Mastering Message Driven Communication for Trade Show Success

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Why do we exhibit? The reasons often echo the same themes: brand awareness, showcasing new products, keeping pace with competitors. These may seem like solid justifications, but are they truly enough to make a difference?

The theory of Message Driven Communication tells us that communication is never just about education—it’s about driving our audience to take action. If we want to create a lasting impact, we need to move beyond basic objectives like brand awareness and product showcasing.

It’s time to unlock the true potential of Message Driven Communication and revolutionize your trade show program. In this session, you'll be introduced to a process specifically designed to steer your strategic communication at trade shows, serving as the bedrock of your entire exhibit strategy. This tool will help you forge genuine, meaningful connections with your target audience, leading to the actions and outcomes that truly matter.

After participating in this session, you will be able to :

Learn the most effective way to answer the following question: “Why do we exhibit at trade shows?”
Better understand the theory of “Message Driven Communication” – understanding its history, what it means and why it is different.
Gain a step-by-step tool, that you can put to use right away, that will allow you to put the power of Message Driven Communication to use for your trade show program

IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour.

Jamie Vandeberg

Creative Director

Exhibit Concepts Inc.

Jamie is a seasoned Environmental Designer, Interpretive Planner, and creative leader with over 25 years of experience. Jamie has expertly crafted diverse experiences, collaborating with Fortune 500 companies on commercial projects and leading national, regional, and local initiatives on the institutional side. Jamie’s deep passion for creativity extends beyond innovative solutions to include nurturing and developing the creative potential in others. Whether leading large-scale projects or smaller initiatives, Jamie excels at inspiring teams and individuals to unlock their creativity and achieve exceptional results.

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