In this era of social media marketing, it has become imperative for any business to step ahead in reaching out to target audience on their preferred mediums. While the importance of digital marketing has been proved time and again, conventional means of marketing like trade shows and exhibitions cannot be ignored.
Western Digital, the storage industry pioneer which provides cost-effective solutions for the collection, management, protection and use of digital information took an integrated digital marketing approach at Secutech India safety/security exhibition being organised in Pragati Maidan, New Delhi. The Brand incorporated the theme color for their range of surveillance hard drives – WD Purple on the collaterals for the exhibition but to the visitors surprise Western Digital went all out to engage with them in a very creative and innovative manner. Activities organized created a great amount of buzz about the brand in the exhibition arena and also served the objective of spreading awareness about their range of products.
Online – Offline Integrated Activities
A Selfie Booth was designed keeping in view the WD Purple Theme with props like Purple Cap, Style Sunglasses. The visitor can click selfie images with these props and print them on a nicely crafted purple template at the same time the image can also shared on Facebook and Twitter. This activity acted as a catalyst to increase footfalls at the WD Exhibition area. The Brand moved on to the next level of engagement with the QR Code Hunt Activity wherein visitors have to scan QR codes in 60 seconds to win an exclusive WD Purple t-shirt. The QR Codes in this activity contained information about Western Digital Products pushing them a step further in the AIDA Cycle.
Integrated Digital Marketing Approach for B2B
With this integrated approach, Western Digital managed to channelize the buzz created offline to social media riding on the bandwagon effect of Selfie Fever across the globe. The QR Code Activity served multiple purposes of inciting curiosity and spreading awareness. As a result, Western Digital became the cynosure of all the eyes at the Secutech Event.
The need of the hour for any brand is to break through the clutter of conventional norms and come out with simple yet innovative ways of interacting with their stakeholders. Not many brands think of delivering an impeccable experience to the visitors at a B2B Exhibition booth, they would either focus on glorifying their product or go all out in creating a gigantic structure to grab the eyeballs.
Western Digital’s approach incorporated the best of both the school of thoughts, the integration with social media was the icing on the cake. This would definitely have an everlasting impact on the Brand’s conquest to capture the attention of their target audience socially.