Create a Human Connection between your Audience and your Brand
Google introduced what it called the Zero Moment of Truth (ZMOT) a pre-purchase phase in which customers curiously search for and process more information. It precedes the first interaction with a brand, or what it calls the First Moment of Truth (FMOT). Google research shows that searching online and talking to friends and family are the top two sources of ZMOT.
Before you exhibit at trade shows and events take stock of your ZMOT.
With technology touching the online and offline physical space, making it possible for the ultimate online-offline convergence — contemplate on how to get connected with your connected customers.
With the 4th Industrial Revolution, upon us, human-centric marketing is the key to building brand attraction, as brands with a human character will be the most differentiated. The process starts with unlocking your customers' deepest anxieties and desires. It requires keen listening and in-depth research into what is known as digital anthropology. Once, the human needs of your customers has been uncovered, it is time for your to sculpt your brand with human attributes that can attract new customers and motivate your audience to indulge in brand inquiry and of course, focusing on building human-to-human connections.
Trade Shows and events are built on the psychology of social commerce. Social psychology is the branch of psychology that deals with understanding individual behavior in a social context. Therefore, it is a study of "human behavior as influenced by other people and the social context in which this occurs." Based, on the work of Robert Cialdini, there are Six Principles of Influence that consumers use to make decisions.
It is the understanding of the above 6 attributes of social commerce that expedites the development of a human centric-brand that gets it's head start with the understanding of Digital Anthropology — the connection between humanity and digital technology.
When your connected customers find themselves in an space of indecision, social proof kicks in to see what other are doing or have done. As a brand, it is imperative that you start sponsoring and or exhibiting at industry event, have the CEOs and the stake holders partake in the growth of the knowledge of your industry and make every effort to socialize your brand
Humans in the era of social commerce who have invested their time, resources and activity in achieving a position of influence are rewarded with a community of loyalists who place their trust in their recommendations. Brands that have invested their exhibiting opportunity wisely have indeed benefited from their position of authority.
Your connected customers like to be part of a small elite group who gets to have special selection of the brand products that are made available during special product promotions at events and shows. Hence, show special only is a very popular brand building modus operandi.
Humans have a natural desire to hang out in their own tribe — brands need to build tribes and facilitate environments where the customers can talk to each other. In a trade venue, think bringing together people outside the show hall.
To sway your audience from their seated belief system, brands need to be consistent in their stature — rather than taking risks, your audience would rather stay safe and consistent with beliefs or past behavior.
The greatest asset of humanity is benevolence. Invest time and effort in genuinely helping your audience. Generous brands are bound to earn something greater than commerce. They will earn "repository of reciprocity."
When Brands want to Influence Customers as Friends, They Must Possess These 6 Human Attributes
Brands that aim to render influence over their customers should have physical attractions that make them unique.
Physical attractions can come from brand identities such as a well developed logo or cleverly-crafted anchor statements. Compelling Product Design or a Dynamic Customer Experience also attributes to the physical attraction of your brand.
Brands with strong intellectuality are innovative and are able to launch products and services not previously conceived by other players in the industry.
Our disruptive innovations, such as Skyline Windscape, Picturescape, Envoy, Skyflyer and other product categories have delighted our customers with ease of use and phenomenal modularity.
Brands with strong sociability is confident, engaging and phenomenal about their verbal and non-verbal communication skills. They converse with their customers and listen to the conversation among their customers. They answer inquiries and resolve complaints responsively. Social brands engage their customers on a consistent basis through multiple communications media
Brands that connect emotionally drive favorable customer actions. They connect with customers with inspiring message and provides them with utility tools that are conducive for their clients' trade and commerce.
Emotional exchange is the currency of the 4th Industrial Revolution.
Brands with strong personability have self-awareness. They are conscious of what they are good at, while admitting what they still have yet to learn. They exhibit confidence in their conduct and demonstrate self-motivation to improve themselves.
They know their raison d'être - Reason for Existence.
Brands with strong moral imperative has the ability to know the difference between right and wrong. They have the courage to do the right thing and over time, they emerge as value driven brands. Appropriate ethical consideration become the key driver of all business decisions.
The brands keep their promises even though the customers do not keep track.
From portable displays to massive custom modular island exhibits, see photos and concepts of exhibits that Skyline designed for a wide variety of exhibiting objectives.