As AI continues to make its way into business, and just about everywhere else in our lives, we as marketers have to maintain a semblance of humanity. Fortunately, trade shows and events require a distinctly human element; other areas not so much. Historically, it has been a part of our brand to be more abstract and less person-forward in our approach. We recognized that now that strategy can give us a misconstrued image of being entirely digitally generated. We ARE, in fact, a company of people that has been around and employed human beings for over 30 years. We also enjoy doing business with people, both as clients and suppliers. And while we live in this world of SEO and algorithms, we ultimately want people to view our content, not just bots and crawlers. And for that content to be enjoyed by the people that land on it, not just the digital visitors. So as marketers, we have to ensure moving forward that we have humans using digital tools, and not computers using human tools (at best).
To keep this balanced in the favor of humans, we intend to still prioritize human-generated content. We also plan on developing more content featuring humans (photos and videos). We recently began filming for our new video interview series, “Quick Takes on the FrontLine”. Videos around one minute long featuring myself and someone else from the industry, to give relevant insights. We’ll continue to use graphic designers rather than generated imagery for our projects. We will highlight in-person engagements as they arise. For instance, when we attend trade shows or events. Customer service will always be provided by people. We will meet people in-person when they allow. Training for exhibit builds, apparel shopping, whatever it may be, we will have people to meet with you. Lastly, we will continue to support our real local community, and we may highlight that as well, not for kudos, but to show the people behind FrontLine Exhibits.
How do you intend to maintain humanity in your brand? Or is that even a priority? I would love to know your thoughts!