At every trade show — and at InfoComm specifically — we see some of the most jaw-dropping technology in the AV world. With the show right around the corner, is your story ready to stand out?
You’ve got the tech. Your product checks every box. But if you’re still leading with specs and hoping people will engage, it’s not enough.
In today’s crowded market, what separates good from great isn’t innovation alone — it’s storytelling. So, how do you craft a story that actually connects with your audience? Here’s how to build a story-first marketing approach that makes your message memorable, not just informative.
Start with the Problem: Make It Relatable
The most compelling stories don’t begin with “Look what we made!” They begin with “Here’s what we solved.”
Every product should respond to a real demand. Highlight the challenge your audience faces, and make it specific, emotional and real. Instead of jumping straight to the solution, take a moment to say: We see you. We get it. We’ve been there, too.
Whether it’s a team struggling to collaborate in hybrid meetings or a venue searching for seamless digital signage, showing you understand the problem builds trust and keeps your audience engaged.
Introduce the Solution: Show, Don’t Tell
Once you’ve set the stage, introduce your product as a solution. Whether it’s before, during or after the show, focus less on what it is and more on what it does for customers.
This is where case studies, testimonials and real-world examples shine. Don’t just explain the specs — show how your product transformed a customer’s experience. Keep the spotlight on the user, not the tech.
If you’re launching at InfoComm 2025 tell us how your solution saved a university IT team hours of setup time or helped a Fortune 500 company reimagine hybrid collaboration. That’s what resonates.
End with the Transformation: Paint the “After” Picture
Stories work because they promise transformation. Your audience wants to know what life looks like after your product enters the scene.
This is your moment to paint a picture of success. What becomes easier? Faster? More enjoyable? More efficient? Help your audience imagine themselves using the product —not just owning a new tool, but achieving better outcomes. If your solution removes friction, brings clarity or simplifies complexity, say that. Say it clearly and in a way that feels aspirational,not like a sales pitch.
At the end of the day, even the most groundbreaking AV product can get lost in the noise without a story behind it. So before your next campaign or trade show, ask yourself:
- Are we starting with a problem or a product?
- Are we showing a transformation or just listing features?
- Are we speaking like humans or hiding behind jargon?
The coolest tech in the world can’t connect without context. Your story is the context. Tell it well, and you’ll see your marketing efforts deliver greater impact.
