Dustin Geddis

Marketers Prioritize a Globalized Digital Presence - eMarketer

It’s not Magic, it’s a story.

I am onsite at Magic / Project 2012 in Las Vegas this weekend helping to set up my client’s booth. While walking the halls of Magic, I quickly realized that this event gives brands—over 2,000 to be exact—an opportunity to tell its brand story. From elaborate build outs, to a minimalist approach, each brand is vying for buyers attention in hopes of securing orders for the upcoming seasons—for some this is a make or break opportunity, one that isn’t better left for chance.  

Come Monday, the level of noise and distractions in the expo hall will be overwhelming, where brands will try to be the loudest to get a buyer’s attention. Which begs the question, if I am a smaller brand—and by small I am referring to brand awareness and/or budget—how can I get the attention of buyers who would be interested in my line? 

It’s a two part answer:
1) Be proactive and get in front of your potential buyer(s) early on. Schedule meetings, let them know you will be at the show, send them samples / collateral to beter understand your brand, your end-consumer and overall strategy. 

2) Deliver a powerful brand story, through the product you show to your booth design. Deliver a story that clearly communicates who you are as a brand, what you do / offer, and why it matters to your customer. A buyer, within the first 10 seconds of seeing your booth, should get a sense of what the brand is about—the one to two most important messages you want to communicate.

You don’t have to be loud to be heard. But you do need to be clear and on point.