Walk the floor at a busy trade show, conference, or event, and information overload is a familiar sight. From graphics and signage, to interactive displays and product demos, to social media conversations, it is harder than ever to get your message to break through the clutter.
If your company or product story is going to stand out from all the distractions, it has to be compelling.
To draw the attention of trade show and event attendees, consider these 9 DOs and DON'Ts for creating a successful story.
2. DO: Connect With Your Audience
To begin building a successful story foundation, understand
answers to questions like: What are their titles? Are they
decision-makers/influencers? What are their care-abouts?
3. DON’T: Overlook Your Objectives
Incorporate
supplemental research
& input from key
stakeholders to create
a cohesive messaging
strategy that supports
your overall objectives.
4. DO: Make It Mean Something
Creativity for creativity's
sake won't achieve your
messaging goals. Make
sure your story is a good
one—relevant, powerful,
and compelling.
5. DON’T:
Forget to Maximize
Your Message Reach
76% of trade show
attendees have a pre-set
agenda of "must see
exhibits."
Integrate your message throughout
multiple pre-event marketing
channels to build story momentum!
6. DO: Keep It Simple
Make sure your key message is easy to follow.
A lengthy or complicated message can cause guests to lose focus.
7. DON’T: Underestimate the Power of
a Physical Journey
Look for ways guests can
have hands-on interactions
with your products or
solutions.
Experiencing an
"aha" moment
brings your
message to life in
a whole new way.
8. DO: “Edutain” Them!
Ensure your story has staying power—
integrate your product message with
an "edutaining" learning activity!
9. DON’T: Rely on Technology Alone
Your message
should be
supported—not
overshadowed—by
any cool new
technology you
use.
Use technology to enhance the story you're telling so your key takeaway
remains top of mind.
10. DO: Keep the Story Going
As you build your story, think about ways to leverage the
messaging you created for future campaigns.
From newsletters, emails, and talking points, to internal assets for training and
sales meetings, to post-event marketing and social media, tactics like these will
help create buzz, extend your reach, and add long-term value to your story.