EMC was recently tapped to manage Out of Home tradeshow conference sponsorship opportunities for a key event in the dermatology sector – the American Academy of Dermatology (AAD). This prestigious gathering was held in San Diego, bringing together experts and professionals from across the globe.
Our seasoned tradeshow marketing team was integral in planning and executing unique Out of Home promotional opportunities that maximized exposure for exhibitors and helped drive non-dues revenue for the AAD. Conferences like AAD provide an invaluable stage for organizations to engage with their members, which often span local, national, and international regions, more effectively and efficiently.
At EMC, we meticulously curated a portfolio of engaging touchpoints throughout the event, from strategic airport advertising to dynamic street-level displays in the Gaslamp District. We utilized a mix of digital and static mobile billboards, along with strategically placed kiosks and streetlamp banners, to ensure consistent brand visibility from the moment attendees arrived in San Diego to their last interaction at the conference.
Creative Solutions for Aveeno at AAD
While much conference planning is done months in advance, sometimes unforeseen factors lead to exhibitors looking for last-minute opportunities. That was the case when Aveeno came to us just a few weeks before the conference. With most media options sold out, EMC had to think creatively and quickly and work closely with the AAD team, negotiate with space providers and source all vehicles and materials to provide Aveeno with a sponsorship that could effectively target attendees.
Our solution was an experiential activation that allowed Aveeno to engage directly with attendees in a friendly and personal way. Aveeno introduced their oat-based skincare line with a unique offering: complimentary oat milk coffees served from a branded vintage Airstream café. Positioned conveniently outside the San Diego conference center, this setup provided a refreshing break for attendees and functioned as an engaging networking hub.
With any experiential activation, it’s important to have plans A, B, C, and D to deal with any unanticipated logistical issues. But when you arrive on-site to find a construction team working with jackhammers just yards away, you need a smart, experienced, professional team that can think on its feet and negotiate a solution. Which is just what EMC did.
Despite the logistical challenges and the compressed three-week timeline, EMC delivered a seamless activation experience, negotiating around unforeseen construction to ensure uninterrupted engagement.
In this context, events like AAD can benefit immensely by partnering with us by adding new Out of Home tradeshow sponsorship opportunities, keeping exhibitors engaged, and generating additional revenue streams with minimal effort. Such partnerships maximize the reach of the committed exhibitors present and enrich their experience, making each interaction more impactful.
This approach underlines the commitment and interest of the attendees, making them an invaluable audience to connect with at such events. To understand more about the potential of sponsorship opportunities within trade shows, refer to our comprehensive study, which examines exhibitors and their attitudes toward sponsorships.
Our comprehensive strategy at AAD ensured that advertisers could efficiently allocate their budgets across multiple media formats. This approach not only created a widespread reach across the entire conference landscape but also maximized ad spend, enhancing the overall conference experience.
Here at EMC, we are passionate about the potential of creative marketing to enrich the tradeshow experience. If you’re curious about how we can help your organization make a lasting impact with Out of Home tradeshow sponsorships, don’t hesitate to contact us to learn more about our services.