Brand Design, Brand Marketing and Brand Psychology

Trade Show Exhibits: ENGAGEMENT in the Age of Enlightenment!

Posted by sarmistha tarafder on Feb 28, 2017 11:54:21 AM



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When speaking at meetings or being engaged in conversations at conventions and trade shows, the conventional advice for preparing is to tell yourself you're great, there's no way you can fail.
The more effective stratagem: Instead of saying "I'm the best and I can do it," ask "How can I do it?" It's called "interrogative self-talk," and has been shown to be more effective than positive statements alone. Asking questions leads to answers. It gives you strategies for carrying out your task right at the top of your mind, and reminds you of your motivation. Source: To Sell Is Human: The Surprising Truth About Moving Others

Welcome to the Age of Enlightenment

Enlightenment is not about knowing as much as it is about unknowing; it is not so much learning as unlearning. It is about surrendering and letting go rather than achieving and possessing. It’s more about entering the mystery than arriving at a mental certitude …On the Threshold of Transformation
We need a different set of tools to navigate in this new paradigm. "It's multidisciplinary. It involves elements of design, empathy, and symphonic thinking. It's self-directed rather than "managed." And it's animated by a sense of purpose."

Below is a snapshot of 'do's that work!


Smile: It is Contagious

“The world is like a mirror; frown at it, and it frowns at you. Smile and it smiles, too” ― Herbert Samuels
Professor Ruth Campbell, of University College London, professes the idea of 'mirror neuron' in the brain that triggers the part responsible for the recognition of faces and expressions and causes an instant mirroring reaction. In other words, whether we realize it or not, we automatically copy the facial expressions we see. Science has proved that the more you smile, the more positively you will be accepted. This is the baseline when it comes to the Rules of Conduct.


Be Interested. Uphold Transparency 

"When people talk, listen completely. Most people never listen." ― Ernest Hemingway
It easy to read off a script and go into features and benefits. Engaging at trade shows is not about you. It is about them. Inquire about their needs and how you may satisfy them. What are they here for? What are they looking for? Perhaps they are here for the IPAD contest. Listening to your demo could be only a pretense. Whatever, that may be, identify it and be transparent in the conversation. Transparency leads to better lead analytics.


Be Interesting. Respond with Humor and Grace

"Life is 10% what happens to you and 90% how you react to it." ― Charles Swindoll
Every potential prospect is a "viral sparkplug". Use targeted words that captures their attention and augments their curiosity. Be brand specific and benefit intended.


Surprise and Delight

"The most delightful surprise in life is to suddenly recognize your own worth." ― Maxwell Maltz
The element of surprise often consists of giving away things for free — “This one’s on the house” — and can make someone's day. The 'coolness' of the "free" give away sparks delight. "A great gift is buzzworthy; it’s organic, it’s exceptional, and it makes people unable to not say something". A surprised person is a delighted one. Word-of-mouth take a life of its own.


Draw a Crowd. Propagate your Brand

According to convergence theory like-minded people come together to form a crowd.

At conventions and trade shows, comedians and tricksters propels the formation of crowds. However, when you pepper their act with the features of your product, observe what happens. The crowd goes through a distillation process. What remains is the cream of the crop. This is what you want.


The Art of KISS

“Simplicity is the ultimate sophistication.”― Leonardo da Vinci
We live in an international age of inter-connectivity. We are faced with increased complexities and the need to adapt to the changes is fast and furious. Perhaps to maintain our sanity we are leaning more towards simplicity. Employ simplicity in your exhibit design and in your product presentation. Break down complex ideas and numbers and express them in its simplest form. Simplify your product message to amplify your brand resonance.


The Act of Gratitude

"I would maintain that thanks are the highest form of thought, and that gratitude is happiness doubled by wonder." ―Gilbert Chesterton
Gratitude is the bedrock for building strong code of conduct. Express your commitment. It is not just in your mind but in your heart and gut as well. Thank your customers, appreciate your prospects.


“The New Paradigm requires a leap of consciousness. It invites us to find the balance between rationality and intuition, between inspiration and application. This balance has always been a feature of great geniuses like Leonardo and Edison but now it must become the standard for all.”

Topics: Exhibit Design, Art of Business, Art of Presentation, Custom Modular Trade show Booth, Art of Marketing, Modular Booth Design, Sarmistha Tarafder, Skyline Bay Area, Art of Creation, Art of Thinking













































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Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!