Conventions Are Event To Event

What I realized after attending two types of conventions are that aside from advertising their dates for the next convention a year later, there are other, sometimes smaller-scale conventions being held in between the two dates. While these conventions are larger in scale; the influence of these conventions extends far beyond the venue location that it is being held in.

You’re probably thinking, “Why are these other conventions here at this convention that I’m attending? It’s very likely that I’m not going to that smaller-scale convention.”

Of course, all the attendees at the convention come in all different types: what they are interested in, what they experience, and so on. In short, the convention has many different types of attendees, and you’re just one of them.

The main strategy behind these other conventions for having a spot at the venue is a simple, but powerful one: marketing.

To be specific, crossover marketing.

Let’s define crossover marketing.

“Crossover marketing, refers to a marketing strategy where two or more brands or entities collaborate to promote each other’s products, services, or events to their respective audiences.”

This expanded reach helps attract a diverse crowd to these conventions of similar interests, enriching the overall experience for attendees.

Advertising conventions at other shows allow organizers to tap into new audiences who may not be familiar with the event. For shows that have similar interests, such as pop culture, home shows, or business conferences (*If you can think it, there’s a convention for it somewhere. Another topic for another day*), those organizers can target audiences who are already interested and primed to appreciate what they have to offer. In this case, their targeted approach increases the likelihood of attracting attendees who are genuinely interested in the content and activities.

By having a table at the venue, they are visible to anybody and everybody who passes by their table. When these conventions are cross-promoting at different shows fosters a sense of community and synergy among those with similar interests and audiences. For those attendees who attend multiple conventions, they are very likely to appreciate the opportunity to discover new events and connect with like-minded people across similar interests. By connecting with these individuals, this sense of camaraderie enhances the overall convention experience and encourages attendees to explore new interests beyond the event they are attending.

The interesting thing about conventions are the diverse arrays of programming, including panels, workshops, screenings, live demonstrations, and other immersive experiences that are designed to involve the attendees to further enhance their convention experience. Other convention organizers that advertise at the show highlight the kind of content programming available at their show, enticing attendees with the promise of exciting and varied experiences.

The collaboration between convention organizers highlights creativity and innovation within the industry. The organizers that advertise at the show are given an opportunity to showcase their key attractions, sometimes they range from special appearances from a known individual who is relevant in the industry, to special attractions that can only be found at that advertising convention.

Having conventions advertising at other shows is an excellent example of cross marketing, and the most effective way to advertise to almost all the attendees inside the event venue. It is also a strategic collaboration between brands or entities that allows them to leverage each other's strengths, resources, and audiences to achieve common marketing objectives and drive mutual success.

These collaborations are a benefit to both the organizers and attendees by enhancing the overall convention experience. By expanding reach, leveraging similar interests, building synergy among similar interests, showcasing diverse content, encouraging collaboration, and enhancing the convention ecosystem, this crossover marketing strategy contributes to the continued growth and success of that convention.

So the next time you’re attending a convention, keep an eye out for tables that are advertising another convention—you just might discover your next convention that is right up your alley! 

"Conventions are like snowflakes, no two are ever alike."