In Chapter 3 of Steve Randazzo’s bestselling book Brand Experiences: Building Connections in a Digitally Cluttered World, he continues his exploration of how brands can stand out in today’s oversaturated marketplace. “Provide a Professional Field Trip” focuses on creating immersive experiences that engage the audience’s senses, allowing them to see, hear, and feel what your brand is about. Invite them on a journey that educates, entertains, and connects.
Why a Field Trip?
We all went on field trips as kids. They were special, unique events that also provided opportunities for learning. Why can’t we have professional field trips that bring the same feeling to us now? Brand experiences can do this for your audience. Instead of telling people about your brand, you show them.
Transport the audience somewhere new. Give them access to memorable and exclusive moments. When done right, a professional field trip can cut through the noise and turn brand messaging into something more personal.
Plan Like a Pro
A B2B roadshow requires precise logistics. These professional field trips must be planned with purpose. Start by deciding what attendees should take away from the event. Then build every element, from the footprint to the flow of the event and the technology, to reinforce that goal. Brand ambassadors and other staff are there to bring the energy, information, and professionalism that elevate the experience.
Every detail matters. Every touchpoint is intentional. With precise logistics and planning, your professional field trip will be unforgettable.
Bring Your Audience Into Your World
Whether it’s a multi-day on-site experience, a traveling pop-up, or an immersive virtual tour, the environment should reflect the brand. The setting is part of the story. Think through the audience journey from start to finish. Each stage is an opportunity for storytelling and relationship building with your audience.
Capture and Extend the Story
The field trip isn’t over when the guests walk out the door. Never underestimate the importance of capturing content, even for B2B experiences. This includes encouraging user-generated content from attendees. Keep the conversation and connection alive all the way through the follow-up. This is just the first step in the journey.
Providing a professional field trip is an excellent way to create hands-on experiences for the key decision-makers you’re targeting. It’s not necessarily about flashy production. It’s about establishing a meaningful connection with your audience.If you’d like to dive deeper into this topic, now is a great time to get in touch with us, and read Steve’s bestselling book Brand Experiences: Building Connections in a Digitally Cluttered World.
