Most conference exhibitors have a stand with panelling depicting the corporate logo, a few pretty pictures, TV screen and giveaways…pens, stress balls, playing cards etc… the problem is that all the corporate exhibitors do the same thing! Unless a customer knows what you do and who you are, all exhibitions tend to blend into the same ol same ol pot! Where is the innovation? Why spend thousands of pounds trying to connect with customers at a conference but then create no unique or memorable connection?

The task of getting greater connection has become even more difficult as Generation X and Millennials become decision makers for corporate companies…mainly because people from these generations demand an experience out of your marketing…they understand the rules of the game, they know you are selling to them, so if you are going to take up their time their attitiude is you had better entertain me!

I’m at the IFP conference today at the Celtic Manor Hotel in Wales where my colleague Graeme Codrington is presenting our Mind the Gap presentation on the different generations. Two companies stand out as exhibitors who are connecting with their customers. Investec Private Bank has a virtual golf simulator…clever because the Celtic Manor Hotel is the host of the 2010 Ryder Cup and because allowing conference delegates to come and swing a club enables them to make a lasting and memorable connection, the selling is left until later.

The Santander Group is leveraging off of their sponsorship of the McLaren F1 team. They have part of a life size F1 racing car replica which you get to sit in and race Lewis Hamilton…neat…staff crewing the stand are also dressing in F1 t-shirts creating a relaxed atmosphere.

No clues for which of the two stands out of about 50 or so at the IFP conference are getting the most interest and the most people connections!