We have taken this and other facts to the people who dutifully staff exhibits in the hope that they will use our information to structure their presentations to meet the needs and desires of their audience.
Dreams are a major factor in all of our lives.
Dreams are fantasy rehearsals that lead us to the pleasantries of life. Exhibitors who understand this process give themselves an edge if they tailor their presentations to tap into this phenomenon and seek to fulfill the dreams of their visitors. A sales trainer once told me that the easiest way to sell something was to paint a word picture of the prospect using the product. Let's listen as we eavesdrop at a local boat show. We know from the smiles on their faces they are pleased by what they see.