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SELF PROMOTION

How B2B brands can capture the selfie moment?

It’s estimated there are now several million selfie’s posted daily. Far from being a Kardashian obsession, wander any messe hosting an industrial trade-show and you’ll see legions of businessmen and women taking selfies – subtly boasting jet-set credentials by framing their travels and massaging their online persona against the backdrop of an exhibitor’s booth.

So, what should B2B brands do to harness these moments of playful narcissism?

First off the selfie is a perfect opportunity for B2B companies to reveal a more authentic side to their brand. The often jovial nature of a selfie humanises the B2B brand and amplifies online presence.

If you’re an exhibitor at a trade show there are 5 things your booth design should embrace to create the ideal branded backdrop for the selfie moment.

  1. Sure, as an exhibitor you know which city the trade show is in. The person taking the selfie knows. But when the photo goes up on Facebook, Twitter, Snapchat or Instagram timeline, it’s not necessarily obvious to their online followers. Blazon a high profile corner of the booth with your brand, the city and date; eg. Company logo with the tagline, Barcelona 2017. 
  2. Hero products or dramatic architectural features should be placed in high traffic zones with ample space for framing the selfie moment. 
  3. Place printed instructions around the booth showing the optimum angles to capture a dramatic shot or live stream of the booth, hero products and branded features.
  4. When taking a selfie often the person holds their smartphone above them with camera looking down on their face. This reduces the effect of a double chin that the more well-fed visitor might want to mask. Consider secondary branding placed at lower angles; eg maybe on the base plinth displaying a product
  5. Consider zones that are uniquely designed and propped for selfies. Have friendly hosts who will take the shot for the visitor. It could be getting your photo taken with a famous sports personality that your brand perhaps sponsors. Or create a life-size, fake trade magazine cover that the visitor can walk in front of and appear to be featured in. Generating fun, humorous experiences is the name of the game with selfies.

Trade shows are a fantastic opportunity to amplify B2B brands through social channels. They can create a warm, human side to an industrial or techy business.

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