9 DOs &
DON’Ts for
Creating
Successful
Trade Show
& Event
Stories
©, all rights reserved.

1
DO: Connect With Your Audience

To begin building a successful story foundation, understand
answers to questions like: Wha...
DON’T: Overlook Your Objectives
Incorporate
supplemental research
& input from key
stakeholders to create
a cohesive messa...
DO: Make It Mean Something

Creativity for creativity's
sake won't achieve your
messaging goals. Make
sure your story is a...
DON’T:
Forget to Maximize
Your Message Reach

76% of trade show
attendees have a pre-set
agenda of "must see
exhibits."
In...
DO: Keep It Simple
Make sure your key message is easy to follow.
A lengthy or complicated message can cause guests to lose...
DON’T: Underestimate the Power of
a Physical Journey

Look for ways guests can
have hands-on interactions
with your produc...
DO: “Edutain” Them!

Ensure your story has staying power—
integrate your product message with
an "edutaining" learning act...
DON’T: Rely on Technology Alone

Your message
should be
supported—not
overshadowed—by
any cool new
technology you
use.

Us...
DO: Keep the Story Going

As you build your story, think about ways to leverage the
messaging you created for future campa...
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9 DOs and DON'Ts for Creating Successful Trade Show and Event Stories

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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.

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

  1. 1. 9 DOs & DON’Ts for Creating Successful Trade Show & Event Stories ©, all rights reserved. 1
  2. 2. 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?
  3. 3. DON’T: Overlook Your Objectives Incorporate supplemental research & input from key stakeholders to create a cohesive messaging strategy that supports your overall objectives.
  4. 4. 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.
  5. 5. DON’T: Forget to Maximize Your Message Reach 76% of trade show attendees have a pre-set agenda of "must see exhibits." Integrate your message throughout multiple pre-event marketing channels to build story momentum!
  6. 6. DO: Keep It Simple Make sure your key message is easy to follow. A lengthy or complicated message can cause guests to lose focus.
  7. 7. 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.
  8. 8. DO: “Edutain” Them! Ensure your story has staying power— integrate your product message with an "edutaining" learning activity!
  9. 9. DON’T: Rely on Technology Alone Your message should be supported—not overshadowed—by any cool new technology you use. Use technology to enhance the story you're telling so your key takeaway remains top of mind.
  10. 10. DO: Keep the Story Going As you build your story, think about ways to leverage the messaging you created for future campaigns. 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.

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