9 dos and don'ts for creating successful trade show and event stories

10
1 9 DOs & DON’Ts for Creating Successful Trade Show & Event Stories

Post on 21-Oct-2014

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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.

TRANSCRIPT

Page 1: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

©, all rights reserved. 1

9 DOs &

DON’Ts for

Creating

Successful

Trade Show

& Event

Stories

Page 2: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

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?

Page 3: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

DON’T: Overlook Your Objectives

Incorporate

supplemental research

& input from key

stakeholders to create

a cohesive messaging

strategy that supports your overall objectives.

Page 4: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

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.

Page 5: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

Integrate your message throughout

multiple pre-event marketing

channels to build story momentum!

DON’T:

Forget to Maximize

Your Message Reach

76% of trade show

attendees have a pre-set

agenda of "must see

exhibits."

Page 6: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

DO: Keep It Simple

Make sure your key message is easy to follow.

A lengthy or complicated message can cause guests to lose focus.

Page 7: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

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.

Page 8: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

DO: “Edutain” Them!

Ensure your story has staying power—

integrate your product message with

an "edutaining" learning activity!

Page 9: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

Use technology to enhance the story you're telling so your key takeaway remains top of mind.

Your message

should be supported—not

overshadowed—by

any cool new

technology you use.

DON’T: Rely on Technology Alone

Page 10: 9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

DO: Keep the Story Going

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.

As you build your story, think about ways to leverage the

messaging you created for future campaigns.