Trade show marketing strategies are successful only when the art of persuasion is efficiently exercised on prospects. This is where storytelling can help marketers create brand value for their companies to stand apart from competitors at trade show events. Storytelling is effective in building a positive perception of businesses because it helps people to connect with a brand on an emotional level.
This is the reason why a brand’s marketing campaign that tells a story to communicate how their products and services can help their consumers is far more effective than hard-selling advertisements.
In today’s blog post, we’ll give you some essential tips on how to use storytelling for your brand in trade shows.
Emphasize the Origin Story
Talking about your brand’s origin helps you demonstrate to your prospects where you started from and what you stand for. Tell a compelling story of your history, origin, and founder to help customers and prospects take interest in your brand on a deeper level. It’s also an effective way to add personality to your trade show marketing.
Include Employee Stories
Employees represent your company and help you define your brand. Including the achievements of your employees and presenting them as your brand ambassadors in your story is a great way to highlight how much you value them in your company. This will also make your company stand apart based on the culture you promote. Share behind-the-scenes stories, their personal experiences in your company, and more in a video series at your trade show booth and on your social media channels.
Share Customer Stories
One of the most efficient ways to build brand credibility and authority is by presenting the stories of your satisfied existing customers when communicating with your prospects. Include compelling customer testimonials in your storytelling strategy. Make sure that the testimonials you choose demonstrate problems the customers had and how your products have solved their problems or improved their way of life. Remember, the more detailed the customer stories, the better.
You can mix a series of written and video testimonials in your presentations when interacting with your prospects. These stories will help convince them about your brand as they’ll be able to witness how your products and services have actually made a difference in the lives of your customers.
Inspire Your Prospects to Take Action
Stories are an excellent way to motivate your prospects for responding to your calls-to-action. Your storytelling, therefore, needs to be inspiring. For this, make sure that you understand your prospects’ needs, use motivational language, relate to their interests, and encourage them to take action by explaining how they’ll be benefited.
Note that strategic storytelling is so powerful that it can change consumer behaviour and attitudes towards your brand. You need to be authentic and focus on your prospects’ way of thinking to design an effective story for building an emotional connection. Also, your story needs to be well-told with the right mix of educational and engaging elements.
Use these stories on every marketing media possible such as your trade show displays, websites, blog posts, social media posts, and employee profile pages. With consistent storytelling, you can win the trust of your prospects and maximize ROI.