From information overload to enthusiastic ‘butts in seats’ #EprMC2

October 16, 2017

Let’s be honest. How many presentations have you sat through? Probably a lot. Now, how many do you actually remember so much so that you tell your friends and colleagues about them? Probably not a lot.

From conferences to educational seminars, dedicated connected expos to mobility briefings, and electric and smart car expos (not to mention the industry summits), it seems there’s an event happening every week. At these events, company executives and marketing teams fight over the available speaking and exhibiting opportunities to market their brand and explain their technologies.

Months spent on future forecasting and product specs—and what is their go-to method of choice for data delivery? Presentations, panel discussions, reports, white papers, charts, graphics and corporate brochures, among other data-heavy deliverables.

If you want the company’s most important stakeholders to understand and act on that information, especially potential customers, investors and media representatives, there’s a need for something above and beyond these traditional presentation delivery approaches.

Enter the experiential event or ride and drive—an effective solution to this information overload.

If the goal is impact, while data deliverables convey crucial information, they are not as powerful as the impression that’s given by placing stakeholders in the driver’s or passenger’s seat.

Ride-and-drive events provide technology companies with several key advantages that can complement the routine presentation delivery methods:

  • They are experiential. Many emerging technologies are completely new concepts and ride and drives offer a better way to educate crucial publics.
  • They are active. Instead of being passive listeners or readers, those stakeholders are participants in the ride-and-drive demonstration whether they are driving the car or riding in the backseat.
  • They hold attention. You don’t often encounter someone getting up and leaving in the middle of a ride-and-drive event. Participants pay attention to what is going on because they are a part of it and their senses are engaged.
  • They are distinctive. Experiential demonstrations set companies apart from the other companies that stick to traditional presentation formats and trade show exhibits.
  • They are memorable. You may forget the data’s details, but the sensation of hoping the autonomous car you’re in recognizes the oncoming barrier before it crashes is something that’s hard to forget.
  • They are informative. A more in-depth conversation explaining the technology can be given by a product specialist either in the car while the demonstration is taking place or during a discussion before or after the test drive; and data deliverables can be shown for reference.
  • They generate buzz. If you put a media representative in these cars, they will likely write about it and share it on their social accounts, too. (For it’s not every day they get an up-close-and-personal look at the products they cover in action.)

Our team has a deep background in planning and executing experiential events to help clients stand out from their competitors. In fact, we offer everything a client needs to optimize their participation at third-party or owned events. Messaging, planning, coaching, securing vehicles, identifying venues, media relations and on-site assistance and more.

With our mobility and connectivity focus, Eisbrenner PR is leading the industry in creating innovative opportunities for our clients to stand out in this increasingly crowded space.

Contact us to see how we can plan your unique industry event strategy.



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