Hands-on or bum-in-seat works best.

1. Blue Chip experiential conference & Events.
“Consumers who engage in a live brand experience are likely to tell 17 people”
Marketing experts can prove this through research.
Experiential marketing is becoming more important for any business looking to make the most of their
promotional and marketing budgets. In presentation terms, engaging the audience through two way
communications that bring brand and corporate personalities to life add value to the target audience.
Blue Chip Conference & Events provide a number of solutions to achieve this goal. Audience voting
keypads, quiz sessions, interviews, audience feedback, Q&A sessions and much more.
A common acronym used by marketing experts is AIDA. This describes the experiential process that
marketeers aim to take the audience through.
Awareness:
The attention or awareness of the audience.
This should start before the live event experience. Through pre-event communication, promotion,
research etc.
Interest:
Creating interest and assessing pre-event knowledge and expectation allows the event to have a
structured build up resulting in a more coordinated and impactful message. Anticipation of a useful and
well promoted event increases message awareness and reduces no-shows at the event.
Desire:
Creating in the target audience the desire to change or take on board the key messages being discussed.
Action:
The all important stage of any communication, to influence hearts and minds. Resulting in the audience
being motivated to actually make changes and take actions.
There is in fact a final letter which should be added to AIDA… ‘S’.
By creating Satisfaction the audience becomes a convert and is willing to listen and recommend to
others the shift in mindset that they have been through. This shift is in line with the emerging focus and
emphasis on word-of-mouth and personal recommendation.
By embracing the experiential concept and AIDA (S) as a core part of a corporate communications
strategy, the results, will literally speak for themselves!
Steve Lewis
Partner
Blue Chip
+44 (0)1908 647774
+44 (0)7785 773341
steve@b-chip.com
www.b-chip.com