Shobiz's Dive Into Exhibitions: Redefining Experiential Marketing
Shobiz, part of the Havas Group, has forayed into the exhibition business. In an interview published in Impact, Sameer Tobaccowala, Chief Executive Officer, Shobiz talks about what he hopes to achieve through the expansion, and more.
Talking about how the year 2023 was for Shobiz, and the kind of growth it has seen in the past year, Tobaccowala sounds positive. “It has been fabulous. The experiential industry has strongly rebounded, becoming a significant aspect of marketing. In recent surveys, approximately 21 per cent of the global marketing spends has shifted towards experiential initiatives. Despite the initial setback from Covid, the industry made a remarkable comeback in 2022, with 2023 being particularly fantastic. Shobiz experienced high double digit growth, surpassing even the peak in 2019. It has indeed been a stellar year for both the industry and Shobiz.”
Pointing out the strategic considerations that led Shobiz to diversify into the exhibition business, and the specific goals that the company aim to achieve through this expansion, he stressed upon the fact that exhibitions have always been a global platform for brands, and India has now gained prominence as a crucial country for showcasing global products. “Our agency has a history in the exhibition space since the mid-nineties, initially focusing on design and building for brands like Ford and MRF. However, the landscape has evolved significantly, leading us to invest more extensively in the growing exhibition business. The paradigm shift involves moving beyond traditional design to prioritizing engagement and storytelling. It’s not just about visually appealing stands, it’s also about immersive experiences that captivate audiences throughout the event.”
He added, “In this evolving landscape, audience engagement takes precedence. The focus has shifted to empowering audiences to choose their content, leveraging technologies like AR, VR, drones, touchscreens, and interactive elements. We bring our experiential event expertise into the exhibition space, emphasizing storytelling in brand presence. It’s not merely about design and build, but how the brand interacts, engages, and offers hands-on experiences with products during the event. This shift has ignited our excitement, prompting us to view exhibitions as more than just part of the event world and recruiting experienced professionals to enhance our capabilities.”
Emphasising on the unique services or offerings that Shobiz plans to introduce in the exhibition business, and the innovative approaches that will set it apart in the market, Tobaccowala highlighted that their unique service aims to empower brands to narrate compelling stories in the exhibition space, going beyond the initial wow factor. For instance, its work at auto shows in 2023 for Hyundai and BYD involved creating engaging spaces and leveraging technologies like AR and VR to convey brand messages effectively. “And experiential showcases could address that challenge wherein the audience could understand the safety features without actually driving the car. In various verticals, especially automotive, we focus on translating brand messages effectively in the exhibition space, with audiences in the hundreds of thousands. Our goal is to enhance engagement and encourage audiences to spend more time interacting with the product. This approach represents a significant extension of our four decades of event experience into the exhibition realm.”
In the rapidly changing landscape of experiential marketing, what strategies has Shobiz employed to stay ahead of the curve? Shobiz, a 42-year-old brand, navigated the challenges of Covid - 19 and has emerged stronger. “Our success is attributed to two core principles - retaining experienced staff, some for 25-27 years, and strategically bringing in new talent. During Covid, we retained our entire team, emphasising the importance of our people. Younger team members provide valuable insights into evolving preferences, such as social media. In the experiential and exhibition space, significant changes have occurred, with experiential getting a seat at the table. Shobiz now boasts 25 brand strategy professionals, highlighting our commitment to effective brand messaging in the life space”, stated Tobaccowala.
Adaptability is crucial, especially in the IT space where audience quality is paramount. He said, “We’ve adapted by focusing on specific criteria for conference attendees. Our adaptability, innovative approach, and commitment to client engagement have been vital. Working with esteemed clients like Unilever since 1974, HPE, VMware, SAP, Tata Group, and more, we’ve fostered enduring relationships. Regardless of project size, our commitment remains unwavering. We understand that client needs can evolve, and continuously pitch for events, ensuring our creativity, cost-effectiveness, and adaptability that align with their evolving requirements.”
How is Shobiz leveraging technological advancements, including digital and AI, to enhance the experience for clients and attendees? What role does this play in the agency’s overall strategy? To this, Tobaccowala explained, “During COVID, event companies shifted from physical shows to virtual events on laptops. Initially, clients relied on Zoom, but within three months, they sought more engaging virtual environments. Technology is now an essential expectation at events and exhibitions, challenging organizers to adapt and create interesting experiences. Attendees crave content choice and brand engagement on their terms. A survey found that within seven minutes of a keynote speech, 67 per cent shifted attention to their phones. Event apps with interactive elements, like trivia, address this, keeping attendees engaged. Technology is a powerful storytelling platform. Incorporating 3D through VR and showcasing models via drones enhances engagement. Yet, it’s not just about technology; content is equally crucial. While large LED displays offer a white canvas, compelling content is the key to captivating the audience.”
Shedding light on the notable projects that Shobiz has undertaken in the experiential marketing domain in the past year, and its top clients, he mentioned, “In exhibitions, we’ve managed stands for prominent brands like Hyundai and BYD at the Auto Expo, as well as Schneider at Elecrama. Our involvement in Lakme Fashion Week includes extensive projects such as handling the Unilever section at Nykaaland. While not covering the entire Nykaaland event, our role in the Unilever segment was substantial, showcasing significant projects in the exhibition space. On the event side, we’ve successfully executed large-scale events for Google, the recent OnePlus launch, and the OnePlus AI Music Festival in Bangalore featuring Ritviz. Handling around 800 to a thousand events annually, this offers a glimpse into the breadth and diversity of our work, without listing specific names at the moment.”
The latest buzz around Ayodhya is enticing for most brands. The natural question that crops up is that can the Ayodhya temple inauguration become a significant opportunity for brands in terms of experiential marketing advertising? “The Government of India is currently a prominent event creator in the country, occupying a significant space in this field. As a brand, it has embraced experiential marketing not just as a service but as a platform for various initiatives. Events like ‘Vibrant Gujarat’ and recent occurrences in Uttar Pradesh, such as the temple opening, exemplify this approach. Global investor conferences organized by different states, including a recent one in Tamil Nadu, emphasize the government’s recognition of experiential marketing’s importance in their strategic thinking. This acknowledgement reinforces the crucial role of exhibitions, experiences, and events in the marketing landscape, which we, as an agency, find particularly exciting”, concludes Tobaccowala.
