"While most stalls rely solely on pull strategy, we were a mix of both pull & push." - Vidhi Nayar

Business Events | October 27, 2015 | News

It’s estimated that Nasscom Product Conclave’ 15 held on Oct 13-15 at The Vivanta By Taj, Yeshwantpur had a footfall of over 2000+ audience that mainly included established corporates and the start-ups of Bengaluru.

We got an opportunity to speak to a web product and technology company, Directi, that exhibited at the Conclave to promote its newly launched enterprises chat app – ‘FLOCK’.  The company managed to create a massive buzz with its slick and clutter-free interface across platforms.

Here’s what Vidhi Nayar, Marketing Head, FLOCK & RINGO (Group companies of Directi) has to share on how to stand out from the crowd while exhibiting at such platforms. Edited excerpts mentioned below:

What were the stall dimensions and what was the concept behind the creation of this stall?

As one of the Gold Sponsors at this event, we were allotted a 2m x 1m booth. We made the most efficient use of this space by positioning it primarily as a base station for our brand visibility. With a bright green booth, in tandem to our product logo, and a host of all our marketing collateral, we made sure we were impossible to miss.

However, our larger purpose of networking with the attendees and engaging them in conversations around the product was never restricted to the assigned booth space. While most creatively done stalls rely solely on pull strategy, we were a mix of both pull and push.

What element of audience attraction / interaction were integrated in the stall concept?

The booth was designed to deliver a clear message about the product and its identity of being an efficiency enhancement solution - hence our tagline – ‘Get Work Done. Faster’ was bold and easy to read even from a distance.

We ensured we communicated information on the most important product features, as well as everything one could need for a detailed understanding of the product - A well-made product brochure, laptops and mobiles with every team member to run live demos, a 42-inch screen to play a simple to understand product video.

To create a strong brand presence at the Conclave, we colour coordinated our stall and even our t-shirts in bright green to stand apart from the crowd.

At the stall, visitors were engaged in personalized conversations and not typical run-of-the-mill generic sales pitches.  Discussions over use-cases of Flock in their respective function, live product demos, and our personal experiences with the product dominated these conversations.

Typically, for all companies, an event marketing strategy usually includes a give-away for booth visitors that serve as a reminder of your brand and interaction. And more often than not, a single item of high utility is the most preferred choice.

We felt, that we could approach this practice differently without compromising on relevancy to our product and the company.  We finally decided, that for an app that essentially brings teams together by making communication seamless, it would be apt to give away Flock Goodie Bags - with something in it for every member in a team. Our bags were loaded with interesting and quirky items including sling bags, t-shirts, coasters, pens and tons of laptop stickers. With every second person at the conference carrying Flock goodies, these bags served as an excellent promotional tool and made our brand visible throughout the conference. 

In addition, we further brought along electric balance scooters, a prop that’s geeky and fun, just like Flock. With our team riding across the conference on these uber cool wheels, we managed to generate a lot of buzz and initiate conversations with curious and clearly impressed onlookers.

What were the end results, when it comes to total number of visits / leads / sales?

The Nasscom Product Conclave was attended by over 2000+ people - a large portion of the Bengaluru startup community, as well as leaders and executives from some of the most reputable firms in the market today.

We had attendees coming to us specially to say how energetic our team was and that they wanted to see why we were the talk of the town. Our enriching conversations with visitors, bright green colour booth and T-shirts, goody bags and electric scooters were being talked about not just at the event, but also on social media!

Our booth was flooded with visitors at all times, and we managed to collect leads of close to 60% of the attendees. This alone speaks volumes about our participation!

Vidhi Nayar, Marketing Head, FLOCK & RINGO (Group companies of Directi) on the brand's participation at the recently concluded Nasscom Product Conclave’ 15.

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