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    New Age Brands: Look Smart, Feel Smart, and Tell Your Story

    “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov

    Joe Chernov, the Content Marketing Leader for Hubspot, is really on to something here. It is gradually becoming rather essential for smart marketers to realise the urgency to prioritise either of the following:

    1. Working towards making the company look smart
    2. Or, working towards making the customer feel smart

    According to Robert Passikoff, founder and president of Brand Keys Inc, there are three kinds of marketers: Those who let it happen, those who make it happen, and those who wonder what happened. Now, the question is…which of the three groups do you fall under?

    Assuming that you’d like to fall under the second group, paying attention to the title of this article is your first step. Can you then kill two or three birds with just a single stone? Of course you can! But much like bowling, you need to identify THE pin you need to strike in order to sink the rest.

    Looking smart vs. Feeling smart:

    Permanent Interiors meet Exhibitions.

    Much like people, when brands look smart, they portray credibility, competence, and confidence. They attract investors and partners who are sharp and observant, or at the least, those who aspire to be. As a brand, looking smart is a habit that unfolds from one main area: your workplace. This permanent interior is the forefront of your business and corporate culture, your first impression, and your inspiration. Often reflective of your corporate identity, your permanent interiors, however widespread, serve as one the main touch points that introduce or extend upon your unique brand experience. Invest in creating a permanent interior that speaks to the consumer about your service offerings, your team, your values, your culture, and most importantly, your storyline. Partner with a designer that will interpret your vision into a drawing and from there forth, into your own signature permanent interior.

    Exhibitions are renownedly known as platforms that grant participating brands the opportunity to put their best foot forward. We know that. But for the New Age Brand marketer, it is apparent that exhibitions allow brands to connect with their audience, share their story, and hear those of others. Make the customer feel smart.

    A customer, partner, or investor feels smart when they believe that they made the right decision by choosing you. They feel smart when you make them feel valued, heard, and appreciated. At an exhibition, brands have the opportunity to express their personality, engage with their audience and listen. Referring back to permanent interiors, when walking into your work place, make your customer feel like you’re ushering them into their favourite restaurant. Make them feel smart.

    Tell your story:

    Roadshows and Mall Displays.

    Every brand started somewhere; therefore, every brand has a story to tell. New age brands cater to the “Y-generation”, and this generation is rather quite inquisitive and knowledgeable. Often intricate, with many facets to introduce and flaunt, brands have plenty stories to relay over a period of time. Participating in exhibitions is often paired with various activations such as roadshows and mall displays, where brands, with the assistance of reliable suppliers, create a brand experience that can be shared in various parts of the world. Supported by accumulated research, and guided by organisational objectives, brands can identify the areas where they can increase their global footprint, acquire more clients and partners, and most importantly, where they can gain more opportunity to understand their audience.

    For as long as your brand operates, there will always be a story to tell. Whether it is the launch of a new product, partnership, campaign or loyalty programme, brands can make use of the roadshow and mall display concept to communicate any new and relevant information. Bring your brand to the consumer and heighten the chances of them investing their loyalties in you.

    SSQ Exhibitions is a design and project management agency that is dedicated to creating targeted brand experiences including: Exhibition stands, roadshows, mall displays, sets and stages, event infrastructure, and permanent interiors. If you would like to contact the SSQuad to discuss your upcoming projects in greater detail, call us on: 011 792 1241 or email us at: This email address is being protected from spambots. You need JavaScript enabled to view it.

    Information retrieved from the following sources:

    - LinkedIn Marketing Solutions Blog
    - Forbes: Brand and Marketing Trends for 2015



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    Besides providing EXSA’s directory of members, an exhibitions calendar and news feed, the EXSA website also offers a wealth of knowledge and industry guidelines available to its members.


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