A customer-centric approach to your presentations facilitate more engagement.  Your booth and exhibit space provide a unique opportunity. Make sure you capitalize on these events by creating a customer-centric presentation right out of the gate. 

Like you, every year we attend numerous conferences and events (see our calendar). As exhibitors try to be more engaging and cut through the “noise”, I’ve noticed that more and more companies are using multimedia presentations in their booths to increase traffic. With development costs coming down and lower costs for technology, such as laptops and projection screens and capabilities improving with software products like Macromedia’s Flash and Director, multimedia presentations are within reach for most companies.  It’s easy for the bells and whistles to take front and center.  Remember, success lies in having a presentation that connects with your customers.  And that means your presentation, no matter how much glitz and glam needs to be customer-centric.

Five simple ways to make your presentation more customer-centric

You don’t need to break the bank to make your presentations more customer-centric.  Follow these five simple guidelines.

1. Make Your Presentation Tangible. You’ve captured their attention at the show and hopefully you have a post-event follow up plan.  Every person who went through your booth, went through scores of others.  Many exhibitors offer a “memento”.  Unlike typical giveaways, including your presentation on that give away flash drive or some other medium can add a lot of value to your company. When most companies are making a buying decision or developing brand preferences they engage in a relatively complex process. Even seemingly simple decisions require message repetition and usually multiple decision makers.  By providing your presentation in some type of physical  format your stakeholders have a continual tangible piece of reference material.  More importantly, you’ve equipped your potential champion with information to help them push the decision through the buying process. The point here. Find a way to arm your biggest advocate with the necessary resources to build a business case for you.

2. WIFM: Most people just want to know what is in it for them. Being customer-centric reflects how well you understand their problems, needs, challenges, and process. Therefore, keep your corporate background in your presentation to an absolute maximum of 15% of your message. Instead focus your presentation on the specific points that support your unique value proposition and how your product or services can solve your prospects’ problems.

3. Professional graphics please: Whether you use an outside firm or create your own presentations your graphics need to look like they were cut from the same mold. Over time people tend to reuse material from years past and combine them with new content and graphics. Eventually your graphics begin to look more like a hodge podge. Your graphics are key to your story and need to be work and play well with each other.  Go back and redo any old graphics. For simple diagrams, charts and graphs, this is usually relatively easy and inexpensive. Photographs are another area to improve. Always use professional photography and video production firms. If professional photography and/or professional video production are not an option because of budget constraints your multimedia studio should be able to effectively convey your message with selected use of stock/royalty-free photography, graphics, and animation.

4. Consistent Design: Manage your brand! You only have one chance to make a first impression. Make sure your design elements such as fonts, graphics and layouts are consistent with the rest of your marketing materials.

5. Use a High Quality Monitor: You’ve gone to the effort to create a strong customer-centric presentation.  It took a lot of time time and effort. Don’t let it all be for naught because of display technology.  Use the largest best quality screen you can afford.

FAQ:

Q1: Why prioritize a customer-centric approach in booth presentations?

Q2: What are five practical ways to make presentations more customer-centric at events?

1. Make Your Presentation Tangible: Provide your presentation on a physical medium (e.g., branded flash drive). This gives prospects a lasting reference and equips internal champions to advocate for your solution during the buying process.
2. Emphasize WIFM (What’s In It For Me): Limit company background to 15% of your content. Prioritize your unique value proposition and how your solution addresses attendees’ specific problems.
3. Use Professional Graphics: Ensure all visuals are high-quality and consistent. Avoid mismatched or dated images. If budgets are tight, use curated stock photography and animation to maintain professionalism.
4. Maintain Consistent Design: Align fonts, graphics, and layouts with your broader brand identity. Consistency reinforces trust and professionalism.
5. Invest in Display Quality: Present your content on the best monitor or screen you can afford. High-quality visuals deserve high-quality display technology.

Q3: How does a tangible presentation aid the buying process?

Q4: Why limit company background content?

Q5: What’s the impact of consistent design and professional graphics?

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