- Know your theme, know your audience. What makes you stand out from other booths at your tradeshow? Who are you targeting? What are their needs? How do you benefit the attendees? What problem do you solve, and how will clients feel when it’s solved?
- Create visual stories of the elements of your booth. What will be present, solved, or taught, and what visuals represent these things? What is the clearest, simplest way to express the problem and solution for each? Pictures from past tradeshows can work really well. A strong tactic to use is the same strategy used in packaging and displays. If your product or service makes life easier, use images of people who are free of stress. If you have fun at your booth, show people enjoying themselves. When you have several ideas, choose those that:
- Best represent the core benefits of your business
- Give a clear idea of what to expect
- Relate the best to the people attending the eventWith the right images, your story can simply be shared in captions or short sentences connecting the pictures.
Earlier this year, we wrote about engaging your clients with great storytelling. This is a practice that doesn’t just work in a presentation, however. Storytelling can be used to draw an audience to your event or booth. In this case, though, you won’t use the same storytelling techniques as we described before. You’ll use short text lines and imagery to paint a picture – like the narratives cavemen drew. Here is how: