Experiential Marketing: Thinking Outside the Box

I was at the Interior Design Show today and was impressed by the size and scope of the event. Kitchen cabinet companies, tile experts, gas fireplace designers, and top designers like Brian Gluckstein and Sarah Richardson. One exhibitor that seemed out of place: Yellow Pages. Now why would a company like Yellow Pages, a physical and now online search engine want to pay $20/foot for booth space at a design show? The answer: to interact with an audience undergoing change in their lives where searching for trades, ideas, information is common.

Whether it's redoing a kitchen or getting married (Yellow Pages shows up at wedding shows too), yellowpages.ca wants to interact with people when they are in change mode because that's when they are most likely to use a search function. By experiencing the yellow pages search brand in the context of and inextricably linked to the show, attendees are more likely to think Yellow before Google the next time they search.


Keywords: Booth space, experiential marketing, brand awareness