Nov 18th, 2025 10:00 PM
Pacific/Midway (GMT-11:00)

The FEEL #13: The Magic of Storytelling for Exhibitor Success

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Description

Many B2B marketers believe their customers make purely rational decisions, that the purchasing-committee have clear criteria to guide their decision devoid of emotion.

While true to some extent, they are human afterall with their tendencies and biases.

Google actually partnered with CEB's Marketing Leadership Council to research this. Through marketing research firm Motista. they surveyed 3,000 purchasers of 36 B2B brands across multiple industries.

Surprisingly they found out that B2B customers are significantly more emotionally connected to their vendors and service providers than consumers (B2C).

"B2B purchasers are almost 50% more likely to buy a product/service when they see personal value - such as opportunity for career advancement or confidence or pride in their choice - in their business decision. They are 8x more likely to pay a premium for comparable products and services when personal value is present."

This is where storytelling does magic in bringing B2B brands to life by creating emotional connection with the audience.

Storytelling can improve your conversion rates by up to 30% (Search Engine watch), imagine how much higher if the stories were told in person vs having to read themselves?!

However how many exhibitors are engaging their visitors with great storytelling? When was the last time you felt so emotionally engaged by the stories told by a booth staff?! Well I can hardly remember any...

Now you might wonder: 'How can exhibitors leverage on storytelling to build trust & engagement?'

That is why we invited Steve Multer who has over 25 years of extensive experience in the tradeshow and events industry, primarily as professional keynote speaker, corporate spokesman, and presentation coach.

He is a recognized expert in corporate storytelling and audience engagement, having delivered more than 20,000 talks at over 1,000 events, reaching more than 2.5 million people.

His book Nothing Gets Sold Until the Story Gets Told highlights the importance of human-to-human connection and authentic storytelling, which is what B2B tradeshow engagement should be all about.

Rundown Event

The following is a rundown plan for this event.

18/11/2025
15:00 - 15:03

Opening

About LiveLife & The FEEL

18/11/2025
15:03 - 15:05

About Steve

His background and journey

18/11/2025
15:05 - 15:07

How to hook a passerby?

18/11/2025
15:07 - 15:11

Early tradeshow days

18/11/2025
15:11 - 15:17

Common mistakes exhibitors make

18/11/2025
15:17 - 15:22

Misconception about storytelling

18/11/2025
15:22 - 15:25

What makes a story memorable?

18/11/2025
15:25 - 15:29

Story vs conversation script

18/11/2025
15:29 - 15:33

Role of booth in storytelling

18/11/2025
15:33 - 15:36

Booth as performance stage

18/11/2025
15:36 - 15:39

Talk with visitors, not at them

18/11/2025
15:39 - 15:42

How short/long a story should be?

18/11/2025
15:39 - 15:43

Human connection

18/11/2025
15:43 - 15:47

Horizontal vs vertical tradeshow

18/11/2025
15:47 - 15:50

Effective storytelling pillars

18/11/2025
15:50 - 15:53

Engaging the 5 senses

18/11/2025
15:53 - 15:57

Speaking opportunities

18/11/2025
15:57 - 16:00

Consistent & continuous story

18/11/2025
16:00 - 16:06

Summary & next guest to invite

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