At trade shows and events, every brand needs a character. Whether its your regional salesman setting up shop with a conventional booth or a gaggle of hotties passing out free neck lanyards like leis with your logo on them, brands are represented by characters at these events every day. But can't they do better? And how many brands have expertise in theatrics? Not many. Enter Barbara Michaels.
Let's preface this by saying that what Michaels does right now is pretty small potatos, but it's the idea behind what she does that I find exciting.
A typical job for Michaels will go as follows: Company that works to help turn corn into ethanol will be attending an energy trade show. To help bring its booth and brand alive, it will hire Michaels to develop a character that represents the story of the company. She will do so and attend the show, living that character, telling that story in three dimensions.
As I said, fingerlings. But, still, the idea is that characters based on stories help engage people. According to Michaels, her clients often turn into repeat customers.
I see the potential for troops of entertainers that can help brands bring their stories alive in public settings. And with Hollywood basically imploding upon itself, I have a feeling there are going to be a lot of actors looking for work in the not too distant.
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