Designing an Engaging Hosted Event at a Trade Show

Category: Event Management 

In previous years, the client had organized multiple events at various venues with the goal of attracting new leads and expressing gratitude to current clients during the Annual Employee Benefits Conference hosted by the International Foundation of Employee Benefit Plans. However, due to numerous companies hosting events simultaneously and the absence of a dedicated internal events team, the client struggled to achieve the desired level of engagement for their event.

To help our client distinguish themselves amidst a crowded field of competing events on the same night, Allura Media designed an event that was both exciting and engaging, aimed at drawing a large crowd. This event was held at the 69th Annual Employee Benefits Conference in Boston. Allura Media collaborated with the client to develop several event options, which were presented for internal review before ultimately deciding to host a brewery tour for participants.

Allura Media collaborated with the client to create a hosted brewery tour and scavenger hunt. The event included stops at Harpoon and Lord Hobo Breweries in the Seaport area, just a few blocks from the convention center and main hotels. The Allura team coordinated with the venues, organized food and beverage services, managed transportation, and arranged for a celebrity athlete appearance at the event.

Prior to the show, the client sent out an e-blast to clients and leads, resulting in an initial surge of sign-ups due to excitement surrounding the event concept. At the beginning of the show, an arcade-style basketball game branded for the client was set up at the booth, along with branded basketball stress balls and a signed Celtics jersey to further promote the event to attendees.

The event featured a scavenger hunt with questions about the breweries, the Boston area, and the client’s service offerings. Participants completed the hunt to enter a drawing for prizes, including a signed Celtics jersey, a Uni pizza oven, and other items. Brian Scalabrine, a former Celtics player and current announcer, attended the event, signing autographs and taking photos with guests before drawing tickets to determine the scavenger hunt prize winners. Additionally, all participants received a thank-you bag at the conclusion of the event, filled with client-branded merchandise, items from both breweries, and Boston-themed candy.

The event proved successful for the client, as it met their attendance goals and received positive feedback from attendees. It also generated new leads and strengthened client relationships. The arcade basketball game and promotional giveaways attracted additional foot traffic to the client’s booth. Moreover, the entire event stayed within the client’s budget forecast.