The success of storytelling.

Everyone love movies, whether it’s a an adventure film, a heart warming love story or an epic sci-fi battle scene. In the simplest form of storytelling is that you must have a HERO, he/she goes on an adventure, gets into some kind of trouble, met a ‘sifu’ or mentor, goes into training, saves the situation and returns home safely.

We have to remember that customers buy for their reasons, not yours. Therefore the story has to be about them, and not you. Let’s get started by:

1. Starting off with “Once upon a time…”

A famous cognitive psychologist mentioned that humans are 22 times more likely to remember facts that has been embedded into a story. In your exhibition booth design you may want to conceptualize a theme to support the whole experience.

A strong theme is the foundation of effective advertising because they support your business’s story and objectives.

Here are some ideas that major brands have used in their storytelling :

• Searching for a fulfilling lifestyle;
• Living in a imaginative dream;
• Sharing food or drinks with friends;
• Fulfilling a romantic fantasy;
• Taking part in the adventure of a lifetime;

2. Bring your audience on a Journey

Transport your audience to a new environment with your booth design. Strategize it in a way that each station in the journey gives an opportunity to illustrate your prospect’s pain points. Then let them have an opportunity to engage, ask questions or even take part in quizzes. A professional exhibition emcee can effectively anchor your messages in their announcements.

Don’t be afraid to use vibrant colours in your booth designs. People associate colours with brands very effectively. Also by having bold, crystal clear and easily understood imagery is critical for your trade show graphics as part of your booth design. If every word was removed from your exhibition booth display, the imagery alone should be powerful enough to tell your story.

By having your audience in the story, they relate emotionally thus releasing the neurotransmitter dopamine, which has been proven to make associated information easier to remember and with greater accuracy.

3. Provide them with the all mighty ‘Elixir’

Of course, your product or service is design to help your prospect to ultimately overcome their pain points. At last, your prospect-hero can return home, being enlightened and ready to move deeper into your sales funnel. A very important fact to remember is that your product or service is not the hero. Your prospect is the hero, and you are simply providing them with the solution, method and tool to overcome their problems.

How can you frame your exhibition show audience as ‘THE HERO,’ and not ‘A LEAD?’

Simply by engaging them in your exhibition booth design messaging, you can tap into your prospect’s eternal fascination with the model of storytelling. By creating a prospect journey, educating them along the way, and providing them with your product or service as the solution, you may be surprised to find yourself being the hero in your own industry.