It was clear that the ViVE organizers planned their event with attendees and vendors in mind. There were small touches, like always-available coffee and healthy snack options throughout the venue. Everyone was welcome to grab a swag bag and the Industry Event was open to all. Overall, ViVE 2022 felt like being at a user-group conference.
Here were 5 things that were done well from a marketing perspective.
- Turnkey Booths
ViVE offered exhibitors an option to go with a turnkey booth (customized with the company’s graphics) rather than shipping one of their own. The rental booths had a clean and modern look. Even though there were many similar shaped booths next to each other, it did not feel “cookie cutter”. Every exhibitor stood out.
I spoke with several exhibitors who confirmed that the cost of these turnkey booths was equal to or less than the cost of shipping and setting up their own booths. As an added bonus, exhibitors who chose turnkey booths were placed in the high traffic areas towards the front of the exhibit hall.
- Hair and Make-up Salon
There was a very unique sponsorship opportunity at ViVE 2022 – a hair and makeup salon. It featured six hair and makeup stations staffed with professionals that would help you look your best while at the conference. The salon was always busy, especially in the mornings when the exhibit hall first opened.
This was a big draw for many attendees, especially in the morning. CoverMyMeds was the sponsor at this year’s event.
- Vibrant Stage Backdrops
Every stage at ViVE 2022 featured a vibrant colorful backdrop – even the ones in the breakout rooms. This was a very smart move by the event organizers. Everyone likes to take photos of slides and speakers at conference. Some attendees, like me, love to share those photos on social media. Having their name emblazoned in bight colors on the backdrop ensured that their brand image would be in every photo.
- Art Installations
There were two companies that brought a touch of the arts to ViVE 2022.
First was Credo Health who held an evening event at The Bass – a local art museum. They commissioned a local artist to create a mural that highlighted the paper problem in healthcare that the company wants to solve.
Credo also had the artist create museum-like displays that showed typical items found in healthcare organizations that the company believes belong in the past, like paper medical records.
Finally, ViVE had an Art Café in the exhibit hall that featured large paintings of patient journeys from artists. The area featured small tables where you could eat lunch or have a meeting. It was sponsored by ResMed this year.
- Industry Night Celebration
On the final night of the conference, all attendees, exhibitors, and media were invited to a special “Industry Night” event. The event was held at a special outdoor venue on Miami’s famous South Beach and featured Wyclef Jean. Wyclef was masterful in whipping the crowd into a dancing frenzy.
Industry Night was well organized, and it certainly achieved that goal of being a memorable evening. That shared experience will be a anchor point for many of the business relationships that were formed during ViVE 2022.
Overall
This was the first ever ViVE conference. From a marketing perspective, I would say that it was well done overall. It remains to be seen if the conference will generate the sales that exhibitors were hoping for, but it certainly delivered on the brand experience.
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