SESSION 30717 Creative Thinking to Reinvigorate Your Program · OUR UNIQUE ADVANTAGE PSYCHOLOGICAL...

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SESSION 30717

eTrak Online Session | AUGUST 17, 2017 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Creative Thinking toReinvigorate Your Program

TOM FRISBY

All Materials Copyrighted by EXHIBITOR Magazine / Tom Frisby© 2017 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

8/17/2017

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Creative Thinking to Reinvigorate Your ProgramThursday, August 17, 2017

reinvigorate [,ri:in’vige,reit]vb (tr) to put vitality and vigor back into (someone or something)

Advanced Learning Session:

ETRAK 2017 // SPEAKER SESSION 08/17/17 2INTRO // SESSION

CREATIVE THINKING TO REINVIGORATE YOUR PROGRAM

ETRAK 2017 // SPEAKER SESSION 08/17/17 3INTRO // SPEAKER

INTRODUCINGTODAY’S SPEAKER

• Manages Strategic and Creative divisions

• Creative lead for a team of Idea Shapers in North America and Germany

• Possesses 25+ years of diversified experience in the environmental design community

Thomas Frisbythink(form) Principal & Creative Consultant

8/17/2017

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ETRAK 2017 // SPEAKER SESSION 08/17/17 4INTRO // OBJECTIVES

Get out of your trade show marketing rut. This session is for marketers who are ready to

break out of their routines and shake up their programs with new and different

approaches. Through examples of innovative marketing techniques both on and off the

show floor, you will learn:

• The value of thinking marketing first, exhibit design second.

• Techniques and exercises that drive creative thinking and innovative solutions.

• How important reality-checking your ideas against your objectives can be.

OBJECTIVESSPEAKER SESSION

ETRAK 2017 // SPEAKER SESSION 08/17/17 5INTRO // OBJECTIVES

• You can only do the same thing so many times or people stop noticing.

• The secret to giving your program new life is to think marketing first,

exhibit design second.

• Technique 1: Break a rule, you don’t have to adhere to arbitrary limits or boundaries.

• Technique 2: Humor me, having fun makes your company more likable.

• Technique 3: Connect with an unusual experience or element of surprise.

• Technique 4: Have a good time. It’s a positive way to engage.

• Technique 5: Think: Drama, Drama, Drama: Grab attention and tell stories.

• Reality check your ideas before you commit.

OBJECTIVESEssential Learning Components (ELCs)

ETRAK 2017 // SPEAKER SESSION 08/17/17 6

You can only do the same thing so many times.

ELC 1 // YOU CAN ONLY DO THE SAME THING SO MANY TIMES

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“This is a really innovative approach, but I’m afraid we can’t consider it. It’s never been done before.”

The Struggle

• Indicators of risk are only as good as the assumptions they are based on

• There is no business action that is risk-free, including inaction

• Risk is subjective, with different facets of risk being privileged over others, and with opportunity cost often getting short shrift

You can only do thesame thing so many times.



• Most of our customers have to travel to get to the show.

• This gives us a distinct advantage: Psychological

Distance.

• Psychological Distance is created when someone leaves their comfort zone.

• Traveling beyond our daily routine and region knocks something loose in our brain. We become more open to new ideas and more willing to explore different perspective. In many ways we expect more!


OUR UNIQUE ADVANTAGEPSYCHOLOGICAL DISTANCE


PRINCIPLES TO FOLLOW

• Take off your tactical hat.

• Remember your audience is expecting more.

• Leave your comfort zone!

• Change your words.

THINK DIFFERENTLY.DO IT DIFFERENTLY.


8/17/2017

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The force Within: Audi prologue at

Design Miami “In a change from recent years, our presence

under the title of “The force within” is this time

illustrated with a design exhibit of our own.”


AUDI@DESIGN

MIAMI

TAKE OFF YOUR TACTICAL HAT


STRATEGYFeature Audi Sport’s trademark ‘Red Rhombus’ in

striking floor-to-ceiling displays. This dynamic

shape implies movement and power.

Interact with consumers at unique venues like

Design Miami rather than on the trade show floor.

Approach the design as an interactive art

installation.

AUDI@DESIGN MIAMI

RESULTFree press and customer engagement.


TAKE OFF YOUR TACTICAL HAT

ETRAK 2017 // SPEAKER SESSION 08/17/17 12ELC 1 // YOU CAN ONLY DO THE SAME THING SO MANY TIMES

REMEMBER YOUR AUDIENCE IS EXPECTING MORE

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LEAVE YOUR COMFORT ZONE!

By adding a twist, the

Interfaceware booth brings

added interest and new energy.

Designed by Catalyst and photography by Jamie Padgett.

Boring: How many times have you seen

exhibits like this on the show floor?



CHANGE YOUR WORDS.CHANGE YOUR WORLD.

Change not only the way you think but the words you use to

communicate your ideas. Every single word you think or speak has raw

power! Not just the ability to hurt or heal, frighten or enlighten, express or

depress—but the power to truly shift your reality.


SUMMARY• Take off your tactical hat.

• Remember your audience is expecting more.

• Leave your comfort zone!

• Change your words.

http://changeyourwords.co.uk/


Practice what you preach.

Deluxe Photograph by Jamie Padgett

ELC 2 // MARKETING FIRSTETRAK 2017 // SPEAKER SESSION 08/17/17

MARKETING FIRSTEXHIBIT DESIGN SECOND

8/17/2017

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• Message

• Continuity

• Logic

Key Considerations

Deluxe Photograph by Jamie Padgett

ELC 2 // MARKETING FIRST


The journey through the exhibit is based on

Chiron’s brand and the images that support the

brand. Keeping the exhibit clean, open and simple

is the goal. By creating a lounge area the guests

are welcomed to come visit and talk with their

peers. Having the pedestal timeline will encourage

the guests to discover more about Chiron and its

goal for blood safety throughout the world.

A large LED screen is situated in the center of the

bar area. This allows a continuation of brand

messaging and reiteration of the Cause Marketing

components of the booth.

CHIRON

CASE STUDY

ELC 2 // MARKETING FIRSTETRAK 2017 // SPEAKER SESSION 08/17/17



RENAULT GUERRILLA MARKETING EVENT

STRATEGYRenault spiced up its marketing with a VA VA VA VOOM

ride and drive experience.

RESULTThe campaign went viral with over 300,000 like on facebook.

ELC 3// TECHNIQUE 1 // BREAK A RULE

TECHNIQUE 1BREAK A RULE

KNOW THE LETTER OF THE LAW

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ETRAK 2017 // SPEAKER SESSION 08/17/17 19ELC 3// TECHNIQUE 1 // BREAK A RULE

• Active Participation

• Win a Shopping Spree

• Attendees register to win a $100.00 shopping spree in their local Lowe’s store. The only catch is they have to shred their Home Depot credit card...

LOWE’S

Know the letter of the law.



STRATEGY -1 hour+ wait to tryout

RESULTLots of buzz.

INADA

Know the letter of the law.



• Modular units developed to house touch screens for

online order completion

• Steelwork adapted for use on varying size sites

maintaining integrity of design

• Custom made gloss floor

• Creation of a bespoke interactive

hospitality trailer for county shows and

public events the trailers


PERSONALIZED REGISTRATIONS

Defy physical laws to the best of your ability.


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• Breaking physical rules

• A space that deals with the process of coming up with ideas in a creative agency

• Unfinished working process is marked by the "skeleton-like" architecture

DART DESIGN




Franklin’s creative exhibit pulls up a corner

of the booth’s flooring to reveal the

company logo and product offering in an

eye-catching way.





Use humor to make yourcompany approachable.

ELC 4 // TECHNIQUE 2 // HUMOR ME

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TECHNIQUE 2HUMOR ME

• Serious trade show exhibiting is

expected!

• A light-hearted approach to marketing is

surprising and refreshing.

• Humor humanizes your brand.



PHYSICAL EFFECT• Increases the immune system response

• Enhances cardiovascular strength

• Promotes relaxation

• Improves muscle tones

• Decreases muscle tension and pain

• Speeds recovery

http://www.pennbehavioralhealth.com/documents/humor_in_the_workplace.pdf


In the game of humor,

the RISK: You win some, you lose some.

TECHNIQUE 2HUMOR ME


Fun refuge spaces at Google

Zurich. Evolution Design

Magazine Fair - Tux Magphoto booth set up and a giveaway

“champagne” that resembles what

you would give a child for New

Years.

The VideoDromeChronicles of a Creative

Itinerary exhibition shared

viewing

National Stationery SowBelle & Union -

Low Tech Lead catcher


TECHNIQUE 2HUMOR ME

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When communicating with a general audience, you can often achieve more with humor than with a serious approach.

• Humor establishes – rapport – triggers memorability – wit

• Laughter – breaks down walls– establishes openness – and honesty

• When executed well, a visual or verbal punchline is unforgettable.

• If a campaign is comprehensive and well explored, it is an opportunity to demonstrate your company’s quick wit and thought leadership.


TECHNIQUE 2HUMOR ME

ETRAK 2017 // SPEAKER SESSION 08/17/17

STRATEGY“If humor is the single most important element

of a relationship, and building relationships is

among the top reasons companies exhibit,

humor should have a place in your marketing

arsenal.”

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COMEDY FESTIVAL - QUEBEC

CASE STUDY


TECHNIQUE 2HUMOR ME

ETRAK 2017 // SPEAKER SESSION 08/17/17 30ELC 4 // TECHNIQUE 2 // HUMOR ME

TECHNIQUE 2HUMOR ME

• For the movie Promethius. T-shirts with with mobile app were used to create virtual alien bursting through people’s chests.

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STRATEGY• Great Clips Advertised $10.00 Hair

Cuts

• THairapy Salon Fixes $10.00 Hair Cuts

• A negative situation has become a

cultural reference

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COMPETITIVE BUSINESSCASE STUDY


TECHNIQUE 2HUMOR ME


Fusion-IO makes fun of big, bulky hard

drives because they offer single solid-state

devices with no drive

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FUSION-IOCASE STUDY


TECHNIQUE 2HUMOR ME


BEFAIRCASE STUDY


TECHNIQUE 2HUMOR ME

8/17/2017

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World Expo 2015

Kids or adults get to use slide

instead of the stairs at the German

Pavilion


(Credit: Edoardo Campanale/Gizmag)

TECHNIQUE 2HUMOR ME


AIR MILES

CASE STUDY

STRATEGYA “Smile Booth” was developed that drops down a

prize when Collectors smile at the camera with their

AIR MILES Card.

RESULTthe program has proved so popular that the company

made the machines a standard component of its

activations at music festivals, sporting events, and

other marketing opportunities.


TECHNIQUE 2HUMOR ME


Ticket giveaway

Quebec City Magic Festival - The Magician


There’s been a trend to use confusion in advertising, and

when it comes to the Quebéc Magic Film Festival using

slight-of-hand or confusion is working.

• Confusion attracts people

• It makes the brain focus more to understand the

message

• It holds the attention longer than a straightforward logo

TECHNIQUE 2HUMOR ME

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Alpha Romero created an unusual

display for upcoming car show at the

Woluwé Shopping Center in Belgium.

photos by Bruno Desclée


Alpha Romero

CASE STUDY

TECHNIQUE 2HUMOR ME


ZAPPOS

CASE STUDY

STRATEGYPay with a cupcake

Zappos decided to walk straight up to the Google cupcake truck

and planted their #PayWithACupcake box. The idea? It’s simple.

Put a cupcake in the slot and get a reward. People then started

funneling from the Google truck to the Zappos box to get cool

rewards like watches, headphones, sunglasses, backpacks and

gift cards. They even got some people from the Google truck to

walk over and deposit some cupcakes.


TECHNIQUE 2HUMOR ME


Bank of MontrealATM Machine

CASE STUDY

The NBA All-Stars Are Coming…

Bankers have a sense of humor, too, and Bank of Montreal is here to

prove it with its gigantic ATM machine. Aimed at basketball players,

the machine was built for NBA All-Star weekend in Canada.

While people are arguing that this ATM is probably not functioning,

there’s still no one tall enough to prove them right or wrong. We

challenge you to do so! Rumor has it, the ATM is in First Canadian

Place, 100 King St. W., Toronto. Let the truth be spoken.


TECHNIQUE 2HUMOR ME

8/17/2017

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MS LABORATORY @ YOUR

NEIGHBORHOOD MALL

CASE STUDY

STRATEGYMimic a street fair fortune teller booth —with a cause marketing twist.

RESULTThe results speak for themselves!


FACT: If you have a sense of humor, you have a God-given gift and you should use it to your advantage. Snobs who say humor has no place in sales and

marketing, that prospects don't buy from clowns, or that you should never poke fun at your own brand don’t understand that humor increases likability.

TECHNIQUE 2HUMOR ME


Do something out of the ordinary that will get their attention.

ELC 5 // TECHNIQUE 3 // CREATE AN UNUSUAL EXPERIENCE


• Highly innovative marketing utilizes an element of surprise and delight.

• The expected combines with the unexpected to create a campaign that people want to watch over and over—and share.

Customers today want you to show some skin – metaphorical skin of course – to

demonstrate your humanity. People buy from people, not robots or shiny corporations.

Don’t be afraid to have some fun and show off your company’s personality. Express

yourself; and if that means literally showing some skin, well then, more power to you.

TECHNIQUE 3CREATE AN UNUSUAL EXPERIENCE


FACT:

8/17/2017

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THE HAPPY SHOW

CASE STUDY

Allows you to interact with different elements of the show (gumball

machine that lets you track peoples’ happiness each day, writing

what your symbol of happiness is, etc).

Illustrations that are out of the norm, but will probably give you a

giggle or two.




CASE STUDY


KIMBERLY CLARK



MINI COOPER


CASE STUDY

With the typical MINI twinkle in the eye, the car itself

comes to life and behaves in a fun way, turning and

bouncing, presenting itself from all angles.

As it moves, visitors can collaboratively paint it, using two

different digital aerosol devices with unique spray

characteristics – as a classic reference to street culture

and fan car workshops alike.


8/17/2017

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SMART CAR


CASE STUDY

• Smart Car has a vending

machine in Japan where it

looks a bit like you could drive

off with the car,

• When you push the button is

that you'll get smartly branded

tubes with all the Smart car

specs.



INTERACTIVITY BEYOND THE EXHIBIT SPACE

• Identify new ways to interact and drive attendees to your booth that go

beyond taking a survey or touching a few buttons on a tablet.

• Look for fresh ideas outside the trade show industry.

• Create an environment that touches as many of the five senses as possible.




KNOW YOUR BRAND. KNOW YOUR AUDIENCE. MAKE A CONNECTION.

• Technology integration into booth design is a given.

• Identify new ways to interact and increase dwell time in your booth that go beyond taking a

survey or touching a few buttons on a tablet.

• Look for fresh ideas outside the trade show industry.

• Create an environment that touches as many of the five senses as possible.



8/17/2017

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TECO - TAIWAN AUTOMATION

INTELLIGENCE AND ROBOT SHOW

CASE STUDY

Five exhibit subjects:

• Industrial Automation

• Commercial Automation

• Smart Life

• Health & Leisure

• Recreation & Education

It’s not only exhibit Automation intelligence for

application but products close to human life.http://globalsa.teco.com.tw/about_news_more.aspx?ID=31




SNAPSHOT MEMENTOscenography for a photography exhibition

CASE STUDY

STRATEGYCreate an installation that left behind the

discussion- the quest of beauty in photography,

and focused more on the content of the

images, trying to evoke a notion of the sublime

in the spectator’s relation to each picture and

the exhibition as a whole.




MOSS WALL INSTALLATION

SCHUCO WITH FREUND

CASE STUDY

STRATEGYMoss can be used to create unusual way finding

directions as well as being maintenance free. It also

creates a calming effect and minimizes noise.



8/17/2017

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In “Device Art”, the device itself is the content; its form and appearance are inseparable from its function.

DEVICE ART

CASE STUDY

STRATEGY“Device Art” is an art form that merges art, design, technology,

science and entertainment. The resulting creations deploy

innovative materials and techniques to engender contrivances

featuring elaborate, whimsical design conceived to bring us

face-to-face with technology’s essence.




DEVICE ART & INTERACTION

STRATEGY• The accent is on interaction and participation.

• Hands-on experience and active involvement are decisive


CASE STUDY



SALESFORCE VIRTUAL WATERFALL

STRATEGYCreated as 4 overlapping panels of computer-

generated waterfall simulation, using RealFlow's

Hybrido. Each simulation panel has about 20 million

particles when the waterfall is at full flow.


CASE STUDY


8/17/2017

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BRUMARK - STEAMPUNK INSPIRATION

EXHIBITORLIVE 2016

CASE STUDY

STRATEGYA journey back in time inspired by steampunk elements

unveiled the latest flooring innovations for exhibits and

events




BLOOD CHARGER POSTER –

INTERACTIVE POSTERSTRATEGYInteractive Poster Charges Phones And Encourages

People To Donate Blood


CASE STUDY



http://www.exhibitcitynews.com/the‐ties‐that‐bind‐how‐to‐unify‐booth‐brand/

EXHIBIT CONCEPTS INC – THE TIES THAT BIND

CASE STUDY

STRATEGYAt interactive “Connect the Dots”

engagement stations, attendees

crafted their own individual string

art. Two pieces of string were

used to answer a series of

questions, one by the attendee

and one by an ECI representative.



8/17/2017

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KIT KAT BREAK ROOM

CASE STUDY

STRATEGYThe Break Room’, a soundproof cabin inside the library that

allows students to exceptionally disconnect from studying for a

few minutes without disturbing the others.




EUROPE IS JUST NEXT DOOR

CASE STUDY

STRATEGYOpen Doors

Doorways can represent

challenges, obstacles and

opportunities




FACT: Our customers want creativity and surprise.



8/17/2017

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ETRAK 2017 // SPEAKER SESSION 08/17/17 61ELC 6 // TECHNIQUE 4 // HAVE A GOOD TIME

Have a good time with your brand.

ETRAK 2017 // SPEAKER SESSION 08/17/17 62ELC 6 // TECHNIQUE 4 // HAVE A GOOD TIME

POWERADE - WORKOUT BILTNFOARDS

CASE STUDY

STRATEGYSeries of interactive ads were set up across three cities

in Germany and included three different specially-built

interactive installments: a rotating rock wall, a punching

meter, and an ad-lifting pulley bar. People of all ages are

encouraged to stop what they’re doing and break a

sweat, and at the end of their workout they receive a

free drink from a Powerade representative.

TECHNIQUE 4HAVE A GOOD TIME


FUORISALONE: MILAN 2017CASE STUDY

Barlinek, layered wood floors manufacturer, Tabanda design

studio and Design Alive Magazine presented a Sensorial

Carpentry exhibit. The creative and interactive wood workshop

allowed visitors to get their hands dirty and take on the role of a

traditional woodworker, sawing and working with wood materials.

ELC 6 // TECHNIQUE 4 // HAVE A GOOD TIME


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HUNGER GAME EXHIBITION

CASE STUDY

One of the many interactive components of the exhibition

that puts fans in the story.

• Immersive themed environments

• Over one thousand authentic props and costumes

• Highly interactive digital and hands-on experiences




VOYAGES SNCF - INSTANT V

CASE STUDY

STRATEGYBy creating 3D interactive billboards of oversized

parts of the body, they are hoping to entice the

people walking by. Billboards are easily overlooked

in today's ad over-saturated society, so this

interactive approach is certainly attention-grabbing.




SCENTAIR

CASE STUDY

STRATEGY -Guerrilla Marketing

• If you have fun, your clients will want to have fun with you.

• An unconventional and usually low-budget system of

promotions that allow customers to engage with your brand.



8/17/2017

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MODULAR LIGHTING INSTRUMENTS

CASE STUDY

• The concept of pinball as a full-on immersive interior design

environment

• The purpose of the installation, which was completely lit using

LED lights, was to entertain and draw in prospective buyers,

as well as to showcase newly released products.




ESUN 3D+'S -SCANNERHOLOLENS

CASE STUDY

ESUN 3D+'s scanners utilize

structured lighting and a unique

algorithm to ensure less human

error and interference, providing

unrivaled accuracy, speed, and

innovative solutions for the

fashion, e-commerce, and education industries.




SAMSUNG GEAR VR 4D EXPERIENCE DURING THE 2017 CES IN LAS VEGAS

• Attracting roughly 10,000 visitors on the

first day alone

• participants were transported

from their theater seats to a

roller coaster ride

CASE STUDY



8/17/2017

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• The Star Wars “Do-It-Yourself” Action Figure

• Attendees have a chance at recreating their

favorite Darth Vader pose.

• Just step into the plastic case and have your

picture taken!

CASE STUDY


KENNER - PAPER EDITION


ETRAK 2017 // SPEAKER SESSION 08/17/17 71ELC 7 // TECHNIQUE 5 // DRAMA, DRAMA, DRAMA

Use drama to grab attention and tell stories.


• By bringing people out of their comfort zone make an

immediate impact.

• This allows people to engage, learn something new and

possibly change their minds…

TECHNIQUE 5DRAMA, DRAMA, DRAMA.

ELC 7 // TECHNIQUE 5 // DRAMA, DRAMA, DRAMA

8/17/2017

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Nine galleries, totaling 12,500 square feet bringing the complex geoscience of gemstone formation, deep in the

earth, together with the artistry that transforms those remarkable rocks into jewelry.

CASE STUDYVAN CLEEF & ARPELS - SINGAPORETHE ART AND SCIENCE OF GEMS EXHIBITION

http://www.interiordesign.net/projects/12630-van-cleef-and-arpels-by-jouin-manku-2017-best-of-year-winner-for-exhibition/




Socially taboo situations can make a big impact

Using every opportunity to attract your audience’s attention.

CASE STUDYCAPTIVE MEDIA





8/17/2017

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• Organic Communications and Premier Displays developed the puppies newspaper bin solution for San Francisco SCPA to bring awareness to the harsh conditions of puppy mills. Organic Communications programmed video, software, video capture, and installed the A/V kit.



• Tackles the topic of retirement by showing the visitor what they

“will look like” at retirement and reinforcing the massive

changes that will occur doing their lifetime.

• Making people uncomfortable about how much they may not

be thinking about retirement.

CASE STUDYMERRILL LYNCH



8/17/2017

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REDEFINE WHAT IS APPROPRIATE

STRATEGYAboveLine grabs attendees’ attention with dramatic

shapes and lighting. Tells potential customers that

they can provide a creative explosion for you in your

next exhibit.

Creating the Starburst effect shows how layers can

be developed into a dramatic focus point.

ABOVELINE - MARKETING WEEK LIVECASE STUDY




• Utilizing the colors that represent Red Montain's company

branding and natural energy, they created an organic mountain

structure from polygons.

• Also utilizing the polygonal shapes for as seating, giving the

attendees a feeling of dynamic exciting energy to be inside.

CASE STUDYRED MOUNTAIN ENERGY




Theme: Making the invisible visible.

• Their portfolio of product is emphasized and contrasted

by

using Leoni’s brand colors of blue and white.

• The concept is modular, scalable and adaptable for a

global audience.

• Photography of Leoni products anchor a multi-tiered

messaging hierarchy that ranges from bold brand

identification to product demonstrations.


CASE STUDYLEONI

German Design Awards honored Expotechnik Group for the international exhibition concept it developed for Leoni AG.


8/17/2017

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Occhio exploits it to generate added value for the user.

Nine plus signs convey the brand’s current messages –

key issues:

• Quality, design and sustainability are placed by

headlines such as ‘plus design’, ‘plus quality of

light’ and ‘plus value’ on the plus signs.

• With its bold concept the stand, divided into a

brand level and a product level, makes its mark in

the best sense of the term.

CASE STUDYOCCHIO - PLUS




The display modalities are underlined by a dramatic use of lighting, with a

sensible play of light and shade that boosts the decorative qualities of the

ceramic surfaces. Further, a signage system delivers to the visitors all the

necessary info. Its design rings out the pavilion geometries made of serial

repetition and mutation of linear elements.

CASE STUDYROYAL CERAMICA – CERSAIE 2015




It’s not just about making your audience uncomfortable. Sometimes you need to be a little uncomfortable yourself. Stepping out of your comfort zone can up the ante withyour messaging.



8/17/2017

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It’s not just about making your audience

uncomfortable. • Stories help us understand an idea quickly and make the concept

more relatable.

• Infuse your story with data for additional impact.

• What is this story?The life-like image of an alligator swimming in the famous National Geographic sign is

realistic enough to startle anyone encountering it. Cleverly placed at the bottom of moving

stairs, the advertisement had surely drawn much attention.



ETRAK 2017 // SPEAKER SESSION 08/17/17 86ELC 8 // REALITY CHECK

Reality Check your ideas before you commit.


REALITY CHECK

GO OUT WITH A BANG:• What are your post-event goals?

• Does your campaign and exhibit design meet those

objectives?

• Is your product/service well featured?

• Do you have a witty, congruent, well thought out

program to follow-up with the leads generated at the

trade show?

8/17/2017

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Sometimes when we’re too close to our brainchildren we

overlook opportunities to achieve better results. The solution is

review by a set of fresh eyes. Ask a good representative of your

target audience—or an expert—to give you objective feedback.

REALITY CHECK

ELC 8 // REALITY CHECK

HAVE YOUR PEOPLE TALK TO MY PEOPLE:


REALITY CHECK

SUGAR HONEY ICED TEA, IT HAPPENS: • When life hands you lemons, put them in your tea.

- No matter how well prepared you think you are for the

show, there will be surprises.

• Partner with your exhibit house to ensure that staff is available

to take care of whatever challenges arise.


REALITY CHECK

Marketing Fail third rail QR Code?

Of course I will climb down onto the track and step over the

railing to launch my QR Code scanner. Let me get right on

that… Death wish anyone?

PLACEMENT ISSUES

8/17/2017

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• Lifelock’s Failed Ad Campaign: The CEO used

his real Social Security Number

• Bad things happened...

• The number was used to take out a loan and

open a wireless account

LIFELOCK

REALITY CHECK


Be creative, but be careful…

REALITY CHECK

T-Shirts


Banner PlacementLocation, Location, Location

REALITY CHECK

8/17/2017

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ETRAK 2017 // SPEAKER SESSION 08/17/17 94OBJECTIVES // SUMMARY

OBJECTIVESSPEAKER SESSIONEssential Learning Components (ELCs)

• You can only do the same thing so many times or people stop noticing.

• The secret to giving your program new life is to think marketing first,

exhibit design second.

• Technique 1: Break a rule. You don’t have to adhere to arbitrary limits or boundaries.

• Technique 2: Humor me. Having fun makes your company more likable.

• Technique 3: Connect with an unusual experience or element of surprise.

• Technique 4: Have a good time. It’s a positive way to engage.

• Technique 5: Think: Drama, Drama, Drama: Grab attention and tell stories.

• Reality check your ideas before you commit.

ETRAK 2017 // SPEAKER SESSION 08/17/17 95THANK YOU // END

THANK YOUFOR ATTENDING

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