Exhibition messaging should be planned at three levels:
- Brand Level - Reception, Meeting rooms, media rooms
- Offer Level - Segment walls, hero product walls
- Generic Product Level - Product panels
At a Brand level, your lead message will be based on your chosen Context or Narrative and must be linked to the thinking edge.
At an Offer level, your lead message will be based on your chosen Context or Narrative and must not be linked to the thinking edge.
At a Product level, narratives and contexts should not be used. You should link the thinking edge to your product messages, but where a multitude of products appear together, you should avoid obvious repetition of the thinking edge link.
Not all exhibitions will feature all three levels.
||The thinking edge link
|Brand Level - Reception/Meeting/media rooms
|Offer Level - Segment/Hero product walls
|Generic Product Level - Product panels
||Yes, but avoid too much repetition where multiple panels are used
Last updated: 23 June 2016 • 08:58