Season ;)

Updated: Oct 30, 2019

We have been lucky enough over the last month or so to get out of the office and hit the road to check out a few of the great events our fabulous city of Melbourne plays host to. It's always great to take a moment to check out what brands are doing when it comes to engaging with their fans.

First was the Melbourne International Flower and Garden Show. The largest of its kind in the country, I wasn't sure what to expect as anyone who knows me knows I'm no green thumb, but we were pleasantly surprised to see plenty of brands investing in not only creating a great 'space' but must importantly implementing tactics to really ENGAGE with their fans.

@Scotts Australia did this really well with their Free Terrarium Workshops. A great way to educate their target market but also get them interacting with their product in a tactile way. As a bonus everyone got to take their Terrariums home with them, a beautiful reminder of their brand experience with Scotts.

Next up was the AAAA Expo and all I can say is wow.....after going to this expo a few years back it was awesome to see the improvement in layout but most importantly the effort brands had gone to, to WOW their fans. It was clear that some serious investments had been made but when you consider the opportunity to impress thousands of suppliers, wholesalers and end users all under the one roof, it's an opportunity not to be missed. Special mention to Ryco for their 'light up' car concept and to ACM Parts for quite literally cutting a car in half! Let's not forget Century Batteries who celebrated 90 years in business with one very cool car build!

You only have one chance to grab the attention of your fans at shows like these. Thinking outside of the box and making a statement is a great start, but don't miss out on the opportunity to keep the conversation going after the event via a planned and custom communication plan.

Let's not forget the power of social media when it comes to increasing your expo reach and brand impressions, it's a great, low cost tool to make sure you share the love with all of your fans who couldn't make it.

Don't put a full stop on the end of your event, continue the fan journey, nurture them and watch the results grow.

Til next time!

Bec Burns

Director - ACTIV Brand Management / 0422 050 520

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