Why do we exhibit? The answers tend to be on repeat: brand awareness, showcase a new product, our competitors are there, so we have to be. On the surface, these feel like solid reasons, but are they enough? The theory of Message Driven Communication tells us that we never communicate to simply educate - we communicate because we want our audience to DO something. It's time to harness the power of Message Driven Communication and revolutionize your trade show program. In this session you will be introduced to:
 •  The concept of "Message Driven Communication" and its significance in trade show success
 •  A process that is specifically crafted to guide your strategic communication efforts at trade shows.
 •  The art of setting Outcome Driven Goals and how to align them with your exhibiting strategy
 •  The role of compelling storytelling in supporting your message and engaging the audience
 •  The crucial role of audience understanding within this powerful communication framework