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Whats the best Messaging for Conference booth?

We are in the services industry offering consulting solutions (a 600 people strong company). In sept we are planning a booth at a major Microsoft conference. I was looking for tips and pointers about the right messaging and differentiators.

8 Replies

Marcos Bento
2
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Marcos Bento Entrepreneur
MBA Candidate at Babson College
I'd plan your booth in the following criteria:
People;
Content;
Design.

In regards to People, I wouldn't have only marketing people in the booth, especially if you want to close deals during this conference. Hence, have your experts from different functions and/or industries actively engaging with the attendees throughout the conference at all times.

For content, have a clear message. Keep simple at your differentiation factors and services provided. The content should be interesting enough so that attendees will be eager to approach your booth to continue the conversation.

In design, first of all, think that you are on the other side of the booth and imagine what you'd like to see and hear from your company.

Some tips include to have plenty of business cards, small and medium displays with clear colors and font types that translate your brand. You can also be more innovative and have some VR game or something to keep people engaged for longer times.

To have a great booth can take time and money. So plan ahead accordingly with your priorities, goals & budget
Susann Rivera
0
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Susann Rivera Entrepreneur
Strategic Marketing, Creative Leadership and Business Development at Fearless Marketing.
Hi Suresh I work with many companies helping them create the messages that stir engagement at conferences and trade shows. If I can be of help, please feel free to reach out! Susann Rivera CMP Creative Marketing, Trade Shows and Events 650 697 3484 office 415 999 7901 mobile
Brad Mehl
0
0
Brad Mehl Advisor
CEO, Boundless Markets and Founder, Lively
Suresh, Without having the context about your brand, your competition and your market it's hard to comment on the right messaging. That said, I'm not a big fan of trade show specific messaging. Every brand should have an overall messaging platform, and then specific talking points for each key segment. Trade shows are just one channel to deliver that messaging. There are lots of ways to differentiate yourself at trade shows. Personally, I like visually engaging people, so we built a solution called Lively. It's a digital tool built for audience engagement and driving people to action. http://livelyevent.com/trade-shows/ Feel free to take a look and ping me if you'd like more info. Brad *Brad Mehl* *CEO* BoundlessMarkets.com [removed to protect privacy]
Katie Curtin-Mestre
0
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Katie Curtin-Mestre Entrepreneur
B2B Tech Marketing Executive
Before thinking about what is the best messaging for your conference booth, first take the time to understand your overall messaging. Here is a framework to consider: -Who is X: should answer what are the fundamentals about the organization. -What Does X provide: should answer what benefits does X provide? Why would a customer buy? -How X is different: what sets X apart from others that customers actually care about? (The last part very important!!) -Where is X going: what is the future direction of the company?
Steve Markman
0
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Steve Markman Entrepreneur
President/Owner, Markman Speaker Management, securing speaking engagements for executives and professional services
Suresh, your message should reflect the same messaging points you use for your target customers in all other channels. Would be good if you could try to get a speaking slot at the and other conferences as well. Feel free to get in touch if you'd like some help in this regard.
Mark O'Toole
0
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Mark O'Toole Entrepreneur
Marketing, communications & branding to help companies find their rallying cries
Keep booth design simple. Focus on the company's primary message and express that in the design, your conversations, demos and give aways.
Paul Garcia
0
0
Paul Garcia Advisor
President at TABLE
There is nothing more powerful than a demonstration/sample. However, your service may not be something that can be quickly demonstrated. You'll need to shorten the demo to something that can be consumed in the time it takes to walk by. Difficult, but worth it. So if you are looking at things that increase your stopping power, start with a 20x10 (if you can afford), because you have literally doubled the time it takes for someone to pass you by. When they are skating down the aisle and looking left and right, if you only have a 10x10, you could be the look-away point as they pass you, but with twice the length, you're back in view with the next head turn.

Also know that trade show analysis used to show that people's attention could only soak up 22 words. Now it's even less, more like 19 words. So if you have more than 19 words on your backdrop or banner, you have too much text.

Make sure you have a one-sheet takeaway piece that strongly uses the three elements of persuasion. 1) personal benefit, 2) dramatic difference, 3) reason to believe.

The majority of people visiting have a problem to solve. How will your greeting/first impression discover their problem?
Stevan Vigneaux
2
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Stevan Vigneaux Advisor
Director of Product Management and Marketing at Mimio
As others have stated above, without a lot more information specific recommendations are not possible. However, there are some crucial considerations to keep in mind:
  1. Attendees walking the show floor are there for their purposes, not yours. Your messaging needs to address their wants and needs. It's all giving about the attendees a reason to stop and talk.
  2. As attendees walk along the exhibit aisles they are very quickly deciding which booths in which to spend time some of their very limited time. Your booth messaging must clearly and concisely tell them why yours is worthy of their time.
  3. Just because you think something is meaningful and significant does not mean it is meaningful or significant to the attendees.
    • "New and Improved" means nothing to someone who didn't know you even existed. They don't know about the "old and unimproved."
    • "High performance five nines reliability" is doubtlessly important - but it doesn't tell the attendee what you do so it does not give them a reason to stop and talk.
  4. Customers buy value, not features or specs. Tell the nice people in the crowd what your product will do for them. They don't really care what your product is, they care what it could do for them.
  5. Think short, clear, meaningful, and attractive to the attendees. Avoid "cool and witty" phrases. The average attendee may not "get it" and thus will walk on by.
  6. Your booth messaging typically has 5-20 seconds to pull someone in. They will be walking the aisle, quickly read your messaging, and decide almost immediately yes/no. Use those few seconds brilliantly or most attendees will walk right by.
  7. Remember why you are there - to get leads that deliver business revenue. Just getting names and contact info does not provide you withqualifiedleads. The contacts you gain by handing out t-shirts, buttons, and other tchotchkes are just that - contacts. Better to go home with 100 truly qualified leads than a list of 1,000 contacts in which those 100 qualified names are buried and unidentifiable.
  8. Lastly - don't give anything away, particularly tchotchkes like pens, stickers, buttons, etc. Those things deliver absolute zero value. If you present a message that clearly and quickly appeals to your target attendee they won't need the encouragement of a free pencil or t-shirt to talk with you. Spend wisely, waste not.
After dozens and dozens of trade shows, that's my experience.

Stevan
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