NEWS & UPDATES

September 7, 2007 In Archives By Advent

Perspective

I did some­thing that I don’t usu­ally do the other day; I sat in the pas­sen­ger side of my car.  I am usu­ally in the driver’s seat.  I take two of my four sons to school every week­day. On this day, I sat in the passenger’s seat to retrieve some­thing that had fallen on the floor.  I saw all kinds of things from this new per­spec­tive:  gum wrap­pers, receipts, pen­cils, etc.–things I had not seen sit­ting in the driver’s seat everyday.

To achieve effec­tive trade show results, it is crit­i­cal to change your per­spec­tive as you ana­lyze your mar­ket­ing plan.  Oh I know we have worked really hard as man­agers to be in the driver’s seat, to be in con­trol of our deci­sions.  We want to approach and make deci­sions swiftly—it’s a sign of good man­age­ment.  And yet the loom­ing $24,000 ques­tion is “what does our mar­ket­ing look like from our audience’s per­spec­tive?” “What does the prospec­tive cus­tomer see?” Not “what do we want them to see?”

As we help clients make smart exhibit­ing deci­sions, one of the con­sis­tent chal­lenges we ini­tially face is a self­ish brand per­spec­tive, one that con­sid­ers the things that are impor­tant to the com­pany, the mar­ket­ing depart­ment, the sales team, or the prod­uct devel­op­ment folks but fails to con­sider what the cus­tomer val­ues, sees, or perceives. 

Sit awhile in the pas­sen­ger seat.  The view is different.

Authored By Advent

Advent partners with organizations to help them visually express differentiation.