One of the more challenging issues we often face in delivering a company’s story at exhibitions is when a company’s messaging is either complex or scattered.
What is important to keep in mind is that at any conference or exhibition your message will be fighting for the opportunity to be noticed among competitors- that’s why simplicity and differentiation are key.
Here are a few tricks we use to simplify a message when it’s either complex or scattered:
Complex Message: This message is one that has many layers of information. Each layer being interconnected to various elements of the product or products being sold.
1. Use scenarios. You show the audience the product being used by the end user in their real environment. The audience will get to see the product in action. Instead of talking about the product in a 30 slide presentation, it’s certainly a simpler way to get across advantages. Using scenarios is not the only way, but a highly effective method to get your audience to engage with the content you want to present.
2. Use methodical breaks. You also want to stop the scenario and highlight elements of the product and what key message you want to share when it may not come across in the scenario itself. Sometimes it may go a little fast, so stop for only 20-30 seconds to elaborate, then continue. Stop as you feel the need to highlight various points. This will give the audience time to absorb what you are telling them. It’s a way of getting a lot of information across in a manner that allows people to listen, understand, and take it all in.
Why is this helpful? On one hand the audience gets to experience the product. On the other hand the audience will see and know the USP of the product.
Scattered Message: This is when you have too many messages. We tell our clients that if they want to be effective in getting leads they need to be focused on one strong message; one that highlights their USP. We know you want to say everything at once, but know that the audience won’t be able to grasp everything.
3. One message. That’s why you need to go through a long and demanding (but oh so worth it) process to come up with ONE message that you want to get across at the exhibition. Are you willing to have your customers not understand you, by sharing too many messages? It’s brave to say only 1 thing instead of having a long checklist of items to rush through. Ask yourself if you want the audience and potential customers to go home with a clear understanding of exactly what your company does and how your product works.
It isn’t enough to only have a clear message. You need to attract people to your booth in the first place. Look out for our next blog where we discuss effective ways for you to attract an audience to engage with your message and product.