Crafting a clear and concise position for your company so that trade shows are effective. That was the key to this session. But I'm not sure it flowed as easily as it should have.
There was a bit of disconnect in the flow from setting up the positioning statement to extracting the messages for use in the exhibit, but I'm sure it will come to me as I re-read my notes. However, Marilyn Kroner's (Kroner Communications, Boulder, CO) did make a great effort in mapping her process.
Again, the key is defining your company's position in the marketplace so you can translate it to the messages (and into the form) you want to deliver at your trade show. She capped her presentation with a discussion on how to train your booth staff effectively and engrain the messaging into their presentation and work on the floor.
Marilyn also took to her soapbox (and justifiably so) about trade shows needing to be auditable as other media are (advertising). Thanks, Marilyn, for reinforcing this important cause.
Lesson learned: Bring the right message or messages to your audience by understanding your position in your marketplace.