Episode 009 – Using the Power of Improv at your Trade Shows (Part 1) – Interview with Roger Miller of Tues@7Show Notes from Interview with Roger Miller – Part 1Introducing Roger Miller – a right-brained person in a left-brained world. Roger has the unique background combination of being in the not-very exciting medical Insurance industry, and also a special effects makeup artist! Roger has been involved in many shows in both of his worlds – insurance and special effects makeup. He draws on inspiration from both to give great tips and value for you and how to do things differently in your booth for greater customer engagement and results. Tips for doing things differently at the trade show booth:·       Learn from Experiential shows that are extremely creative. The energy, creativity, engagement, live streaming, multi-media and more are used in more of the arts, theater and creative industry shows.·       Iconic characters are one way companies can brand themselves and build on themes·       In the insurance industry, think of Progressive’s “Flo” and Allstate’s “Mayhem”·       Memorable and effective for very different reasons·       Flo is good but Mayhem is great because his character immediately ties to the benefits of having insurance.·       But think about characters like that and what make them memorable. Then think of those aspects and how you can create a character or a brand image using those characteristics.·       Try to bring the same kind of creativity to the show floor and use it in a way that stops attendees in their tracks and allow you to engage in new and exciting ways.·       Obviously this takes planning with your team prior to the show to give you enough time to execute your plan.·       Figure out what emotion you need to get from your audience. Is it fear, like in the insurance industry? Is it desire? Or something else?·       Then its about taking it to the next level – taking your attendees to a place they haven’t gone or typically don’t go at a trade show.o  For example – at an auto show go beyond just letting people sit in one of your cars and give them an immersive test drive experience.·       Step 1 is Drawing Attention – how do we actually get people to stop.·       Step 2 is Engaging the attendees·       If you are in a more traditional business industry like insurance, being creative will really help you stand out at your next show. However, if you are in a creative field like art, music or theater, then you really have to ramp up your game because everyone there will be employing creativity.·       Don’t call your booth...

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