A Great Experience!: simply.marketing

Ann Marie Burke | March 8, 2017

There is something about an amazingly simple message that goes straight to the heart of the matter that can literally take your breath away. We think, “It’s so simple!” And you feel energized to be more mindful of simplicity (not to be confused with being more simple-minded).

What is deceptive about simplicity, however, is that it isn’t simple to achieve. A concept, message or design, requires a very complicated process behind the scenes before it reaches a level of true simplicity. It isn’t a process you can enter lightly into or just “try” to do. I would classify simplicity as more of a movement; a deep-rooted belief in its power. And your entire team needs to also rally behind its cause to be successful.

I am reminded of Antione de Saint-Exupery’s observation. “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” As marketers aren’t we also designers? Don’t we design targeted campaigns and other ways to reach the market? Perhaps if we thought more along those lines it would help us to avoid adding complexity, layers and more detail where it isn’t necessary.

The trade show floor offers a tremendous opportunity to put this to the test. All the noise, lights and visual overstimulation make it challenging to stand out. But, rather than doing more, what if you could make an impact with less?

Here are 3 tips on starting the simplification process.

  • Know your audience. Most customers don’t want to know everything you do. They want to know why it matters to them. While choice seems like the most customer-friendly solution, beware the tendency toward information overload when speaking with your client.
  • Know your staff. CEIR research tells us 85% of your success on the show floor is tied to your exhibit staff. Investing in your staff to make sure they are in alignment and engaging attendees properly will have more of an impact than adding another touchscreen interactive.
  • Know your experience. Map out the visitor experience from pre-show to at-show and beyond. Consider how every touchpoint will impact them. Chances are if you don’t understand what you want your guest to accomplish, odds are they won’t either.

Great planning sets the stage for a simply great experience. Join us in the simplicity revolution! Visit mg at EXHIBITORLIVE 2017, Booth #1341, to learn more at our "simply.marketing" 20-minute education session presented by Ben Olson and Ann Marie Burke on Tuesday, 3/14 at 1:45 pm.