Marketing is all about making a meaningful differentiation.
You simply have to look, feel and be different. Being different gets you noticed. And, “If you don’t get noticed, you don’t have anything."
You just have to get noticed. The challenge is how?
We live in a world of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. Today, we are fortunate to have have way more than trillion web pages of information at our fingertips. The unfortunate part is, as humans our brains can consume only so much information at any given time. Given this digitalscape that we preside over, it is quite challenging for a brand to strike out as unique. Thus, brands are latching on to emotional marketing. Talk to the intellect, you will perhaps get them to pay attention. But, talk to the heart you will get them to take action.
Easier said than done: many companies are struggling to become truly customer-centric and thus failing to fully leverage the potential of their brand and deliver on brand equity.
However, if you are exhibiting at trade shows your chances of striking out as a unique brand player and create a meaningful difference suddenly got a whole lot bigger and better.