Where does Intel’s Events Program Manager find inspiration? For Victor Torregroza, the world is full of experiential marketing-but not where you might expect it. Victor shares how he finds creative innovative ideas in nature, in open markets, at museums, and even in restaurants. If you have ever wondered how a company like Intel plans, delivers, and measures and delights at their exhibits, this episode has the inside story and more!
Avoid FOMO (fear of missing out) and make sure to listen all the way to the end for a first-hand account of what one of the biggest exhibitors at CES 2018 did to meet the challenge of total darkness during the black out at the show. Discover how you can take attendee experience to a new level from an 8 x 10 to large exhibits.
One of the first things, I learned in the exhibit industry…is volume and scale. You are buying that entire volume of space for your brand, for your strategy, to delight people and to really own that space. Victor Torregroza, Intel
Intel has 12,000 square feet at CES in Las Vegas. Below are images of the exhibits discussed in the interview.
- Stay human with conversations. One of the things people can forget is to maintain eye contact. Attendees traveled far and wide to be at the show, stay present when speaking with them.
- Ask leading questions that will start a conversation. “What are you hoping to get out of the show?” or “What is your manager hoping you will bring back from the show?” or “What solution will help you the most to win against your competition?”
- Listen first before telling your story. Before sharing any marketing messages, find out matters most to the attendee.
- Pause before expressing a solution. One of the most important aspects of listening and asking questions is pausing before offering a solution to the attendee’s pain point.
- Demonstrate empathy to the attendee during the conversation. Almost all attendees traveled to arrive at the event and left their personal lives behind. Showing that you appreciate the effort made to learn information and a desire to connect on a personal level will go a long way to fostering positive attendee responses.
Victor shares not only a unique way of experiencing the world, he also gives a detailed account of what it was like to experience total darkness at the brightest trade show-CES 2018. Be sure to listen and find out what Intel did to help attendees and their staff during one of the most memorable experiences on the trade show floor.
Victor’s Favorite Resources:
Epicurious a website with over 33,000 recipes and inspirational ideas.
Nature-Go outside and see what is around you.
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