With authenticity being the core focus of any brand (though many do not apply), doesn’t it make sense that the way in which these brands connect with consumers and potential partners also be genuine? If you’re reading this blog, chances are you’ve been to your fair share of trade shows. Large venues with booths stacked upon one another and harsh fluorescent lighting above. It’s not exactly the ideal setting for having an intimate conversation with someone. Sure, you may make lunch or dinner plans with a prospect, but getting in the door as quickly as you can is still your best bet. Also, getting consumers to try out your product might be pretty hard if you make surf boards, tents, or anything that requires lots of space. This is where Uneri , the cause marketing agency behind recent experience and connection based “ Outpost ” which the company simply describes as a “community.” The Outpost is centered around commerce and community. Where true connections are made between buyer and seller. The Outpost cuts the megalithic trade show model down to its core, forgoing participant quantity for intimate participant quality. The Outposts goal is to create real experiences with products and services and foster real relationships with key buyers, distributors and influencers. We're headed back to the olden days at The Outpost where commerce and community flourish. At the inaugural event, outdoor brands such as Lem’s Shoes, Goal Zero, Woodchuck USA, Igloo Coolers, and SO MANY MORE participated and mingled with attendees. There were interactive surfing demonstrations, kayaking, musical performances, and free use of the products showcased. Even Dudley, Head of Marketing at Rumpl (a participating brand) told PSFK “As a young brand, Rumpl was seeking more chances to interact with other like-minded individuals from up-and-coming as well as established brands.” He continued, “It removed all the red tape from the experience, and let me get to the heart of the matter – showcasing my blankets outdoors in exactly the way they were meant to be experienced. People got cold at night, grabbed blankets and watched a music performance as part of their starry night experience.” Whether this type of “trade show” is going to take over the traditional, we’re not yet sure, however it’s important to note the change in buying behaviours - especially Millennials - and how this new style of exhibition might be beneficial to the industry.