4-Dimensional Storytelling for. B2B Exhibitors

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1 4-Dimensional Storytelling for B2B Exhibitors Travis Macdonald Scott Trobaugh

2 2 Presenters Travis Macdonald has successfully leveraged two creative writing degrees into the more practical art of copywriting. For the better part of the past two decades, he has honed his storytelling expertise on the subject of B2B marketing communications, innovations and best practices. In his current role as Creative Director at Godfrey, he helps clients deliver disruptive and memorable tradeshow experiences that move people from audience to action. Scott Trobaugh is Vice President and Executive Creative Director at Godfrey, an exclusively B2B marketing agency. Applying his design education to the world of business, Scott leads teams in creative problem solving for top industrial clients with the goal of tethering outlandish ideas to workable business realities. Art, copy, code, tech all of them must serve the big idea, the north star by which messaging is successfully navigated.

3 3 Once upon a time, in a land not too far away, people thought B2B communications needed to be boring. Because business, after all, is serious stuff, right? And serious business with serious people calls for serious communications. Rational arguments. Facts and figures. Charts and graphs. 3rd party-verified statistics. Analytical proof. Then one day, a business person went to work and decided to be a person first and a business second. It turns out that, beneath all the seriousness and statistics, there was a foundation of human emotions that was driving every single purchase decision. And those emotions weren t being driven by spreadsheets or analytics reports. Those numbers were great for rationalizing business decisions. But they weren t the trigger behind them. This was the beginning. And in the beginning was The Story.

4 4 Human beings are hard-wired to remember stories. Not statistics. Why? Because, for millennia, our very survival depended on our ability to read and share the information written down in our surroundings. The first stories were animal tracks. Understanding the patterns and behaviors of potential prey helped early hunters overcome our natural disadvantages of strength and speed. These stories also helped us avoid becoming prey. The ability to interpret and relate these stories created an evolutionary advantage. As languages and cultures grew and became more intricate, the tales we told became richer, more detailed. That s no coincidence. Because stories are more than just survival tactics. They re teaching devices. They convey information in a way that resonates with the human experience. They re memorable because they make an impact that we can feel deep down in the emotional decision-making centers of our brains. Statistical analysis and computational comprehension, in comparison, are relatively new inventions in the overall scope of human history.

5 5 So what does all of this have to do with B2B tradeshows and exhibitions? Fast forward a few dozen millennia from cave paintings to computer screens. Today we have more ways of conveying information than ever before. With all of this information to process, it s no wonder we tend to rely on numbers and data to get our messages across. They offer a convenient shortcut. But without a good story to provide context, that message is likely to be lost on your audience. Numbers play an important role in the storytelling process (3 little pigs, 7 dwarves, 3 bears, etc.), but without the right story to support them, the numbers lose their meaning. The reason is simple: Stories unite the left and right hemispheres of the brain by using a logical path to lead your audience to a point of emotional connection and reward. Here s what you need to create a powerful story for your B2B brand >>

6 6 The Hero Who is the hero of your story? The biggest mistake you can make is thinking that you are the hero of your B2B brand story. You re not. Your customer is the hero. They need to see themselves in the story of your business. Don t worry You ve got a much more important role to play. Know your buyer Who really needs what you re selling? What are her problems? What are his hopes and dreams? How can you empower them?

7 7 The Guide Who will lead your customers to their goals? This is where your business comes in. Dante had his Virgil. Luke had his Obi Wan. Cinderella had her fairy godmother. The role of the guide or trusted advisor is an essential element of any good story. They keep the journey in perspective and the plot moving in the right direction. Know your brand What are your unique strengths? What are your shortcomings? Who cares? Who SHOULD care? What s your brand personality/voice?

8 8 The Setting Where does your story take place? Now it s time to set the scene and develop some back story. Creating a relatable story requires context. Paint a picture for your audience. Make it as detailed as possible. You don t need to describe every grain of sand, but you d better know the lay of the land. Know your competition What s the market landscape look like? Where does your competition own the market? Where can/do you compete? What can they NEVER do?

9 9 The Challenge What stands in between your hero (the customer) and success? In every journey, there are obstacles to overcome. Hardships to endure. Problems to solve with the right mix of grit, ingenuity and perseverance. What is the most important problem your brand can solve for your buyers. Can you do it better than the competition?

10 10 The Plot How will you help your hero reach their destination? The cast of characters has been identified. The scene is set. The challenges are looming. Now it s time to navigate the space between point A and point B. How will you help them reach their goals and achieve their dreams? Chart an unexpected course: What will surprise and delight your audience? How can you tell a different sort of story? The kind that exceeds expectations? What will give your audience an unforgettable experience?

11 11 Telling the Tale Now that you have the structure of your story in place, it s time to bring it to life. To make it your own. To tell the story that your business and your business alone can tell. Throw away the familiar templates and formulas. Ditch the stock photography. Now is not the time to cut corners. Because the shortest distance between your business and your client s success is never a straight line. An engaging story (especially in the context of a tradeshow booth) is not linear, it s immersive. It is experienced simultaneously on multiple levels and through multiple senses. Therefore, creating a truly engaging B2B tradeshow experience requires you to think in multiple dimensions.

12 12 The 4D Experience Direct Engagement Delivery of Information Dynamic Narrative Design Visualization

13 13 1. Dynamic Narrative Words matter. They are the music that sets the tone for the entire experience. They should resonate with your visitors long after they ve left your booth, playing like a soundtrack on repeat. Literary devices to be used in moderation include alliteration, assonance, metaphor, etc. Dynamic Narrative

14 14 2. Design Visualization The colors you choose, the images you use, the movement of people through the booth. These are just a few of the design elements you need to consider when telling your story every aspect of the experience you create needs to engage the eye as well as the ear. Good design goes beyond pretty pictures: e.g. layout, vertical space, experience design, moving images, projections, etc. Design Visualization

15 15 3. Direct Engagement Your visitors should feel like they are part of the plot at the moment it is unfolding. Think about the experience you want visitors to have. Is your booth a monologue or a dialogue? A romance or an action movie? Is there a single path or is it a choose-your-own-adventure? Direct Engagement

16 16 4. Delivery of Information What do you want your audience to walk away with? What is your core message? That always comes first. Never sacrifice substance for style. But don t forget about the data. The facts, figures and statistics are important, too. Just make sure they re woven into the fabric of the overall story. Delivery of Information

17 17 Seven Stories Throughout human history, the billions upon billions of stories ever told can be boiled down to 7 basic tales: 1. The Quest 2. The Comedy 3. The Tragedy 4. The Rebirth 5. The Journey 6. The Monster-Slaying 7. Rags-to-Riches As we go through the case studies, use the space below to identify which story fits with which plot line. Finally, start thinking about which type of story you want to tell for your business.

18 18 Travis Macdonald Creative Director Godfrey Connect with me on LinkedIn Scott Trobaugh Vice President/Executive Creative Director Godfrey Connect with me on LinkedIn