I’ve just returned from several days at the Ipex trade exhibition in Birmingham. Why are these events never held in Mauritius or the Seychelles?
Ipex is an international print show – a once-every-four-years occasion that attracts all the industry big-hitters. Multi-million dollar marketing budgets are flexed as exhibitors jostle for the limelight amidst a fanfare of new launches.
Clearly, many months of planning had gone into some of the booth designs. The sheer scale of many stands was impressive. And yet, all too often, the on-stand messaging delivered nothing but bold, bland claims – ‘we do this; we do that; and oh, we do it very well!’ Yes – you and the rest of the hall.
One exhibitor chose another route. Their stand featured larger-than-life cut-outs of their customers. Onto each cut-out was printed a quote explaining how the exhibitor had helped improve each of the customers’ operations.
Amidst all the corporate power-plays and self-eulogising how refreshing to see a company with the confidence to let their customers do the talking.
Content isn’t just about words on the page or on screen. Businesses must take care to find the right messages at every point of contact with customers or prospects.
What you say might be very similar to competitors. How you say it can give you the edge.