Episode 5 - Have I Got Something Special Just for You

In this episode, we talk about that middle tier of messaging, the stuff below your sign and maybe tagline that people can see as they walk past your booth. It’s a great chance to connect with genuine prospects by zeroing in on what’s in it for them.  We’ll also preview our next Bonus Content, a conversation with client and prospect engagement expert, Cindy Zuelsdorf. 

Transcript

In this episode, we’re gonna talk about that middle tier of messaging the stuff below your sign and maybe tagline that people can see as they walk past your booth. This is your chance to clearly explain your value proposition and connect with the attendees as they go by, clearly telling them what’s in it for them. And in a way you’re serving two masters because you wanna make sure that everybody that walks by gets imprinted with that message and they understand how the value proposition works for them at the same time what you really want is for them to stop and come in and one of the best ways to do that is to leave them wondering and wanting more. So neatly weaving these together is one of the great challenges as you put together the messaging and once again at the risk of being boring, we trust you listen to the episodes leading up to this and you’ve got a message map and priorities and all that stuff in place. 

So for the purposes of this podcast, of the podcast as I said, we’re gonna be following the national Association of broadcasters and all of the collateral workbooks and samples are going to be about a fictional company called Weather Rick. I spent a lot of years working in the Tell-A-Vision Weather graphics technology space and I’ve put together several NAB shows so I thought it be simple for me to just treat this podcast as if I was doing that so we’re gonna assume that I put together a plan for a 20 x 20 booth and I’ve got a handful of demo stations and in a later episode we’re gonna talk about you know what the best practices are regarding demo stations and how to make them work for you to put up but even if you have just a 3 m x 3 m stand in the corner someplace you’re gonna have room for one big bold statement and then you’ll have room underneath that for what we’re gonna talk about in the following episode is the make me fall in love with you on the walls and collateral and all that other stuff the tear messaging

So my goal for this fictional weather company is to convince news directors like we talked about in earlier episodes, the big decision makers, into choosing my product for their television and Online weather coverage. We’ve done a fair amount of research and we know that our product is proving to boost ratings by at least 10%, it cuts down on prep time by 50% and shines during severe weather, which is the number one time people make choices their local media preferences and loyalties. It is also known to pretty much plug and play which IT and engineering love.  

Coincidentally, we have News, Engineering, Sales, and Station management attending as well as a handful of TV meteorologists. 

We’re going to lay out our stand with multiple meeting, presentation, and demo spaces and each one gives us a chance to zero in on each one of these audiences and benefits. 

As Carol Philips talked about in A Room with Many Doors, we’ll build a matrix of benefits and target audience, put our thumb on the scale and bit based on purchasing authority and well use that to write the headlines for our drive by messaging. 

So maybe on wall targets News Directors and says something like Good Weather - Great Ratings, Learn How, another zeroing in on IT and engineering something like Secure, Plug and Play Content. I bet you have even better, pithier ideas. I’d love to share them, send us some fan mail.

To recap, the second tier of messaging has two goals, first is to show what’s in it for the attendees, and second invite question.  

In the next episode we’ll look at the third tier of messaging. The meat and potatoes. Also, coming soon is our next Bonus Content, a conversation with client and prospect engagement expert, Cindy Zuelsdorf. We sat down recently for a great discussion about engaging with prospects and clients. We even talked about booth messaging. 

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