The premier events for the attractions industry are taking place over the next few months. IAAPA Expo Europe takes place in Vienna, Austria next week followed by IAAPA Expo in Orlando, US in November. These conferences and exhibitions bring together attractions operators from all over the world and the industry’s leading technology and service providers to introduce new projects and offerings.
For marketers – like in many sectors and industries – shows like IAAPA are important markers in the calendar where they have the opportunity to make a splash. But in order to do that, marketers also need to make sure they’re planning ahead to overcome the specific challenges faced in the themed attractions or location-based entertainment space.
So the question is, how do you best take advantage of this year’s IAAPA shows?
The key thing to remember is knowing your audience and market positioning. The experience generation has changed consumer expectations and increased customer demand. There are now more IP-driven VR facilities, branded activations, immersive entertainment and f&b experiences than there’s ever been. So, with a much louder market landscape, it’s more important than ever to make sure your marketing messaging and positioning are as strong as it needs to be.
Working with high-profile (and therefore tight-lipped) clients on projects is another challenges that marketing teams in this space have to always bear in mind. Oftentimes, partnerships can’t be spoken about publicly, even after the fact, so you need to find a new approach. This is where marketers should instead focus on sharing their teams’ expertise with the wider industry through editorial opportunities and producing thought-leadership content.
Whatever your most pressing marketing challenge, planning is something that often gets overlooked. We’re asked all the time how to connect with customers and decision-makers. And the truth is, there’s not one single answer that will bring you the outcome you need. Instead, you need to spend time planning out your desired outcomes and putting in place a customized strategy that’s going to work for you.
The lorries have collated these – and plenty more tips – into an ebook all about marketing in the location-based entertainment space, which you can read here. [Link]
And to find out more about the work we’ve done with clients in this sector, take a look at some of the below case studies.
If you’re a technology or service provider looking to take advantage of your show comm, need help positioning your marketing in the right way, or want to engage with industry influencers who will help you tell your story, get in touch. Our team of experts in the entertainment industry can help.
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