Start With Why: Inspiring in trade show

If you start with why you will find people (whether they be clients, staff, suppliers or stakeholders) that believe what you believe and you will in turn create loyalty and long-term relationships. So it is only logical to begin thinking how you would start with why to inspire others on the trade show floor.

Branding
If your objective on the trade show floor is to increase brand recognition, ask yourself these questions. Does your custom trade show display communicate why you do what you do? Or does it simply show what you do or how you do it? If you can’t find the why it might be time to review your design to increase your likelihood of inspiring trade show attendees and finding those that believe in the same thing you do.

 Recruitment
Communicate the why of your organization to target the candidates that will be the best fit for your company. Ask your employees why they get out of bed every morning to come to work for you, and then share those stories in your booth through your display, audio visual presentation, and/or your booth staff. This is a great way to factor in why you do what you do.

Product Demonstration
Many exhibitors go to events to showcase or demonstrate product. This is a valid objective, but then your trade show booth is all what and no why. Are you advertising your company and your products as commodities? If you are, your what will shadow your why; think how you can better communicate your why to inspire and lead on the trade show floor.

Educate and Inform
For those going to shows to educate, inform and communicate messages it makes sense to start with why. Tell your audience what you believe, why you began doing what you do, and then the how and what that resulted from the why. Inspire people to join your cause because they also can relate and believe in your why.

Build Networks, Relationships & Alliances
The best relationships result from people coming together due to a common belief or outlook. Clearly communicate your why to target and inspire those people that share your why to start beneficial, loyal and long-term relationships.

About the Author: Samantha Heyden is the Marketing Manager for Skyline Displays Australia and has worked with Skyline since 2002. She has been responsible for developing the

marketing strategies, branding and event programs for Skyline throughout Australia. Working alongside the Skyline Displays Australia Project Management Team, she has also been actively involved with assisting clients in meeting their event marketing objectives and return-on-investment with their Australian trade show displays .