Getting your Exhibit to Speak to your customers

Marketing & Communications

Tip #1: Reference and expand on your company’s brand messages in your exhibit through a variety of media for a cumulative, positive impact on your target customers.

Content can prove to be the most challenging piece of the trade show puzzle. But key steps can ensure your content is consistent with your company’s brand while improving trade show effectiveness. Tapping into creative agencies can also dramatically increase relevant, on-strategy messaging with robust content.

Exhibits & Experiences 

Tip #2: Think content, not carpentry. Be about the “story,” not the “structure.”

Tip #3: Think activity, not architecture. Focus on enabling attendees to fully engage with your brand story. Drive active engagement, not passive information consumption.

For industry professionals accustomed to simply providing graphic support to trade show programs, developing immersive, experiential content to drive an attendee’s experience can be a challenge. However, by focusing on storytelling and multiple touch points, you can turn visitors into evangelists for your brand.

Exhibits & Experiences

Tip #4: Exhibits and events are opportunities for visitors to experience something they can’t experience anywhere else, so it’s your obligation to deliver these experiences.

Tip #5: Remember synesthetic thinking — an awareness one type of stimulation can evoke the sensation of another, and thinking joins objects such as letters, shapes, numbers or people’s names with a sensory perception such as smell, color or flavor.

Tip #6: Give your visitors all the dots they need to understand your story —but let them connect the dots.

Combining sensory technology with vivid storytelling can provide an unforgettable impression of your brand. However, developing a successful sensory experience isn’t easy. How do you introduce sensory stimulation effectively into your face-to-face engagements? And why should you do it?

Exhibits & Experiences

Tip #7: Consider your business goals and objectives as well as the attributes of your exhibit partner before basing your decision solely on design.

Although design and creativity are very important when choosing your trade show partner, most people don’t realize the choice is also very subjective. How do you find the right match?

Corporate Events

Tip #8: Understanding the demographics and the psychographics of your audience lets you make meaningful connections.

Tip #9: Keep in mind that your audience attends events to learn, to network and to experience.

Your sales, marketing and brand teams turn to you for expert advice on how to use events effectively. Consequently, you must know how to align events with your brand, understand objectives and audience profiles, and be able to identify the tools you’ll need to guarantee success.

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