Companies that offer custom trade show exhibits in a face-to-face marketing environment understand the value of relationships, recognizing that relationships built on knowledge and understanding are critical to a successful exchange of a product or service for monetary gain.
In worlds gone by, marketers developed their messages to convince customers of the many “bells & whistles” that their products offered beyond that of their competition. Today, customers want to know how a product or service can improve their day-to-day world, either from an overall corporate perspective or with additional productivity for their respective team.
Meeting someone face-to-face on a trade show floor is the perfect opportunity to ensure that attendees appreciate the importance of a company’s offerings. These interactions using a compelling story that evokes appropriate emotions will capture attention and build trust as the two parties look each other eye-to-eye.
Build the Story
A story typically has five components that are critical to developing the action in a logical, easy-to-follow manner:
- Characters, including a hero
- Setting
- Plot
- Conflict
- Resolution
The goal of a story designed to compel a business transaction is to make the customer the hero. As the story of a product unfolds, it become obvious to the customer how integrating this offering into their business solves a problem, streamlines a process or creates new avenues of innovation for their organization – making them integral to commercial success.
Share Your Story
Even before the doors of an exhibit hall open, sharing portions of your story on social media can create intrigue and grab the attention of attendees to learn more. Facebook, LinkedIn, Twitter and Instagram make it easy to give a glimpse at what’s to come, much in the same way a movie preview leaves you begging for more.
Design According to the Story
With the development of the story, the design of an exhibit and the interactive engagements within can frame and reinforce the critical message of the narrative. This also will guide the development of the attendees’ experience from the time they enter the exhibit until the interaction is complete. Ensuring they have a clear vision of a product’s value before they exit should be a goal guiding the design process.
One of the characteristics of a good story is that superfluous details are avoided. In an exhibit, details matter, but given that attendees have busy schedules while at a trade show, avoiding those that aren’t absolutely critical to the message of the story is a must. With the right start to a relationship, there will be opportunities in the future to expand a customer’s or prospect’s knowledge.
Working with an exhibit partner who understands the value of storytelling, and knows how to translate that story into an engaging experience on the trade show floor, means greater face-to-face marketing success. Contact us and let’s together tell a memorable story through design, messaging and engagement to capture the imagination of your target audience.