According to Jim Gilmore, author of “Authenticity: What Consumers Really Want,” authenticity is the new quality. Exhibitor sums up an online interview with Gilmore: “Today’s buyers want to do business with companies that offer more than quality and affordability—they want to buy from companies they believe in [and] authentic exhibit experiences can help make them believers.
In the past, factors such as quality, cost, supply and service took the cake when consumers were contemplating a purchase. Today, however, is the era of experience. And if you can provide an experience that genuinely represents your company and its products or services, you just may be in for a huge payoff. For some ideas on how to integrate authenticity into your exhibit, keep reading.
Authenticity takes the cake
Authenticity can go a long way in differentiating your exhibit from the competition’s. When planning your next exhibit, here are a few questions you can ask yourself to ensure your booth communicates the real deal.
1. Is your exhibit believable? In other words, does it represent something that both your company and your customers can identify with? You need to establish a connection with attendees and you can’t do that with phony, insincere elements. Make sure any hired speakers or performers are a good fit with your brand. The key takeaways: don’t be an imposter and stay true to your identity. And be sure your giveaways are genuine, too. For instance, a tech-savvy Internet company launching a new service may want to hand out a portable power bank.
2. Is there an element of your business you can bring to the booth? Bringing cultural elements your business is known for to the show floor is a great way to convey authenticity to customers and would-be customers. This could be as simple as bringing a fun game or business ritual from the office to the booth.
3. Is staff authentic and unscripted? In “Trust Me: Four Steps to Authenticity and Charisma,” Harvard’s Nick Morgan outlines a four-step process that encourages speakers to use their own personal speaking style to convey authenticity. The premise is that when words and body language are in conflict, body language takes the win every time. So throw out the scripted sales pitch and try Morgan’s four-steps: Be open, connect with your audience, really listen and be passionate about what you’re saying.
Staying true to your brand and everything your company represents will allow customers to make an adequate assessment of who you are and if your company is one they want to do business with. Authenticity will take the cake, every time.
Find out more about your trade show exhibit options by meeting with one of Exhibit Systems’ account executives. Give us a call at 877-252-5065 to set up an appointment.
“Authenticity.” 4imprint Trade Show News, Web, August 6, 2014
“The New Exhibit-Marketing Currency.” EXHIBITOR Online. N.p., n.d. Web. Retrieved 28 May 2014.
Sinicki, Lisa. “Trade Show Marketing Lesson from Johnny Weir: Authenticity Stands Out.” TSNN Trade Show News. N.p., 13 Feb. 2014. Web. Retrieved 28 May 2014.
Morgan, Nick. “Trust Me: Four Steps to Authenticity and Charisma.” Public Words. N.p., 31 Dec. 2008. Web. Retrieved 28 May 2014.