Theater is theater, but when it comes to trade shows, business theater is high drama.
By injecting the theatrical into your companys presence at a trade show or industry convention, you are gaining added value to your trade show exhibit appearance.
It takes a special skill for business presenters at trade show exhibits or at a convention keynote address to capture an audience and mesmerize them with a persuasive message. Properly staged, your trade show booth can add excitement and drama to your product story.
The most effective trade show booth personnel require an actors flair for the dramatic and an ability to win its audience. Similarly, if your companys top guns are to deliver the conventions keynote address, they need to be groomed to perform like a Broadway actor.
A case in point would be Microsofts Chairman Bill Gates at the Consumer Electronic Show in Las Vegas in January 2006. Gates gave the keynote address and was also able to highlight features of the new version of Windows designed to appeal to the average consumer. With engaging and inspiring articulation, Gates demonstrated new photo-editing tools and a revamped media player...
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