“…Still, a man hears what he wants to hear
And disregards the rest.”
That’s a line from a Paul Simon song, The Boxer, recorded by Simon and Garfunkel.
And it happens all the time. “Selective hearing,” according to my wife, and perhaps many other spouses.
But does that sort of thing happen on the tradeshow floor? Do people see what they want to see and disregard the rest?
Do people see that cool, shiny new product and disregard the great support that your team offers for every purchase?
Do your visitors see the famous author in your booth, wait in line for a free autographed copy of her new book, and yet fail to see the great products that you’re selling?
Do attendees see the giant spinning logo above your booth but fail to see how your company’s story relates to them?
Of course, there’s no way that everybody at a show will see every aspect of your (or other) booths.
So what are they missing that you might do a better job at communicating to them?