“[CMOs must] rethink every aspect of strategy, design and operations to enhance customers’experiences with their organization.”
(IBM Global C-Suite Study, CMO Perspective, 2016)
Be Artist, Describe the Experience of the Product
DIGITAL PRESENTATIONS, PROMOTIONS, GAMES AND BOOTH
ACTIVITIES CREATE MEMORABLE EXPERIENCES
AND ANCHORS YOUR BRAND ON A STRONG FOUNDATION
A STRONG BRAND FOUNDATION IS BUILT ON A
STRONG SENSE OF BRAND BELONGING
CRAFT YOUR IN-BOOTH EXPERIENCE TO FOSTER BELONGING
EMPHASIZE ON MEMORABLE DELIGHTS
21 WAYS TO ENTHRALL YOUR AUDIENCE
EMPHASIZE THAT WHAT IS "WRONG" - CONTRADICT COMMON ASSUMPTIONS
FOR EXAMPLE: 1 + 1 = 2 is commonly known. However, your job is to state this is wrong and prove why 1 + 1 = 3. Taking a widely held belief and proving it wrong jolts the brain and activates new neural connection.
EMPHASIZE "THEMED SEQUENCE"
FOR EXAMPLE: 10 Lesser Known Technology that Reduces Carbon Footprint — experience our tour and find out.
3 Deadly Malware Sins — even if you have have no idea what malware is — we will give you a tour
EMPHASIZE "TWO STEP PROCESS"SUPPLEMENTARY ELABORATION OF THE MAIN BENEFIT STATEMENT
FOR EXAMPLE: What NEVER TO DO with your 'client data' (If you get this wrong you will face legal action. )
The supplemental statement within parenthesis elaborates the seriousness of your offer
“A successful presentation needs to be both buttoned up (orderly) and free-flowing (a conversation). The tension between the two, the fact that both things are happening at once, defines the process.”
YOUR PRODUCT MAY BE BORING, BUT,
MAKE THE EXPERIENCE ABOUT YOUR PRODUCT PLEASURABLE
EMPHASIZE "HIGH VALUE GIVEAWAY"GIVE AWAY YOUR BEST TRICK
Research shows that when you give away something stunning, you gain 'social currency'. Your audience will think, if the free stuff is this good, what kind of information do I get, when I pay for it.
EMPHASIZE "REVERSE HOOK"STATISTICS + BENEFITS
Elaborate an interesting fact that brings forward an unexpected benefit.
FOR EXAMPLE: Investing 3 dollars a day on your plan will give you a return of 1000 dollars a month.
EMPHASIZE "IF-THEN" SCENARIO
TAG SOMETHING EASY TO COMPLY
Give your prospect something easy to do and associate it with a value benefit.
FOR EXAMPLE: If you fall within the age group of 60-65, answer these 3 questions and get approved for business application.
THE SUM TOTAL OF THE EXPERIENCES OF YOUR PRODUCT AND
YOUR CONVERSATIONS ABOUT YOUR PRODUCT FUSES TOGETHER TO GIVE
BIRTH TO THE PERSONALITY OF YOUR BRAND
IN THE AGE OF THE BOTS CREATE EXPERIENCES WITH 'REAL PEOPLE' — NOT
'BRANDS' OR 'COMPANIES'. SPEAK TO THEIR 'FEELINGS'.
EMPHASIZE "NUMBERS"USE THIS, WHEN YOU HAVE A SPECIFIC NUMBER TECHNIQUES OF DOING A CERTAIN THING
6 parts of the human brain is dedicated to memory function. Studies have shown that quantity-based judgments are language-independent, and these distinct processes activate different regions of the brain.
FOR EXAMPLE: 3 ways to reap 10% more revenue...
EMPHASIZE "WHAT NEVER"GREED AND FEAR ARE THE 2 FACTORS WHEN PEOPLE ARE INFLUENCED IN NEGATIVE WAYS
Creating fear destabilizes your audience. However, once you have chosen an appeal that is both high-arousal and targeted, you need to state the fact, that your offering is the 'one sure thing' that will help them out. Else, the fear appeal, instead of driving action, drives paralysis.
EMPHASIZE "THE SECRETS OF". USE THIS, if you HAVE AN UNUSUAL TACTIC THAT YOU WANT TO BUILD CURIOSITY FOR
Inspiring curiosity in the minds of your audience is a profitable tool to employ at trade shows. Curiosity fuels the fire of imagination. "That is the only thing which the mind can never exhaust, never alienate, never be tortured by, never fear or distrust, and never dream of regretting."
ENHANCE THE PERCEIVED EXPERIENCE OF YOUR PRODUCT
GAMES ARE GREAT CULTIVATORS OF 'FEELINGS' IN A SOCIETY THAT HAS
BECOME EMOTIONALLY DISABLED. GAMES ENERGIZES YOUR AUDIENCE AND
HELP YOU TO ANTICIPATE YOUR CUSTOMERS' NEXT MOVE
IN AN ERA OF ACCELERATED TECH CHANGE,
EXPERIENCE SOMETIMES CAN BE FELT AS MECHANICAL AND UNINVOLVED
ANCHOR YOUR technology to enhance the experience, not create it.
THE 5 EXPERIENCE PLAYS. Study depicted from IBM iX
DESIGN IS A POWERFUL STIMULATOR OF 'FEELING'. CONSTRUCT YOUR
EXHIBIT DESIGN TO FOSTER PERSONAL RELATIONSHIP BASED ON SHARED
VALUES. DEVELOP A COMPELLING SHOW OFFERING WHILE CULTIVATING,
SENSE OF BEING PART OF SOMETHING BIGGER
CONSTRUCT YOUR EXHIBIT DESIGN TO FOSTER PERSONAL RELATIONSHIP
BASED ON SHARED VALUES. DEVELOP A COMPELLING SHOW OFFERING
WHILE CULTIVATING, A SENSE OF BEING PART OF SOMETHING BIGGER
GIVE YOUR ATTENDEES A WAY TO CONNECT TO SOMETHING THEY CARE ABOUT BEYOND THE BRAND. NURTURE A COMMUNITY WITH DIGITAL AND PHYSICAL SOLUTIONS.