Without a shadow of a doubt, imagination and creativity need to permeate from every pore of your exhibit marketing program. How can you tap into creativity and imagination that exists in your organization to cast prizewinning spells to enhance your exhibiting program? Stop being an adult - be childlike

At core of every attendee is a little child yearning to escape. What can you do to help them do that? What can you do that incorporates what we all loved as children — fairy tales, story-telling and make-believe games? Disney managed it very successfully, and now, so did J.K. Rowling. What would a five-year old do to add some magical power to your exhibit marketing program? Break and bend rules

To get what you want, you often have to break and bend rules, especially when it suits your purpose. Most advances in science, medicine, music, art and design came as a result of someone being prepared to challenge norm and try a different approach. What scary rules could you secretly break? Do what you know

Take something you know and do well and add a little something else to it, and then add something else. Very soon you will take on mark of a wizard and transform what you have into something new. What creative things can you do with what you know, and what resources and solutions are right in front of you? Think outside box

It’s easy to only look at exhibiting from one perspective especially when you exhibit within one particular industry. Often, best ideas come from cutting across different boundaries, for example, how could you integrate weird and wonderful potions, charms, giants, dragons, cauldrons, crystal balls and like into a scientific or machine tool setting? Make a point of looking outside your particular situation for enchanting ideas. Plot out what you want to do before you begin

These are scary situations and it is not unusual to be at a loss for words at such times. In fact, you may avoid these situations all together just so you don’t have to face overwhelming fear.

I want to help you erase that fear and find words that will give you confidence to call sellers, write advertising, and present offers. The concept I am about to present is fundamental in developing a successful marketing message.

Have you ever read an ad like this?

“The Braun® Multiquick Hand Blender offers a 200-watt motor, stainless steel shaft, five-blade chopper attachment, and aerator head.” (Karen Thackston 2004)

Why in world would I buy Braun® Multiquick Hand Blender after reading this description? Why should I care about a 200-watt motor or a stainless steel shaft? I am sure this is an accurate description of product’s features, but why do I care? What if it read like this?

”The Braun® Multiquick Hand Blender is a priceless tool for any cook with a busy schedule. Its powerful motor enables you to chop, whip, puree and blend with lightning speed. Its stainless steel shaft holds up to years of use without bending or breaking. The Multiquick's five-blade attachment gives you ability to finely chop or grate even hardest cheeses and nuts with ease. And specially designed aerator head incorporates air into liquids and sauces you blend, making them light and fluffy. You'll create delicious meals with ease and be out of kitchen in record time.” (Karen Thackston 2004)

OK. So if I want to blend at lightning speed and make my sauces light and fluffy or if I want to finely chop hardest of nuts without breaking or bending my blender, then it sounds like this is appliance for me.

What was different between these two descriptions? The first only listed features. The second communicated benefits. The first is more about product. The second is more about what is in it for me.

A feature is simply an attribute of a product or service. A benefit is what/how feature adds value to customer. Successful salesmanship communicates benefits.

Let me give you just a couple more examples.

“Open 24 Hours” is a feature.

A benefit that speaks value to your prospect is, “When your pregnant wife craves pickles and ice cream at 3 a.m., you know where to get it.”

Here is a real estate example: